About this course

Course code TP646
Duration 1 Day

For most marketers, brands represent the organisation's most important assets, key value drivers and determinants of success. It's surprising, therefore, how few organisations have a formal programme of metrics and analytics, allowing them to assess brand performance and establish the link between brand, marketing and organisational performance. This workshop is designed to help achieve just that.

Benefits to you and your company
Your organisation should experience a more professional and commercially oriented approach to brand measurement and evaluation, incorporating and integrating a mixture of 'hard' and 'soft' measurement, as well as establishing the links between them - perhaps via a 'Brand Dashboard'. This, in turn, should increase confidence in making and justifying brand and related marketing investments.

Who should attend?
This workshop is designed for people who understand the critical importance of measuring the impact of their brand investment on brand performance, with a view to improving customer experience, engagement and willingness to recommend.

It will be particularly useful for people working in organisations where brand investment is in the spotlight, or under threat, as well as those wanting to create a new brand dashboard.

Delegates will learn how to

  • Create metrics-oriented brand/marketing plans.
  • Undertake market research to establish position and track performance.
  • Conduct a comprehensive 'brand audit'.
  • Create appropriate brand and related marketing metrics.
  • Determine brand value (including new ISO10668 standard).
  • Create and integrate new brand metrics, eg. social media sentiment.
  • Create a 'Brand Scorecard'.
  • Avoid common design, implementation and management pitfalls.
  • Establish links between brand, marketing activities, organisational performance and results.
  • Justify (attract additional/defend existing) brand investment and budget.


  • Definition of key terms - brand, brand equity, brand valuation etc.
  • Understanding the 'what, why, how, who, when and where' of brand metrics.
  • Designing brand metrics using a template (metric, purpose, formula, target, data...).
  • A three-way methodology for measuring brand value (qualitative and quantitative).
  • Testing and tracking the impact of strategic and tactical marketing initiatives on brand.
  • An examination of some widely used brand valuation methodologies including the new ISO10668 standard as well as proprietary approaches eg. Brand Finance, Interbrand and Millward Brown (Brandz).
  • Monitoring brands within social media and appropriate social media metrics.
  • Case study - identifying and integrating key brand, marketing and financial metrics.
  • Brand modelling (econometrics) - 'state of the art' brand analytics.

Delivery style
A mixture of slides, exercises/mini workshops, discussion and video, with the emphasis on insight and application!

1 Day


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 01753 898320 or email us at info@qa.com to discuss how we can help.

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