Brand Evaluation Framework → Framework Guide → Getting Started → Stage 1 → Stage 2 → Stage 3 → Stage 4 → Stage 5
In today's digital age, brands have different channels of communication, which is resulting in the new need to measure these relationships with the customers and account for fragmentation. The way that brands can be communicated cannot be held consistently as how it was two decades ago.
1800-1900
Brand as a stamp/mark of differentiating between common goods
1900-1970
Brands used to differentiate from common goods
1970-2000
Brands used to convey a promise of a different experience (services became branded)
2010-Today
Society has become so fragmented and able to create their own clusters–people start defining brand as “what it is for me”
Developed by Avasta on top of the ISO 20671: Brand Evaluation Standard, the Framework is a new 5-stage process in financially measuring and evaluating the relationship between your brand and customers in a digital age.
The Brand Evaluation Framework allows you to see:
Who your most valuable customers are and how they actually consume your brand
What quantitative measures to place in order to value the intangible experiences of your brand
Where does the money in the customer base lie amongst different cohorts
What is the behavioural difference between people who are presently buying your brand and those who could buy your brand
Dilemmas your business may be trying to solve:
<aside> 💬 How do we increase revenue during the holiday season?
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<aside> 💬 Are male coffee-drinkers over the age of 45 years really our target market?
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<aside> 💬 What are the other toothpaste products that consumers are substituting our's with?
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A brand is an entire ecosystem that plays into many departments within the organization. You will learn how to: