Brand Evaluation Framework → Framework Guide → Getting Started → Stage 1 → Stage 2 → Stage 3 → Stage 4 → Stage 5
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The Brand Evaluation Framework is designed to test if the internal perceptions of your brand (amongst internal stakeholders) match the perceptions from your external stakeholders (starting with customers) to the rest of the market.
In this stage, you will be looking at your Brand Strength: these are Indicators — ****measurable metrics you establish, that illustrate your organization's perceived competitive strength. You will view these indicators through Relative and Absolute Brand Strength, new concepts that will be introduced below.
Brand Strength is measured in dimensions, types of metrics that need to be measured regularly. The dimensions affect the perception of your brand to people outside of your organization, i.e. your customers and your potential customers.
The dimensions below are a consistent group of validated indicators that make up a component of Brand Strength. These are factors that will affect how your brand is percieved with your internal stakeholders and externally by the market.
Recording what is measurable within your organization
Within each dimension, you will be recording the categories in which your organization has established their indicators in.
It is important to identify what is measurable even if it is expensive or difficult to measure at present–you will get to decide later below what factors to consider when deciding what to measure.
Under each dimension is a category of indicators, and within those categories, you identify what specific indicator is being used to measure the category. Below is a table of examples of categories under the Brand Strength dimensions and their measures.
Examples of indicator categories and their specific indicators