Excerpted and Republished with Permission of Quirk’s
Martec Director Ken Donaven recently contributed a piece to the May 2024 issue of Quirk’s Magazine, entitled “Units of Measure: Methods for Determining Your B2B Brand’s Value.”
An Excerpt:
To elevate a brand and maximize revenue, it is increasingly critical for B2B companies to understand the entirety of their brand’s value. This can only be accomplished by understanding market perception of the brand and optimizing it at every potential customer touch point. Yet, unlike their consumer-facing counterparts, B2B companies have much less access to point-of-purchase data than consumer-facing brands that often can track and contextualize hundreds (if not thousands) of purchases per day to harvest data and statistics that provide valuable brand insights.
It is for these reasons that growing business-to-business companies and emerging franchisors typically strive to move from traditional (and often basic) brand analyses to more advanced methodologies that yield better insights and inform more confident and informed decision-making.
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