Brand Measurement Frameworks

  • Brand Health Framework

    Define KPIs, question wording standards, scaling rules, weighting approach, and change-control procedures, so the tracker stays comparable over time and new stakeholders can interpret results without re-litigating definitions each wave.

  • Brand Funnel and Drivers

    Connect awareness through choice with validated drivers, then document how to read movements in each stage, what confounds to watch for, and which actions plausibly move each metric so the funnel becomes operational, not decorative.
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