Measuring Return on Brand Communication

Abstract

Marketing is being challenged and has few responses when it comes to providing a financial view of Investment and returns. In this paper the author develops a step-by-step approach to help marketing managers provide answers to the three questions senior management continues to ask of marketing and communication managers: (1) how much should the firm invest in marketing and communication, (2) what will be the return and (3) over what period of time will those returns occur? Schultz argues for a financial model that involves estimating the value of customer groups, investing at the appropriate level and then measuring both the short-term and long-term returns for the organisation.