Brand value index™

Growing a bigger circle

Strategic digital marketing

Successful companies and marketers understand digital marketing’s value and that it is an indispensable requirement for success. Here we give a quick overview of what is required to maximize a brand’s potential online and illustrate an industry’s competitive landscape.

This is imperative when making strategic decisions about digital marketing. Our unique methods for an external (Brand Value Index) and internal evaluation (Attribution Benchmarking) of a brand’s competitiveness are the starting point. From these concepts, we derive the values that can be realized through streamlining and optimizing digital marketing.

Brand value index

The graph summarizes compactly and efficiently a brand’s competitiveness to industry colleagues. The chart also shows the competitive situation in a particular industry.

The central concept in the external analysis is the Brand Value Index. The graph below illustrates how the Brand Value Index can be used to explain the competitive situation in the industry. For example, it is interesting to note that the largest (indicated by the size of the bubble) brands are not necessarily the most competitive ones.

The interest that their brand creates organically is also more significant than that of other competitors. This is indicated by the Y-axis, which shows the economic value of the interest the brand creates digitally. However, almost all competitors are more innovative and competitive, which is indicated by having a higher Brand Value Index (x-axis). All initiatives that Brandbee works with, aim to move a brand up to the right. This will make the circle and the company to grow.

The following concepts are central to our method:​

The total monetary value of a digital brand is our way to summarize the ”digital balance sheet” of a brand.
A measure that evaluates the relative competitiveness of a digital brand. The concept is described in detail in later parts of the document, but here we can state that it is based on public data that does not require access to any internal company-specific data.
A report that identifies under- and over-performing initiatives in paid digital marketing. This report requires detailed company-specific data on completed activities. These are compared with CloudRepublic’s global database to obtain a benchmark on which parts of the marketing generate or misuse resources. To be able to evaluate attribution you must be able to compare paid and free (owned/earned) media in monetary terms.

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