Budgeting for brand outcomes

Date of publication: June 15, 1998

Author: Don E. Schultz


This paper summarizes the development of a new method of developing building and maintaining brands starting first with a brief description of how brand managers have typically operated in terms of brand budgeting and allocation why those processes are used and the challenges which they present. Why most brand managers today find themselves as brand resource allocaters rather than brand resource budgeters is then discussed. From there the technological changes which have made a new approach possible are summarized. Finally the framework for a new process is summarized that focuses primarily on the move from allocating brand resources that is from determining and measuring brand outputs to building and measuring brand investment outcomes.

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