Abstract:

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect. It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is created and secured by the individual touch-points at the marketer's disposal. The Touch-Point Value Management model is an evidenced-based consulting metric, combining existing data, knowledge and learning with original consumer research, thereby ensuring that any extant information asset is maximised and research resource optimised.