Abstract:

Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves this problem. After a year of academic research involving reading and evaluating all the publications related to brand metrics, we have developed a new model consisting of 3 dimensions: Energy, Essence and Experience of the brand. With this type of model we can tell companies where their brand is, how improving this metric will help business, and how to achieve it - both in terms of content and in terms of the way the brand is experienced.