white papers

PR - The Brand Pacemaker

This paper seeks to use current PR Measurement and Evaluation results to prove the link between brand health and PR. The approach suggested builds a framework around three key communication themes:

• PR — Questioning Accepted Thinking — The value has two distinct benefits. Firstly, brand equity provides a competitive advantage over alternatives e.g. IKEA. Secondly, brand equity often allows a premium price to be charged such as with Tag watches or Magnum Ice-creams.
• PR — Building the Framework — Brand Equity doesn't just happen. It requires careful consideration of how to cement into place unique brand associations that are relevant and valuable to the consumer.
• Measuring the link between PR & Brand Health - Option 1: PR Evaluation Output: Option 2:  Individual Effect and Option 3: Behaviour Effect.

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Metrics Backgrounder

How communications creates organisational value to inform your strategy and tune activity for optimal results.

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