Measuring brand progress allows a marketer to gauge how well the brand strategy is working, the impact marketing activity is having and to keep an eye on the competition.

The four measures below are among the most important for gauging brand success. These dimensions tend to develop at different rates, which means that the most relevant measures of brand progress depend on the brand’s life stage (see 'The Role of Communications at Different Life Stages').

To learn more about brand research, see the 'Services - Market Research Training' section.