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Chapter 5 Web links
Brand equity
https://www.futurebrand.com/our-work
Future brand provides mini case outlines of some of the world’s leading brands including the challenge, solution and results of brand strategy.
Interbrand is most famous for its brand equity ranking reports released each year. However, this site also provides reports on brand studies as well as relevant articles, blogs, and career opportunities.
Brand Finance Plc is regarded as one of the world’s leading brand valuation consultancies. They advise firms on how to maximise their value through the effective management of their brands and intangible assets. This site offers news, press releases, and videos relating to the brand and finance relationship.
Intellectual Asset Management (IAM) publishes a magazine which reports on intellectual property and corporate value-building. They offer insights through case studies, interviews and surveys. This site provides access to the current issue as well as archival access to previous issues.
Marketing Week provides a variety of articles analysing brands and their marketing choices. Many articles concern brands’ strategies and attempts to reach a target market and forge brand loyalty.
https://support.google.com/adwords/answer/1722064?hl=en-AU
This link takes you to Google Adwords. Here you will see what Adwords is and why it is effective tool for measuring brand awareness and performance in the digital era. Visit this URL to see a real example of this strategy: http://www.digitaltrainingacademy.com/casestudies/2015/05/search_marketing_case_study_washington_wizards_boost_ticket_sales_72_with_adwords.php
This site also has some effective case studies covering a range of marketing content. http://www.digitaltrainingacademy.com/casestudies/
Outbrain are a company operating globally with a focus on content marketing. The blog on the site offers insights into developing metrics to track if audiences are being reached appropriately. Some clients include CNN, Fox News and Fairfax media.
http://www.socialmediaexaminer.com/
This online magazine is specifically dedicated to getting the best out of social media from a marketing standpoint. Signing up to the site enables you to download a free Social Media Marketing Report, an annual study of 3700 marketers. Also, the site offers some useful tips on how to maximise your social media reach including measuring social media performance.
http://www.marketo.com/calculators/marketing-automation-roi/
This URL takes you to an app that enables you to calculate your estimated marketing ROI.
KissMetrics offers a number of infographics, articles, and webinars dealing with marketing analytics.
Prophet is a marketing consultancy firm that aids clients in understanding consumer motivations and desires. Their website provides tactics to engage customers involvement in brands, as well as case studies of brand transformations.