Your brand lives inside the most complex thing in the universe – the human brain. Brands exist in our minds as intangible mental constructs. We perceive them as images, symbols, colours, sounds, thoughts, feelings and memories.

Strong brands understand this. They know that our brains are emotionally driven and that we make decisions based on our mood or intuition. Strong brands hold persuasive power over these decisions. They can ask for more and they can get it.

So how do you measure the strength of your brand? To measure and track the performance of your brand – your brand advantage – you need to understand three core components: brand edge, marketing funnel and campaign cut-through.

Know your brand

To help marketers better understand the emotive strength of their brand relative to competitors, we've developed a guide. Read more on brand tracking by downloading the guide below.