Measuring Brand Value
Our Step-by-Step Approach
How to measure brand’s impact on enterprise value, without waiting for a quantitative brand tracking study to tell you.
More than 50% of enterprise value can be attributed to brand. Yet most CMOs are still pitching it as a marketing asset instead of a market-shaping one.
Here’s a step-by-step approach to reframing and measuring brand as a business multiplier.
1. Watch the Valuation Gap
Is your company trading below its intrinsic value? A strong brand narrative often closes that delta. That’s especially true in commoditized spaces (Looking at you, professional services, research, AI and advanced tech). Look for:
Market cap / revenue ratio improvements post-rebrand
Increased investor confidence or coverage post-positioning shift
Premiums in M&A or private equity conversations
Brand value shows up first in perception, then in price.
2. Track Behavior That Moves the Market
You don’t need a quarterly quant study or third-party brand tracker to prove impact. These are signals investors and execs already watch:
Stock performance vs. competitors post-launch (knowing you may have a 10% dip for the first 3-6 months. People hate change, after all.)
Enterprise deal size growth (brand trust = pricing power)
New enterprise wins (confidence in long-term value)
Increased direct traffic and branded search (market mindshare)
Improved renewal rates and upsell volume (brand as trust infrastructure)
If your exec team sees a shift in deal quality, pricing leverage, or win rate, they’re seeing brand at work. Take credit for it!
3. Use Strategic Attribution (Not Just First- or Last-Touch)
When brand perception shifts, attribution gets muddy. Ok, attribution is always muddy. What we’ve found helpful is using layered techniques:
Time-decay modeling: Weight touchpoints closer to revenue
Geo-matched testing: Compare rebrand regions vs. holdouts
Content fingerprinting: Track post-rebrand asset performance with UTMs
You’re not measuring clicks. You’re measuring belief.
4. Show the Brand Multiplier Effect
Pair brand KPIs with commercial impact over time. For example:
When you link narrative clarity to financial performance, brand becomes a valuation lever, not a line item.
TL;DR:
If your rebrand isn’t showing up in revenue, retention, and relative valuation—you didn’t reposition the brand. You just refreshed the logo.
Footnotes
[1] Bain & Company: The Power of Branding in B2B, which states that strong brands command a 20%+ price premium in enterprise sales.
[2] McKinsey: Pricing: The Next Frontier in B2B links brand strength to value-based pricing power.
[3] Gartner: B2B Positioning Trends Report, which found that clear positioning reduces CAC by up to 38%.
[4] Google Think: Brand Lift & Search Behavior — shows branded search growth correlates with lower acquisition costs and higher efficiency.
[5] Satmetrix/Bain: NPS Benchmark Studies — a 10–12 point NPS gain can lead to 5%+ increase in retention and significant LTV lift.
[6] Harvard Business Review: The One Number You Need to Grow — ties NPS growth directly to long-term customer value.
[7] General investor relations and analyst coverage best practices. While no single stat quantifies it universally, sustained media and analyst visibility is a known driver of institutional confidence, especially in pre-IPO and M&A stages.
