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Brand strategy Insider helps marketing-oriented executives and experts like you to define and increase brand value. BSI readers know that we regularly answer questions from marketing-oriented managers and experts everywhere. Today we hear from Dan, a chief marketing officer in Chicago, Illinois, who asks this question about brand-ready models.

"Is there a maturity model for brands? I try to assess where we are as an organization in the spectrum of brand maturity. "

Thanks for your question Dan. I am not aware of any formal model for assessing brand maturity. However, I would like to answer your question as follows:

1. If a brand has customer meaning and value beyond certain product / service categories and is properly managed to change its delivery, as customer needs and market conditions change over time, it may live forever.
2. Certainly, newer brands are less well known in their product categories. Established brands are better known. And brands that are on the rise will become significantly better known over time.
3. One of the measures in our brand value measurement system is “brand vitality”. This is a measure of whether a brand is perceived to be on the rise, static or declining.
4. Whether brands have personality traits such as "outdated", "traditional", "boring", "nostalgic", "progressive", "visionary" etc. can also give indications of the maturity of a brand, although mature brands can be progressive and visionary and newer brands can be traditional and boring.
5. Brands that have been around for a long time tend to have deep-rooted meanings in their customers' heads. These firmly anchored meanings are usually very difficult to change quickly. This is less true for newer brands.

In terms of brand maturity as an organization, the following signs are:

1. The CEO takes responsibility for the brand and is its vision Crafter, teacher / evangelist and standard setter
2. All employees of the company can articulate the promise of the brand consistently and precisely
3. The organization has a well thought out and consistently applied brand identity system and standards
4. The organization has designed and successfully managed multiple customer touchpoints to reaffirm the brand's promise
5. The organization's customers / members are loyal to the brand and often recommend it to friends
6. The identity and slogan of the brand are widely recognized by the target groups
7. Internal decisions, including budget decisions, depend in part on whether the investment or measure helps the company deliver on its brand promise

We hope this is helpful Dan.

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The Blake project brand value measurement system is comprehensive and measures each of the five drivers of customer brand existence – awareness, relevant differentiation, value, accessibility and emotional connection – as well as other factors such as brand vitality, brand loyalty, brand personality and brand associations. Contact us for more information on measuring brand value

Brand Strategy Insider is a service from The Blake Project: A strategic brand consultancy that specializes in brand research, brand strategy, brand growth and brand building

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