Strength of Brand Identity - Essay Example

Based on the Output KPIs under the second objective, to help grow membership, the strength of brand identity is considered. However, under attitudinal and behavioral KPIs, there are no measurement tools to show the relevance of the target output KPI and the strength of brand identity. In this case, the use of survey questions to identify what effect brand strength has on membership is recommended. Additionally, the behavioral KPIs should show changes in page views based on the recognition of brand strength. The current lack of attitudinal and behavioral KPIs indicating the role and influence of brand strength on membership merits the recommendation of a survey to showcase the associated impact of brand strength on membership growth (Paine, 2011).

3. Attendance to Events listed in the event calendar

Under the third communication objective, the Boston IABC website, a recommendation for Output KIPs targets the number of individuals sharing a common goal that can yield stronger relationships among chapter members. By simple counting or use of metrics in terms of percentage, output KIPs should be able to show how effective calendar events are at bringing certain members together. Additionally, under the attitudinal KIPs, focus group analysis should be considered to indicate how much of current chapter members attend similar events and how many members have distinct tastes for events. Under the Behavioral KPIs, metrics should be used to determine the rate of change in return visitors. While event registration and activity on social media can be used to strengthen relationships, the rate at which members register for the same calendar events as well as the rate of attendance for certain events over others is essential in determining how successful the communication objective is (Paine, 2011).

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