The highly complex and abstract nature of brands and brand management requires specialized performance measurement and ROI assessment methods. And while marketing and brand executives have traditionally placed the bulk of their time and attention on external brand performance, much of a company's total brand performance takes place inside the organization - and in the hearts and minds of employees.

Lodestar's Brand & Reputation Services reflect the pressing need for accurate ROI measurement, as well as the need to integrate external and internal brand performance management. Our core offerings include:

Brand Performance Intelligence Assessor™. Our initial diagnostic and assessment tool provides a systematic, in-depth evaluation of a company's existing brand performance intelligence (i.e., market research, performance data, transaction data, benchmarks, competitive intelligence, etc.), appraises the quality and usefulness of this intelligence for performance measurement purposes, and identifies "mission-critical" information gaps. Outputs include a comprehensive analysis of strengths, weaknesses and opportunities for improvement in existing systems and processes, along with an integrated game plan of "next steps" for building increased marketing accountability through brand performance and ROI applications.

BPM & ROI Assessor™. A modified version of our Marketing Performance & ROI Assessor™, the BPM & ROI Assessor is used in an iterative process to finalize a brand performance measurement design customized to your unique information needs, business models and marketing context, timelines and budgets.

Employee Brand Engagement & Culture Suite™. In conjunction with our Human Resources Services, Lodestar offers the only formal, systematic approach for measuring employee brand engagement (employees "living the brand") and internal brand culture available on the market today. Our Employee Brand Behavior Dimensionalization Model provides a four-step process for transforming broad, corporate-wide brand elements or values into specific, concrete behaviors that various groups of employees can take up in their day-to-day work lives.

Employer Brand Performance Suite™. Also offered in conjunction with our Human Resources Services, this suite offers methods and tools for assessing the role of your company's brand and reputation in attracting and retaining employees. It can also be modified to evaluate related constructs such as "employer of choice" and "best places to work."

Branded Customer Care Experience Suite™. This suite offers marketing, brand, CRM and customer care/call center executives a systematic approach to designing and delivering customer care experiences that not only meet customer needs, requirements and expectations, but also build the company's brand. A measurement process allows progress to be monitored over time and provides metrics for ROI assessment.

Traditional Brand-Related Research Services. Lodestar offers a variety of general research services in support of brand management issues through our Marketing Services. We're frequently asked to re-analyze or integrate existing brand research to generate greater strategic insight or to fill "mission-critical" brand intelligence gaps. We also conduct primary brand research on a standalone basis or in support of larger brand performance measurement and ROI programs.