The same offer and creative execution for essentially the same product for company A with a weak brand versus company B with a strong brand make the program unprofitable for one and lucrative for the other.

The question is, how do you use the scientific method to prove it?

Building a strong brand takes years of consistent effort. Either the client believes the effort is worth it based on what he sees competitors doing, or he doesn’t.

I agree that we ought to be able to quantify the results of the branding strategy.

Going from there to valuing the brand over the long term should be a relatively easy step. The brand’s primary value lies it’s ability to make marketing efforts more cost-effective.