Kantar BrandZ Insights from Brand Builders 2024: A conversation with Sumit Virmani, Chief Marketing Officer, Infosys
Future Proof
Marketing Budget Allocation and Measuring Success for Brand Building
This chapter delves into the strategic decision-making process of allocating marketing budget for brand building and short-term activation, emphasizing the measurement of success through business impact and brand impact. The focus is on fostering accountability, educating the organization on investing in both short and long-term strategies, and adapting budget allocation according to market dynamics and organizational requirements.
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