Tinuiti：2025年衡量品牌资产对收入的影响白皮书（英文版）

CMOs intuitively understand that brand equity matters, but proving it in financial terms has been historically difficult. It has remained a “fuzzy” concept—valuable but hard to quantify—leading to short-term performance marketing dominating marketing budgets. While marketers agree that brand equity plays an important role in a company’s bottom line, measuring it with precision has historically been out of reach. CMOs have struggled to justify the value of brand equity in boardroom discussions