Brand Value and Measurement Committee

The Brand Value and Measurement Committee is a joint committee between the Brand and Measurement Practices, designed to convene marketers to advance the understanding of brand’s financial impact, marketing accountability, and measurement methodologies.

• Chair: TBA

This committee is managed by the Brand Practice in collaboration with the Measurement Practice.

The Brand Practice mission is to codify brand as meaningful, measurable contributor to enterprise value. The Practice does this by arming marketers with evidence, research, and connections that help make ANA members the most capable and confident marketers in the world. All Brand Practice work aligns with the BEAM framework:

• Belief: Internal Brand Alignment
• Equity: Building Consideration and Preference 
• Activation: Brand Execution
• Measurement: Quantifying Brand Impact

Contact the ANA staff managing the Brand Value and Measurement Committee:

• Tara Caiazza, Vice President - Brand

Discussion Topics:

The Brand Value and Measurement Committee is open to all client-side marketer members.

Request to Join

Resources

• Presentations and recaps from the 2025 ANA Brand Masters Conference
• ANA REGGIE Brand Catalyst Awards
  The REGGIE Brand Catalyst Awards are the premier industry awards program recognizing work that elevates marketing from momentary to meaningful. Enter your work today to receive the recognition you deserve. With more than 27 categories, featuring Content, Influencer, Experiential, Relationship, and Commerce Marketing, there’s a perfect fit for every creative idea. Visit reggieawards.org for detailed information. 

Thought Leadership

• Better Creative Briefs for Better Brand Building (June 2025)
  In a world of mass media fragmentation, any researcher or marketer would say that creativity is more important than ever. And it’s important not for creativity’s sake, but because more creative work is more effective work. And more effective work helps build brands and increase brand value.