Firms struggle to determine both the allocation and deployment of brand integrity resources. To inform decision making, they seek to understand how well their brand integrity function is performing and how to maximize its effectiveness with finite resources. In this webinar, Professor Jeremy Wilson from Michigan State University will share insightful lessons on valuing brand integrity based on his ongoing research and outreach with a wide array of brands across many industries. Placed within the context of a total business solution, Jeremy will discuss key issues and questions facing industry as well as review the preferred uses and necessary elements of ROI assessment. He’ll offer insight into how firms are measuring brand integrity performance, based on a benchmarking study of large firms, and their implications for estimating ROI. To help practitioners improve their brand integrity performance assessment strategy, he will provide insights for conceptualizing what success means and key components for measuring it properly.