The ROI of branding
and marketing.
Brand is not a cost centre. Two decades of independent research show it is the single most reliable lever for revenue growth, pricing power and customer lifetime value.
for companies with consistent brand presentation across all touchpoints (Lucidpress, multi-year study).
for brands with a strong, distinctive identity vs. category average (Millward Brown BrandZ).
of B2B purchase decisions are made before a buyer ever speaks to a salesperson — brand equity does the work (Gartner).
consumers are willing to pay above the category mean for brands they perceive as distinctive (Kantar).
acquiring a new customer is 5–7× more expensive than retaining one — brand-led loyalty compounds (Bain & Company).
of marketing budget allocated to brand-building vs. activation produces the highest long-term ROI at a 60/40 split (Binet & Field, IPA).
Brand-led growth vs. ads-only.
Set your unit economics, then drag the lever to scale your customer base. The bars show estimated annual net profit after cost of goods and acquisition costs.
Model based on Lucidpress (+23% revenue uplift for brand consistency) and Binet & Field IPA data on long-term brand-building ROI. Brand scenario assumes a ~40% lower customer-acquisition cost due to stronger awareness and trust.
Branding — references
7 articlesWhy brand-building investment compounds over years while short-term activation flattens after a quarter.
How memorable codes — colour, type, sonic, character — drive mental availability at the moment of purchase.
Across 14 categories, premium brands sustain 12–28% higher unit prices vs. private label equivalents.
Companies with consistent branding across touchpoints see an average 23% revenue uplift.
The top 100 most valuable brands grew to a record $10.7T in 2025 — outpacing the S&P 500 by more than 2× over two decades.
Total value of the top 100 grew 5.7% in 2024 — but a widening gap separates brands building 'arenas' from those defending categories.
World Federation of Advertisers data shows CMOs who protected brand budgets through 2022–2024 outperformed peers on revenue and share.
How we measure brand ROI
Short-term: activation
Direct response, paid media, lifecycle and conversion-rate optimisation. Measured in weeks. Plateau quickly.
- Cost per acquisition (CPA)
- Marketing-qualified leads (MQL)
- Return on ad spend (ROAS)
- Conversion rate by channel
Long-term: brand
Distinctiveness, mental availability, pricing power and trust. Measured in quarters and years. Compound over time.
- Unaided brand awareness
- Share of search and share of voice
- Net promoter score and brand consideration
- Customer lifetime value (LTV) and churn
Want a brand ROI audit for your business?
Our analysts will model your current brand-to-activation split, benchmark against your category, and estimate the revenue you're leaving on the table.
Request an audit →