Leaders can reap the Benefits of creating a Strong Brand

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A Qualtrics-commissioned study by Forrester Consulting highlights the clear financial and reputational advantages of investing in brand experience management.

The October 2026 Forrester Consulting study “The State of Brand Experience Management” offers fresh insight into how organizations that prioritize brand experience deliver stronger results for revenue, customer loyalty, and shareholder value.

Download the complete study to explore brand experience management in greater depth.

By focusing on experiences that reinforce your brand, companies can generate additional revenue while building deeper connections with customers and shareholders. Learn more.

The Benefits of Creating a Strong Brand

An Average of $180 Million in Extra Revenue

Organizations with mature brand management practices see tangible financial returns. On average, companies invested $105 million in brand management and generated $180 million in incremental revenue. A well-crafted, recognizable brand fosters customer loyalty and drives sustained profitability. Explore how strong branding builds loyalty.

An Average Increase of 5.85% in Lead Generation

Leaders with advanced brand experience capabilities consistently outperform peers in lead generation and conversion. Senior brand experience managers report higher marketing effectiveness, stronger sales pipelines, and improved customer acquisition rates. Investing in brand identity delivers measurable gains across multiple performance areas.

Shareholder Growth Averages 1.5%

Strong brand performance attracts greater investor interest. External perceptions of a brand influence not only customers but also shareholders evaluating long-term value. Companies that combine solid marketing strategies with high customer recognition become more appealing to both investors and buyers.

On Average, 11.02 Points Higher NPS

Improving Net Promoter Score (NPS) remains challenging, yet brand experience management provides a proven lever. It strengthens customer retention and helps brands stand out in crowded markets. Forrester’s research confirms that a well-executed brand experience program drives meaningful growth across key performance indicators.

The Pitfalls to Watch Out For

Only 34% of Potential Customers Resonate with Brands Using Immature Brand Experience Practices

Many organizations report that their current brand efforts fail to connect with audiences as intended. Half of respondents view the ability to link brand experience metrics directly to business outcomes as a critical gap. Without this connection, potential revenue and customer resonance are lost.

Only 54% of Weaker Brands Can Be Distinguished from Competitors

Leaders at less mature organizations often struggle to differentiate their brand in customers’ minds. Creating emotional connections and standout experiences requires the right tools and strategies. Without them, loyalty and acquisition goals remain out of reach. Learn what drives brand loyalty.

Even with Five Types of Data Metrics Available, Less Than a Third of Weaker Brands Find Them Effective

While demographic, direct-response, and digital media data are commonly used, customer, market-research, and shopper-experience data prove far more effective for guiding brand decisions. Organizations must refine their measurement approach to unlock the full value of brand experience management.

Even with Six to Seven Solutions, 45% of Weaker Brands Say They Lack the Right Tools

Brand leaders face ongoing hurdles around data accuracy, privacy compliance, and real-time visibility. More than 40% lack access to real-time insights, predictive analytics (42%), or automated dashboards that connect brand and business data (40%). These gaps hinder strategic progress.

How to Reap the Benefits of Brand Experience Management

Brand experience management is still maturing, creating a timely opportunity for organizations to strengthen their brand positioning. Forrester identifies three maturity levels:

1. Highly brand-experience-savvy — Organizations that treat brand experience as a strategic priority achieve superior business and customer outcomes.

2. Knowledgeable about brand experience, yet primarily growth-focused

Leaders expanding market presence benefit from reinforcing brand foundations while leveraging existing growth initiatives.

3. Low brand-experience management — Companies with established brands that have yet to develop a distinctive identity.

Research shows that adopting a brand-strategy mindset and executing it effectively can transform business performance. Learn how to align experience data with both short- and long-term brand objectives.

Key recommendations for leaders building a brand experience management strategy:

1. Observe how real customers interact with your brand
2. Use the right tools and data to craft an experience-led strategy instead of drowning in irrelevant metrics
3. Manage customer experience while treating brand experience as a holistic process that creates financial, marketing, and customer value
4. Measure efforts rigorously and double down on what works
5. Adopt a long-term view—brand experience management delivers strong return on investment

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