The Challenge
Interbrand, a global leader in brand strategy and valuation, needed a research partner to help quantify something intangible: the true influence of brand on customer choice.
The Problem with Traditional Metrics
Clicks, conversions, and impressions don’t tell the full story. Interbrand’s Role of Brand framework aimed to change that and Paradigm was brought in to ensure the research behind it was rock-solid.
Our Approach
Paradigm provided the data collection (smart sampling) and data quality infrastructure behind the Role of Brand study, ensuring results that decision-makers could trust.
Our sample included 2,100 total completes across ITDM/Business Decision Makers, High Income Consumers and General Consumers across the US, Germany, India, China and Brazil. Our team:
Applied fraud-resistant sampling methodologies using the VeraProof Quality Suite to secure reliable, representative data in a post-COVID, AI-augmented landscape
Our Managed Research Services programmed and hosted the survey using advanced discrete choice modeling to isolate the influence of brand, price, and features on purchase decisions.
We collaborated closely with Interbrand’s brand economics team to translate insights into measurable business value
Delivered transparent, scalable research that could support high-profile global clients and future growth
The Result
Together, Paradigm and Interbrand built a foundation of evidence-based brand measurement that bridges marketing and finance.
The Role of Brand data now helps CMOs:
- Connect brand performance to financial outcomes
- Justify marketing investments with credible ROI metrics
- Track brand influence with confidence across markets and categories
Why it Matters?
Paradigm’s commitment to quality ensures that brand value can be measured with the same rigor as financial metrics. The Role of Brand report reveals how brand perception drives business outcomes, empowering CMOs to make smarter, data-backed decisions.
“In a time of tariffs and turbulence, our clients want to understand the role their brand should play to effectively generate revenue. We’ve answered this fundamental question over the past few years through a successful project by project relationship with Paradigm. Now, this new partnership allows us to deliver our combined innovative solution more effectively in a time of extreme volatility.” said Greg Silverman Global Director, Brand Economics of Interbrand.
Want to understand your brand’s true role in customer decisions?
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