BaP refers to the Brand as Performance framework that describes how taking a brand-first marketing approach helps improve the businesses’ sales outcomes.
What Is BaP?
The Brand as Performance (BaP) initiative has been introduced by MMA Global and is said to be backed by the extensive research of over 40,000 surveys, as well as the sales data, derived from thousands of households.
In brief, the framework implies blending brand building with performance marketing tactics to achieve maximum revenue results for a business.. In this respect, the key to BaP methodology lies in the notion of brand favorability, which is perceived as a significant driver of conversion rates.
Namely, as the research data unveils, while brand building initiatives help achieve higher favorability within a short period of time (up to 20%+, even for well-established brands, such as those in the financial and banking sectors), this increased favorability enables businesses to grow purchase rates by almost 4 to 5 times, compared to the so-called non-favorable brands.
Potential Benefits
Unlike the more conventional approach, where branding is perceived as a top-funnel element, while the performance marketing activities are placed at the bottom of the funnel, applying the integrated performance branding strategy helps fuse the core benefits of the both to scale short-term revenue results, hence maximizing YoY business growth.
In this respect, whereas the idea of creating a synergy between data-driven performance marketing campaigns and brand building initiatives isn’t entirely new, the MMA’s BaP framework aims to demonstrate the actual correlation of taking the favorability path and the companies’ revenue outcomes, with long-term results reportedly being up to 6 times greater than short-term effects, for instance.
Perspectives of Adoption
Transitioning a company’s marketing strategy from its more traditional model to BaP inevitably requires investing extra operational resources to integrate performance data into a brand building paradigm. In view of this, we can expect the wider adoption of BaP by larger, legacy brands in the food & beverage, financial and healthcare sectors in the second half of the 2020s.