Salesforce’s New Framework Redefines How to Measure Brand Strength

Marketers often struggle to balance spending between brand building and immediate sales. A new framework from Salesforce aims to solve this challenge by measuring brand strength in a different way. The approach focuses on long-term value rather than just short-term results.

Salesforce’s Brand Architect framework highlights three key areas: Mental Availability, Brand Image, and Brand Attachment. These pillars help businesses assess whether their brands are underused or over-reliant on quick sales tactics.

For years, companies have tracked brand health using the classic marketing funnel—awareness, consideration, and purchase. But Salesforce suggests a shift in focus. Instead of just counting sales, they recommend measuring Brand Choice—how often consumers pick a brand—and Brand Premium—how much extra they’re willing to pay.

Brand strength, made up of these two factors, can drive up to 30% of a company’s revenue. For well-known ‘power brands,’ the impact is even greater. Yet some brands remain under-leveraged: they have strong consumer perception but weaker sales, often because their marketing lacks activation. Others are over-leveraged, depending too much on discounts and promotions. This risks eroding profit margins and weakening long-term brand value.

Salesforce’s Brand Strength Index helps identify these gaps. It shows where brands are either underused or stretched too thin. For those relying too heavily on short-term tactics, reinforcing the three pillars—Mental Availability, Brand Image, and Brand Attachment—can restore balance. The goal is sustainable growth, not just quick wins.

The framework gives marketers a clearer way to invest in their brands. By focusing on long-term strength rather than just immediate sales, companies can protect their margins and build lasting equity. Salesforce’s approach also helps pinpoint whether a brand needs more activation or stronger foundational support.