When you mention "brand" to most people, they think of logos. The Nike swoosh, Coca-Cola's script, etc.

Few realize that while a logo is part of a brand, a brand encompasses much more. It’s the sum of all customer experiences. So how can you measure a brand? The easiest way is to pay attention to all the stories, comments, myths, and feedback that are circulating. With the Internet, it's much easier than it used to be. You no longer have to hire an expensive research firm to conduct surveys. Jut pay attention to what's being said.

Use the internet. Twitter, Facebook, LinkedIn and other social media sites. Subscribe to Google alerts and other services that can make searching easier. Then simply pay attention to the conversation.