Tier
A tier says how many perspectives have been measured and therefore what can be said about the brand. ACM has 3 tiers, from Internal coherence audit to Full diagnosis. Each adds a data source, opens new gaps and also states what it cannot say. Only tier 3 reports an index.
How it enters the measurement
Platform material · not part of the published instrument
1. Internal coherence audit: Does the brand do what the leadership believes? 2. With perception: Does what the brand does reach the public? 3. Full diagnosis: How coherent and how different is the brand?
An example
Platform material · not part of the published instrument
A brand that has only the leadership survey and the coded materials is at the first tier: it knows whether it does what it says, but not how it is seen.
Further
Platform material · not part of the published instrument
Related terms
Platform material · not part of the published instrument
The method and the author
Platform material · not part of the published instrument
All the reference pages describe the same method: how ACM Framework measures a brand's coherence. The terms are explained in the glossary. The instrument is openly published, with DOI 10.5281/zenodo.22926708, by Dumitru Talmazan.