It's often hard to measure ROI when measuring brand awareness. I'd argue that if people know who you are then marketing, sales, brand and even the product team are doing a good job.
Sales and lead generation is another story....
Some things worth considering when determining your ROI is your brand's awareness amongst competitors:
- Brand Awareness - Who are you, are you identifiable? Know what you stand for and what you can offer. Who are your customers - it can't just be everyone? Segment and conquer.
- Brand Loyalty - Retention marketing. Consideration: Can customers really remain loyal or will they always go for best product or price?
- Transactions - Most obvious and easiest to measure.