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Brand Metrics: A Tool to Measure Performance

Rajagopal () and Amritanshu Rajagopal
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Rajagopal: Tecnológico de Monterrey, Campus Ciudad de México
Amritanshu Rajagopal: Tecnológico de Monterrey, Campus Ciudad de México

Authors registered in the RePEc Author Service: Rajagopal

No 2007-02-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: An increasing interest in the continuous evaluation of brand performance has been observed in both managers and academics over recent past using metrics approach. This paper discusses the essential components of a brand metrics strategy and application of brand scorecard as an integrated approach to measure the overall performance of brands. The discussion delineates the process as how different constituents of metrics can be linked to business performance. It has also been argued in the paper that brand management is not just a marketing issue; it also directly affects corporate profitability. Effective brand portfolio management starts by creating a fact base about the equity in each brand and the brand's economic contribution.

Keywords: Brand performance; brand measurement; brand scorecard; performance metrics; brand variability; risk management; brand experience (search for similar items in EconPapers)
JEL-codes: M11 M31 (search for similar items in EconPapers)
Date: 2007-03
New Economics Papers: this item is included in nep-mkt
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