Performance measurement for brand protection: a strategic scorecard approach

This chapter explores how brand protection practitioners may adopt a balanced scorecard to demonstrate the value of their work. Balanced scorecards have helped profit center managers demonstrate how their work contributes to the company bottom line. Similarly, they may help brand protection practitioners shed their "cost center" image and demonstrate how their work supports the company bottom line. It considers design elements such as target audience, link to strategy, benefits, program and operational perspectives, data measures and management, and engagement. It also considers components such as total program value recovery, the number of consumers protected, sales loss exposure, trends in incidents, monitoring of offline and online markets, defensive actions such as partner audits and customs recordals, and integration of best practices. Above all, scorecards offer a means for practitioners to standardize their efforts and learn from each other.