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Brand Metrics: A Tool to Measure Performance

Author

Listed:
  • Rajagopal

    (Tecnológico de Monterrey, Campus Ciudad de México)

  • Rajagopal, Amritanshu

    (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.

Suggested Citation

  • Rajagopal & Rajagopal, Amritanshu, 2007. "Brand Metrics: A Tool to Measure Performance," Marketing Working Papers 2007-02-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    • Handle: RePEc:ega:wpaper:200702
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    File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2007-02-MKT.pdf
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    More about this item

    Keywords

    Brand performance; brand measurement; brand scorecard; performance metrics; brand variability; risk management; brand experience;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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