[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/p/ega/wpaper/200702.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2007-02-MKT.pdf
    Download Restriction: no
    ---><---

    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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ega:wpaper:200702. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Amaranta Arroyo (email available below). General contact details of provider: https://edirc.repec.org/data/emitemx.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.