Key Performance Indicators (KPI)

29

Brand equity

Strategic perspective

Marketing and sales perspective

Key performance question this indicator helps to answer

To what extent is value driven by our brand?

Why is this indicator important?

A brand (at either corporate or product level) represents an enormously valuable piece of legal property, capable of influencing consumer behaviour and providing the security of sustained future revenues to their owner. The value directly or indirectly accrued by these various benefits is often called brand equity.

Brand equity is the value (positive and negative) that a brand adds to an organisation’s products and services. Brand equity may ultimately manifest itself in several ways. Three of the most important ways are as the price premium ...