Measuring Marketing

Chapter 19 Brand Scorecards

Measurement Need

To identify and assess the intangible factors within brand equity.

Solutioni

Brand assets and liabilities are scored compared to the average brand in that market. Roger J. Best suggests thinking of brand equity as the analog to the owner’s equity in the balance sheet. The difference is that brand equity is determined by subtracting brand liabilities from brand assets, and a scorecard for each is used.

Brand Assets

Brands are comprised of five primary assets:

1. Brand awareness: how aware are consumers of your organization and/or its offerings?
2. Market leadership: what is your market share?
3. Reputation for quality: are you perceived as offering superior quality?
4. Brand relevance: are your offerings ...