10. Building a Brand Business Scorecard

Numbers don’t lie

Check the scoreboard

—Jay Z1

Building a Brand Business Scorecard is an essential part of a disciplined brand management process. It is a single integrated report card with metrics that represent business strengths and weaknesses as well as brand strengths and weaknesses. Measuring progress is an imperative component in a meaningful, actionable Brand Plan to Win. This point cannot be stressed enough: meeting measurable milestones is not an option. You need to know where you are headed and if you are making meaningful progress in getting there.

The Brand Business Scorecard has three key business performance measures and eight key brand performance components (see Figure 10.1). The brand ...

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