Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition

11. Tendency 11: The Lack of a Balanced Brand-Business Scorecard

The goal of a Brand-Business Plan is to profitably manage customer-driven, top-line enduring profitable growth. A Brand-Business Scorecard reinforces the importance of producing a proper balance between both business and brand results. Using measurable milestones, it evaluates whether the brand leadership is doing the right things in the right way. From the brand side of the balance, the Brand-Business Scorecard must reflect the 5 Action Ps as written in the Plan to Win. From the business side of the balance, the Scorecard must reflect business metrics such as sales, profits, and share.

In 1996, Robert Kaplan and David Norton introduced an idea for a strategic measurement and management ...