Chapter8
Brand performance and metrics
Chapter aims and learning outcomes
This chapter corresponds to the third stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. measuring and interpreting brand performance (see Figure 8.1), and aims to achieve the following:
1.Explore a conceptual model for understanding the creation of brand value and identifying the sources and outcomes of brand equity (Brand Value Chain Model).
2.Discuss the two components of brand audit: Brand inventory and brand exploratory.
3.Explore the qualitative and quantitative techniques organisation can use when pursuing a brand exploratory.
4.Discuss ways organisations can understand the brand ecology by pursuing ethnographic studies.
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