10. brand evaluation

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

Multi-dimensional evaluation

Summarising the brand’s health

Measuring brand success goes beyond sales and profitability

All facets of the brand can be evaluated using a set of measures, based upon the brand building process

Brand performance must be measured in terms of factors internal to the organization, as well as external factors

Brand performance must be measured in terms of customer and business based criteria

Performance measures must satisfy all stakeholders

A holistic perspective to performance measurement enables the organization to focus upon specific weaknesses

Brand vision

Organizational culture

Brand objectives

Brand essence

Implementation and brand resourcing

Summarizing brand health

The brand team should consider each of the blocks of the model and thus be better placed to evaluate and monitor the brand

Considering the results of evaluation in relation to the original aims should inspire the changes required to help the brand achieve its goals – the brand health bar uncovers strengths and weaknesses of the brand

The balanced perspective of building and strengthening brands has enabled us to view the brand from inside and outside the organisation, and has provided a framework for the creative members of the brand team to work effectively with the strategists, as well as with the entire staff of the organisation

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