Brand Key Performance Indicators as a Force for Brand Equity Management
Joel RubinsonUniversity of Chicago
Markus PfeifferUniversity of Munich
INTRODUCTION
Imagine the branding challenges that a CMO might face as he or she first joins a new company.
The CMO is likely to start by taking stock of how brands are managed by each division and brand group. What they are likely to find is that each group operates in a silo and has evolved different brand practices over time. The brand strategy templates and planning processes probably are different (or nonexistent) across groups. Some brands will have...