Brand balanced scorecard (BBS)
Bram den Engelsen
The Brand Balanced Scorecard (BBS) applies Kaplan and Norton's (2001) business balanced scorecard approach to brand management. A brand should have meaning for all its stakeholders. The BBS distinguishes between customer meaning, employee meaning, investor meaning, and public meaning. Other stakeholders can be included, such as distributors. For each relevant stake-holder group, the brand manager specifies the brand's critical success factors, and its performance indicators, in terms of knowledge, attitude, and behaviour. On the basis of this, targets are set and a balanced brand-building strategy is implemented. Finally, brand performance is monitored using...