Building the Brand Scorecard
Don SextonColumbia Business School
Numerous measures have been suggested and used to monitor the health of a brand. Are all of these measures really necessary? Is there a smaller group of measures that can form an effective brand scorecard?
For the past year, I have been working with the Conference Board's Council on Corporate Brand Management to build a brand scorecard. Over the same time period, I have discussed these ideas with numerous brand managers while making presentations and chairing panel discussions on monitoring brands for organizations such as the Association of National Advertisers and...