Brand Key Performance Indicators as a Force for Brand Equity Management

A measurable framework for brand equity is presented that links together financial performance, loyalty, and attitudinal dimensions and for understanding the impact of a corporate brand on sub-brands that share the same name.

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...