Building the Brand Scorecard

Discusses the selection of appropriate measures to include in a Brand Scorecard. The author reports on a project of the Conference Board’s Council on Corporate Brand Management, the aim of which was to recommend a manageable number of key measures out of the near hundred that have been suggested.

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...