10. brand evaluation
DESCRIPTION
Brand evaluation by Tharaka DiasTRANSCRIPT
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
Multi-dimensional evaluation
Summarising the brand’s health
Measuring brand success goes beyond sales and profitability
All facets of the brand can be evaluated using a set of measures, based upon the brand building process
Brand performance must be measured in terms of factors internal to the organization, as well as external factors
Brand performance must be measured in terms of customer and business based criteria
Performance measures must satisfy all stakeholders
A holistic perspective to performance measurement enables the organization to focus upon specific weaknesses
Brand vision
Organizational culture
Brand objectives
Brand essence
Implementation and brand resourcing
Summarizing brand health
The brand team should consider each of the blocks of the model and thus be better placed to evaluate and monitor the brand
Considering the results of evaluation in relation to the original aims should inspire the changes required to help the brand achieve its goals – the brand health bar uncovers strengths and weaknesses of the brand
The balanced perspective of building and strengthening brands has enabled us to view the brand from inside and outside the organisation, and has provided a framework for the creative members of the brand team to work effectively with the strategists, as well as with the entire staff of the organisation
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