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. This study describes specific key performance indicator measures and, most importantly, how to intelligently set targets for each measure, so that marketers can track and manage the success of their brands. A case history for a large European telecommunications company is presented that shows how this framework produced a very different view of the health of the company's brands versus prior research, one that was ultimately accepted as correct. This study discusses organizational problems the CMO had to address as he tried to implement this new framework, and how to generalize this approach to other industries.