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11.brand evaluation

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Brand evaluation by Tharaka Dias

Brand evaluation by Tharaka Dias

Published in: Business, Technology

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  • Sphere - Arena
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    • 1. THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM
    • 2.  Multi-dimensional evaluation Summarising the brand’s health
    • 3.  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 internalto the organization, as well as external factors Brand performance must be measured in terms of customer andbusiness based criteria Performance measures must satisfy all stakeholders A holistic perspective to performance measurement enables theorganization to focus upon specific weaknesses
    • 4.  Brand vision Organizational culture Brand objectives Brand essence Implementation and brand resourcing Summarizing brand health
    • 5.  The brand team should consider each of the blocks of themodel and thus be better placed to evaluate and monitorthe brand Considering the results of evaluation in relation to the originalaims should inspire the changes required to help the brandachieve its goals – the brand health bar uncovers strengthsand weaknesses of the brand The balanced perspective of building and strengtheningbrands has enabled us to view the brand from inside andoutside the organisation, and has provided a framework forthe creative members of the brand team to work effectivelywith the strategists, as well as with the entire staff of theorganisation
    • 6.  Brands are complex entities and cannot bemeasured by just one parameter Any assessment of a brand’s performance overtime needs to be based on measuring changesamongst factors internal to an organisation, as wellas external to an organisation