This document discusses brand strategy and measuring return on brand investment. It outlines developing a brand vision and position, communicating that position, and fulfilling the brand contract. Metrics for measuring return on brand investment are proposed, including brand awareness, contract fulfillment, acquired customers, customer loyalty, financial value, and price premium. The source is a book on brand asset management.

1. Brand StrategyBrand Strategy

2. Brand StrategyBrand Strategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
Measuring RoBI

3. Successful Brand-BasedSuccessful Brand-Based
CommunicationsCommunications
• Use all communication strategies to help
achieve your corporate strategy and brand
vision.
• Let your brand positioning largely determine
the right communications strategy to execute.
• Use an integrated marketing communications
strategy to get maximum return from all dollar
investments.

4. Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:
• Brand name knowledge, awareness,Brand name knowledge, awareness,
recognition, recallrecognition, recall: measures strength of the
brand as reflected by customer's ability to
identify the brand under varying conditions
• Contract fulfillmentContract fulfillment: measures the degree to
which your brand is upholding its Brand
Contract

5. Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:
• Acquired customersAcquired customers: counts customers
claiming they have come to your company based
on the strength of the brand
• Customer loyaltyCustomer loyalty: measures the degree to
which customers continue to purchase your
brand and how long that loyalty has lasted

6. • Financial valueFinancial value: reports the financial value of
your brand in the marketplace
• Price premiumPrice premium: finds the percentage of price
premium your brand is able to command over
private-label brands, as well as key competitor
brands
Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:

7. Source of Reference:
Scott M. Davis, Brand Asset Management, Jossey
Bass.