KPIs for Brand

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Number of negative media coverages

Stt 1

Number of negative media coverages.

Direction: Minimize

This cannot be 100% controlled by the the marketing person or department. There are external factors that may affect this. How does this then become a KPI Q Score

2

The Q Score is a way to measure the familiarity and appeal of a brand, company, celebrity, cartoon character or television show.

Interpretation:

The higher the Q Score, the more wellknown and well thought of the item or person being scored is. The Q Score is primarily used by the marketing, advertising and public relations industries.

Direction: Maximize Brand strength

3

Measures brand stability, relation to market leaders, profitability, geographical spread, and protection.

Unit type: Number

Direction: Maximize

1. How can you measure brand strength? Thanks

2. 5 months ago by Christian U.

A good approach to measure brand strength comes from Riesenbeck and Perrey with the brand funnel method similiar to the purchase funnel. For the measurement of the items quantitative research questions are used:

1)Brand awareness: Do you know brand x (aided awareness)?

2)Familiarity: How familiar are you with the brand x?

3)Consideration: Would you consider brand x when buying a e.g. telephone?

4)Purchase: Have you already purchased brand x?

5)Loyalty: Would you repurchase brand x again?

All these items give you a certain percentage based on the research results for example:

1) Brand awareness 80% 2) Familiarity 60% 3) Consideration 40% 4) Purchase 25% 5) Loyalty15%

Given the results it can know be interfered where the transfer rates from one step to the next are insufficient and outlines therefore weak spots that need to be improved. To get an even better picture you do the same for your 2 main competitors and compare there performance with yours. Consumer awareness

4

Measures brand recognition and differentiation. Brand relevance

5

Measures the brand modernity, ability to excite, as well

as its commitment to nonconsumer driven ethical or socially responsible values. Brand credibility

6

Measures the extent to which the brand is reliable and responsible for the customers, and the effectiveness (trustworthiness) of the brand advertising. Brand consideration

7

Measures the influence of the brand familiarity on actual consumer choice.

Unit type: Score Revenue generation capabilities of brand

8

Revenue generation capabilities of brand. Measures the impact of the brand familiarity on sales, including future sales volume potential of the brand.

Unit type: Score Growth sustainability rate of brand

9

Growth sustainability rate of brand. Measures the impact of the brand to the maximum growth rate the brand owner can sustain without increasing financial leverage. Transaction value of brand

10

Transaction value of brand. Identifies the product/serivce transaction value and measures the current and potential value the brand adds to a transaction. Return on investment (ROI) of brand