TABLE OF CONTENTS This chapter focuses on the brand evaluation block of the process for building and sustaining brands (see Figure 10.1). Brands are multidimensional entities, and thus any brand evaluation needs to assess a variety of parameters. Using the relevant building blocks from the brand-planning process, criteria internal and external to an organization are identified which provide insight about the brand's health.
If the brand's team has followed the sequential stages of the brand-building process illustrated in Figure 10.1, there is a high likelihood of there being an integrated brand that is respected by all stakeholder groups. At each stage in this brand-building/strengthening process, decisions have been taken about how the brand should be moulded to achieve specified objectives.
After launching the new brand, or enacting changes to an existing brand, its acceptability will become apparent over time as customers and other stakeholders respond to it. At the most fundamental level, tracking the brand's sales and profitability will provide some insight regarding the suitability of the brand. By tracking the brand against a broader set of measures, the brand's team is in a stronger position to fine-tune the brand.
Different writers have proposed alternative criteria for assessing brands. For example, the brand could be assessed by considering its financial value (Perrier 1997; Haigh and Knowles 2004; Kapferer 2004), or by considering the brand's equity (Aaker 1996;Ambler 2003) or through the brand report card (Keller 2000),...
