Effects of marketing indicators application on brand evaluation

Abstract

The brand, as a relational capital segment,, represents the intangible assets. Not only influencing the company performance, the value of the brand determines the future growth and development. This paper presents a comparative literature review, which provides a basis for creating a framework of the most valuable marketing measures for brand evaluation. Marketing metrics are selected on certain criteria, which are determined by the marketing managers. The results presented in this paper should indicate the effects on the company performance from the correct selection of marketing indicators for brand evaluation. After reviewing the theoretical achievements in the field of brand metrics, the paper presents the most important set of measures, with the greatest impact on company performance. Also, the brand balanced scorecard is explained, together with examples of balanced scorecards of certain companies. Finally, the implications of brand metrics on the company's performance are presented.