Measuring the market performance of brands: Applications in brand management

Singh, Jaywant and Uncles, Mark (2016) Measuring the market performance of brands: Applications in brand management. In, Dall'Olmo Riley, Francesca, Singh, Jaywant and Blankson, Charles (eds.) The Routledge Companion to Contemporary Brand Management: 1st Edition (Hardback) book cover The Routledge Companion to Contemporary Brand Management. (Routledge Companions in Business, Management and Accounting) Routledge, pp. 45-63. (doi:10.4324/9781315796789-9).

Abstract

Estimating a brand’s actual market performance poses several challenges. Advances in research, however, reveal significant insights that assist with the task of assessing performance. This chapter considers the measurement of a brand’s market performance and demonstrates how this under - standing translates into actionable marketing applications. The chapter illustrates the breadth of 50+ years of robust empirical evidence on brand performance metrics through the story of a recent university graduate who starts her career as a brand manager. The brand manager has the foresight to read extensively on the subject of brand performance metrics and she explores how these metrics help in thinking about brand loyalty, and how theory can be used to benchmark a brand’s performance. The brand manager goes on to consider research evidence on market segmentation and product variants, and what this evidence implies for the practice of brand management. The chapter ends with discussion of recent research advances and applications, and the possible implications for future generations of brand managers.

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Contributors

Author: Jaywant Singh

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