Brand Performance Management
Value and Vision
The challenge is clear: build a strong brand, which captures and holds on to customers while contributing to value creation. The method is clear: roll out an integrated multi-channel brand experience and align the organization accordingly.
But how to recognize whether the effort to put the customer at the center of all internal and external activities pays off? How to decide where strategic adjustment is needed to lift the brand’s attractiveness and relevance and thereby the company’s value?
The answer is clear: implement proper brand performance management.
Data Usage and Outcome
Compared with their competitors above-average successful companies are + 108% more effective in recording customer data and generating insights and + 84% better in translating databased customer insights into specific measures.
Brand performance management empowers those in charge to steer a brand holistically and in a forward-looking manner.
This goes beyond evaluating the brand’s past performance and outcomes; it also means tracking the multiple factors that ultimately add up to better results.
Accordingly, our brand performance score card takes into account standard numbers like brand strength or brand equity as well as a supplementary set of early indicators, which describe the brand’s current performance. We have identified three key factors that influence the success and capitalization of a brand in the future - interaction, integration and innovation. They figure in our brand monitoring.
The Brand Performance Score Card: Tracking Performance and Results
To manage a brand successfully requires extensive monitoring based on reliable statistics. That is why we aggregate in our brand performance score card all the necessary facts and figures that demonstrate a brand's annual performance and how it compares to previous years.
But we go further and analyze current interaction options, levels of touch-point integration, and the brand’s capacity for innovation. These are indicators that measure the level of involvement, relationship and adaptability; and all these indicators spotlight where a brand’s performance can be further improved.
For example, in examining interaction we track the brand’s activity and reach to assess whether it commands sufficient attention to spark customer and employee engagement.
In checking integration, we measure the clarity and conciseness of communication, while looking out for any disconnects between the brand’s promise and its fulfillment at various stages in the buying cycle or at specific touch-points.
Finally, in gauging innovation, we evaluate if product and service innovations contribute to the brand’s positioning and promote a consistent brand experience.
All KPIs receive company-specific definitions and are integrated into the brand status that we either periodically report on via the Systemic Branding score card or, ideally, via the Systemic Branding dashboard:
Irrespective of whether this is implemented as a stand-alone version or as part of an existing brand portal, online tracking provides a sharper image of where the brand stands here and now and where it is heading.
The main factors of success to improve customer channels are:
- 40% systematic collection of consumer data
- 43% customer-focused organization
- 56% technology
Brand Performance Management: Improved Performance, Improved Results
Sales and earnings figures, performance indicators and derived fields of action accompanied by concrete recommendations – brand performance management identifies potentials and shows how to realize them effectively.
1. Seamless monitoring
Monitor brand status and brand performance in real-time; utilize BI systems companywide
2. Deepen insights
Correlate data across all departments; enhance KPI sets
3. Respond faster
Detect opportunities and critical issues earlier; initiate actions proactively
4. Create more value
Implement brand stewardship; allocate budgets according to value contribution
5. Shape future markets
Unlock innovations to expand the brand experience; define new markets