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Brand Performance

Brand Performance

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Published by Simbu Arasan
Brand Performance
Brand Performance

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Published by: Simbu Arasan on Aug 24, 2012
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VOL 3, NO 9


Brand Performance and Brand Equity
Ebrahim chirani11 , Mohammad Taleghani12 , Nasim Esmailie Moghadam13 Abstract This paper focus on brand performance and brand equity. Role of brand equity in brand performance is also supported by literature and at the end of paper Conslusions are also drawn. Keywords: Brand Performance ; Brand Equity Introduction Since, the necessity of measuring the performance in macro level has been prevalent in order to evaluate the performance of an organization, an important point of view was established based on the performance of the products of an organization and that was applied in micro levels of the performance which is called the brand performance. The failure to measure the brand performance is a main weakness that has been widely discussed because brand is the first possession of a company. In fact, brand can play the primary role on the success of an organization by creating the competitive advantage via the performance of non-product related means. Understanding the differences of the products via their branding has given so much benefit to the companies including consistent volume and revenue over the years, resisting the attacks, getting higher fair share and specifically the cash flow and more earnings. The brand performance can be taken in to account as a factor that corresponds to the evaluation of brand success in the markets and it can help the brands achieve their goals in the market place.[1] Concept of brand performance Performance is often used as a dependent variable in marketing literature [2].The performance of brand points out that how successful a brand is in the market and aims to evaluate the strategic successes of a brand [3]. Some researchers considered the performance of brand in two parts including the brand market performance and brand profitability performance.They declare that the brand profitability performance is an index of the financial share of a brand in relation with the retailing profits and is evaluated using the profit and the margin of profit while the brand market performance considers the market demands and

.Department of Business Management,Rasht Branch,Islamic Azad University,Rasht,Guilan,Iran .Department of Industrial Management,Rasht Branch,Islamic Azad University,Rasht,Guilan,Iran .M.s of Business Management, Rasht Branch,Islamic Azad University,Rasht,Guilan,Iran



COPY RIGHT © 2012 Institute of Interdisciplinary Business Research


profitability and the success in category extension as the main indices of brand performance measurement. Aaker believed that the brand equity is a set of assets. In order to evaluate the brand performance Aaker (1996) proposed some indices related to the evaluation of market behavior. brand is defined as an asset in the balance sheet and is estimated for the accounting purposes or for merger. In other words. Role of brand equity in brand performance So far.com JANUARY 2012 VOL 3. cost structure. In addition. because customers already have favorable opinions and knowledge about a brand. Cost structure or the ability to reduce the expenditures of marketing programs of a brand is as a result of the prevailing customer mindset. liabilities of a brand. the brand premium is in fact the added price that a customer pays for the brand of a product and the price elasticity is the increase or decrease of brand demand as a result of rise or decline in prices. Chaudhuri and Holbrook (2001) concentrated on relative price and market share as the outcomes of the performance. According to their research. It indicates the potential ability of a brand for development and increase of income flow [6]. These definitions are generally classified in to two main approaches. He considered the market share. NO 9 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS evaluates the indices such as sale levels and market share[4]. Keller and Lehman (2003) consider the price elasticity. They defined the relative price as the ratio of a brand price to that of the leading competitors. Financial approach concentrates on the estimation of the value of a brand. feelings and attitudes about a brand [9]. the profitability and the development of opportunities are other factors of performance measurement and demonstrate the brand success in supporting line and category extensions and new product launches to the related categories. they introduced the brand market share as the percentage of a brand sale to total sales of all brands of a product [7]. the sale will be largely affected [5]. any aspect of the marketing program is likely to be more effective for the same expenditure level. Market share is an index that measures the success of marketing programs in brand unit sales. its name and its symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers. price premium. In this approach. First approach incorporates the definitions having the financial concepts and the second one consists of the definitions having the customer-based approaches.webs. according to Keller and Lehman. He also points out that the market share or the sale related information is widely affected by distribution coverage. price and distribution coverage as the indices of brand performance measurement and he also pointed out that the brand performance measurement using the market share often provides a widespread and sensible reflection of the condition of a brand or its customers. Meanwhile. If a brand has a main market or loses that or it is developing in a region. its market share should increase or at least not decrease. When a brand has a relative advantage in consumer’s mind. market share. COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 1034 .ijcrb. acquisition or divestiture purposes [8]. different definitions of brand equity have been proposed by the scientists and researchers since its emergence.While the researches related to the brand equity from the viewpoint of customers usually incorporates the collected data of the customer’s mind.

Differential effect is defined as the customer’s response to the marketing of a brand in comparison with the response to the marketing of an unknown or fictitiously named product or service. Brands will have more success and better performance in this regard if they intelligently and continuously evaluate themselves. This aspect of brand equity helps the organizations attract the customers and keep them [4]. The different dimensions of brand equity can be assumed as an important factor in the growth and decline of the general performance of a brand. customer’s response to the marketing is defined based on the customer’s perception. Brand equity is an added value that is created due to the brand name and knowing its dimensions can make a better understanding of the strengths and weaknesses of the brands in markets and it can make the comparison of a brand and its rivals easier. COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 1035 . brand knowledge and the customer’s response. (2003) also believe that the studies related to the brand equity have more established conceptual logic with the brand performance in comparison with other areas that makes it a viable segment for considering performance [4]. Conclusion Brand is beyond a name and is a key part of management. Keller (1993) defined the brand equity from the viewpoint of customers as the differential effect of brand knowledge on customer’s response to marketing of a brand.webs. The brand performance is often taken in to account as the outcome of the brand equity model and is defined as the economic results that the producers with strong brands wishes to achieve [2]. brand quality and the brand loyalty causes the increase of brand market performance. The main advantage of the brand equity is its positive effect on demand. preferences and the behaviors due to marketing mix activities [8]. The brand knowledge is also defined based on the brand awareness and brand image and is conceptualized by the personality and the brand association links. NO 9 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS These assets are divided in to five groups including brand awareness. According to his studies. It is expected that the brand awareness. Brands which have higher equity can get the customer’s preferences and tendencies and result in higher level of sale. Although brand is not a goal itself. it is expected that the factors affecting the brand performance be evaluated more precisely.com JANUARY 2012 VOL 3. with regard to the effect of brand equity dimensions on the brand performance. there are three main parts in this definition including differential effect. perceived quality. Therefore. it can be an important tool to evaluate the general performance of an organization. Moreover.ijcrb. it is likely that they can be merged in casual model to obtain clearer and more precise results. Brand can create the value for customers and result in more revenue for the company. brand loyalty. since any manager wishes to have a strong brand. brand association and other proprietary of brand assets [10]. In addition. Baldauf et al.

European Journal of Marketing. (2007). W. No. (1993). N. [3] Ho. New York. Marketing Management. Cass Aron.38.65. No. [7] Chaudhuri Arjun.12.7/8. Journal of Marketing. Cravens Karen S. Californiya Management Review.1-22. (2005). vol. [9] Kartono Benjamin. Holbrook Moris B.3. "Performance Consequences of Brand Equity Management Evidence from Organization in the Value Chain". (2003). NY. vol. " Linking Costomer. Journal of Marketing. "The performance benefits of being brand . (1996).oriented". "Measuring Brand Equity Across Products and Markets".3. vol. No.1. and Binder Gudrun. pp. pp. pp. "Conceptualizing.26-31. No.ijcrb. DBA Thesis. "Market Orientation Versus Innovative Cultur: Two Routes to Superior Brand Performance".1-37. (2003)..S.102-120. " How Do Brands Creat value". pp. [6] Keller Kevin Lane.Based Brand Equity to Market Performance:An Integrated Approach to Brand Equity Management".2.4. (1996). No. Journal of Product & Brand Management.81-93.17. [5] Aaker David A. Southern Cross University. [10] Aaker David A.6. (2008).com JANUARY 2012 VOL 3. The Free Press. No. pp. Ngo Liem Viet. vol. pp.12. " Retailers . Measuring. vol. (2006). [2] Tran Quan Ha Minh. NO 9 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS References [1] O.868-887.57 No.. COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 1036 .372-383 [4] Baldauf Artur. Journal of Product & Brand Management. " Building Strong Brands". Y.W.. vol. (2001) .41. Australia. "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty". vol. ZIBS Technical Report. and Managing CustomerBased Brand Equity". [8] Keller Kevin Lane. Rao Vithala R. pp.. Merrilees.220-236. Perceptions of Product Brand Equity : An Empirical Study of Vietnamese Independent Grocers". B. pp.webs. Lehman Donald R.

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