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RETURN ON BRAND INVESTMENT

that is. • Measure its movement in terms of changing preferences and loyalties. • • • • •  Allow to see that overall strategic movement is according to the strategic plans. Offer insights into provision of resources in a more effective way. Let you adjust or reinforce communication plans for consistent focus.THE USE OF ROBI: • The basic idea of ROBI is to measure brand’s performance. . Offer insights into any changes that may be required in adjusting brand position or further strengthening it. Let you identify brand strength and potential areas of growth within and across categories. line or brand stretch.

on the one hand. . strategic factors that cause those results. on the other. and.Why we measure performance ? we measure. financial results.

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Esteem 4. Knowledge . Relevance 3.Brand dynamics There is a cause-and-effect relationship between strategic factors and financial measures. Differentiation 2. according to the most relevant brand equity model by Young and Rubicam (Y&R) are: 1. The strategic factors.

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• Is the brand in a growing sector? • Is the brand making consistent share gains? • Does the brand have a dominant competitive position? • Is the brand clearly differentiated? • Are there high barriers to entry for competitors? • Does the brand generate outstanding margins? • Is the brand creating strong cash flow? .