An increasing interest in the continuous evaluation of
brand performance has been observed in both managers and
academics over recent past using metrics approach. This
paper discusses the essential components of a brand
metrics strategy and application of brand scorecard as
an integrated approach to measure the overall
performance of brands. The discussion delineates the
process as how different constituents of metrics can be
linked to business performance. It has also been argued
in the paper that brand management is not just a
marketing issue; it also directly affects corporate
profitability. Effective brand portfolio management
starts by creating a fact base about the equity in each
brand and the brand's economic contribution. pdf
