The Fellows Fundamentals: Assessing Brand Performance

As part of The Fellows Fundamentals series the late Tim Ambler discusses the importance of measuring brand performance through non-financial metrics (brand equity) and not simply relying on financial measures like ROI. 

All successful companies practise marketing, whether they use the word or not. If they talk of “marketing performance”, what they mean is “brand performance”, i.e. the sum of their brands’ performances if it has a portfolio of brands or the single brand if it has just one, usually bearing the name of the company. If it only sells no-name products, the brand name is the company name. In other words, assessing brand performance matters to everyone in business.

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