Tài liệu

Chỉ số KPI cho Brand

Stt English

VietNamese

1

Number of negative media coverages

Number of negative media coverages.

Direction: Minimize

----

This cannot be 100% controlled by the the marketing 
person or department. There are external factors that 
may affect this. How does this then become a KPI

2

Q Score

The 

Q Score

 is a way to measure the familiarity and 

appeal of a brand, company, celebrity, cartoon 
character or television show.

Interpretation:

The higher the Q Score, the more well-known and 
well thought of the item or person being scored is. 
The Q Score is primarily used by the marketing, 
advertising and public relations industries.

Direction: Maximize

3

Brand strength

Measures brand stability, relation to market leaders, 
profitability, geographical spread, and protection.

Unit type: Number 

Direction: Maximize

-----

1. How can you measure brand strength?

Thanks

2.

5 months ago

 by 

Christian U.

A good approach to measure brand strength 

comes from Riesenbeck and Perrey with the 
brand funnel method similiar to the purchase 
funnel. For the measurement of the items 
quantitative research questions are used:

1)Brand awareness: Do you know brand x 
(aided awareness)?

2)Familiarity: How familiar are you with the 
brand x?

3)Consideration: Would you consider brand x 
when buying a e.g. telephone?

4)Purchase: Have you already purchased 
brand x?

5)Loyalty: Would you repurchase brand x 
again?

All these items give you a certain percentage 
based on the research results for example:

1) Brand awareness 80% 
2) Familiarity 60% 
3) Consideration 40% 
4) Purchase 25% 
5) Loyalty15%

Given the results it can know be interfered 
where the transfer rates from one step to the 
next are insufficient and outlines therefore 
weak spots that need to be improved. To get 
an even better picture you do the same for 
your 2 main competitors and compare there 
performance with yours.

4

Consumer awareness

Measures brand recognition and differentiation.

5

Brand relevance

Measures the brand modernity, ability to excite, as 
well as its commitment to non-consumer driven 
ethical or socially responsible values.

6

Brand credibility

Measures the extent to which the brand is reliable and

responsible for the customers, and the effectiveness 
(trustworthiness) of the brand advertising.

7

Brand consideration

Measures the influence of the brand familiarity on 
actual consumer choice.

Unit type: Score

8

Revenue generation capabilities of brand

Revenue generation capabilities of brand. Measures 
the impact of the brand familiarity on sales, including
future sales volume potential of the brand.

Unit type: Score

9

Growth sustainability rate of brand

Growth sustainability rate of brand. Measures the 
impact of the brand to the maximum growth rate the 
brand owner can sustain without increasing financial 
leverage.

10

Transaction value of brand

Transaction value of brand. Identifies the 
product/serivce transaction value and measures the 
current and potential value the brand adds to a 
transaction.

11

Return on investment (ROI) of brand

Return on investment (ROI) of the brand. Measures 
the ROI in the brand marketing.

12

Brand awareness %

Percentage of people questioned in a survey that 
know your brand.

Unit type: Percentage 

Direction: Maximize

----

There are two ways of measuring: Unprompted and 
prompted. Best measure is unprompted