Ecco il RoBI https://www.manager.it/default.asp?page=A_brandstrat.html&folder=f_mrktcomm

1. Brand StrategyBrand Strategy

2. Brand StrategyBrand Strategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
Measuring RoBI

3. Successful Brand-BasedSuccessful Brand-Based
CommunicationsCommunications
• Use all communication strategies to help
achieve your corporate strategy and brand
vision.
• Let your brand positioning largely determine
the right communications strategy to execute.
• Use an integrated marketing communications
strategy to get maximum return from all dollar
investments.

4. Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:
• Brand name knowledge, awareness,Brand name knowledge, awareness,
recognition, recallrecognition, recall: measures strength of the
brand as reflected by customer's ability to
identify the brand under varying conditions
• Contract fulfillmentContract fulfillment: measures the degree to
which your brand is upholding its Brand
Contract

5. Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:
• Acquired customersAcquired customers: counts customers
claiming they have come to your company based
on the strength of the brand
• Customer loyaltyCustomer loyalty: measures the degree to
which customers continue to purchase your
brand and how long that loyalty has lasted

6. • Financial valueFinancial value: reports the financial value of
your brand in the marketplace
• Price premiumPrice premium: finds the percentage of price
premium your brand is able to command over
private-label brands, as well as key competitor
brands
Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:

7. Source of Reference:
Scott M. Davis, Brand Asset Management, Jossey
Bass.