Brand excellence: a holistic model for brands evaluation and ranking - the case of Isfahan brands

Abstract

In recent years, relatively few scholars and practitioners have worked on the subjects of evaluating intellectual capital, particularly continuous and comprehensive evaluation of brands and almost all of the studies are confined solely to the financial or customer-based perspective. Since excellence models provide a comprehensive basis for performance improvement and benchmarking, the aim of this study is to propose a holistic model for brand excellence and to propose an implementation guideline intending to fill the gap between theory and practice of systems thinking in brand management. The model offers a structured approach about how to exploit brand strengths and how to classify or prioritise areas of improvement. A case study is presented to illustrate the capability of the proposed model.