Measuring brand strategy: can brand equity and brand score be a tool to measure the effectiveness of strategy?

Abstract

Measuring the effectiveness of brand strategy is a difficult task. This paper examines the approach to measurement of strategy through application of brand score and brand equity as a tool. The study was done in two phases. In the first phase brand score was calculated by 150 postgraduate management students. The second phase of study was to calculate brand equity using the same respondents for the same brands. The top three brands in food, cold drink and telecommunication service provider segments were selected for the study. Higher McDonald's brand score also had higher brand equity index when compared to Domino's and Pizza Hut. It means strategy is working quite well as reflected in two measurable tools. The individual component study for brand score and brand equity index can give insight on impact of strategy on these two measurable approaches of strategy. It can also help in reducing wastage of promotional expenditure. This could give scope for further research because of less work done in this area.