“You can’t manage what you don’t measure.” ~ Peter Drucker

If you are a brand manager, by definition, you are measuring the performance of your brand on a regular basis. Otherwise, how can you successfully manage your brand? Here are the items I recommend brand managers measure:

• Unaided brand awareness (for the categories in which the brand competes and perhaps for the customer benefits the brand delivers)
• Top-of-mind brand associations (your brand’s true position in its customer’s minds)
• Perceived brand delivery against the most important customer benefits
• Attitudinal loyalty toward the brand
• What customers think makes your brand unique (differentiation)
• Brand price sensitivity (a measure of brand strength)
• Brand vitality (a measure of brand marketplace momentum)
• Brand quality perceptions
• Brand value perceptions
• Brand accessibility perceptions
• Emotional connection to the brand
• Brand values alignment with its customers
• Brand distribution
• Brand market share
• Brand sales
• Brand profitability

If you have access to these brand metrics, it is more likely that you are actively managing your brand to increase its strength and performance. One should measure most of these items at least once a year and immediately after major brand initiatives.

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