Making Brand Management Accountable : The Influence of Brand Relevance, Globalness and Architecture on Brand Efficiency

Bauer, Hans H. ; Donnevert, Tobias ; Hammerschmidt, Maik ; Maier, Alexander

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URN: urn:nbn:de:bsz:180-madoc-273252
Document Type: Working paper
Year of publication: 2008
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W117e
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject: 330 Economics
Abstract: Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. Many marketers believe brands are important because they influence customer decisions and ultimately create financial value. However, few brand managers are able to back up their beliefs with facts and figures. Thus, researchers and practitioners are increasingly advocating the need to link branding activities to customer-based brand equity and firm value. This paper provides four contributions: First, we introduce a two-stage concept of brand efficiency as a comprehensive and theoretically sound measure for the performance of the brand management process. Second, we examine internal (globaleness and brand architecture) and external (category-related brand relevance) variables that moderate brand management efficiency. Third, we provide a multi-item measure for brand relevance and validate this measure in 36 B2C product categories. Fourth, we assess brand efficiency and the influence of the moderating variables for 220 brands for 12 of these product categories.

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