A FRAMEWORK FOR EVALUATING BRAND PERFORMANCE METRICS
Abstract
A significant amount of research has concentrated on how a brand's personality allows a customer to use the brand to convey certain aspects of their identity or their ideal self. In addition, brand personality can be seen as a crucial factor in differentiating a brand within a product category, as a major influence on customer preference and usage, and as a common denominator that can be utilized to promote a cross-cultural brand. There is generic or core, expected, augmented, and prospective levels that make up a brand. The commodity form that satisfies the fundamental requirements of the user or buyer is known as the generic level. The commodity is value-engineered to meet certain target minimum purchasing requirements, including functional capabilities, availability, and pricing, within the anticipated level. Buyers and users become more sophisticated as they gain experience, thus the brand would need to be enhanced in more complex ways with more values that meet both practical and emotional demands. A variety of fundamental auxiliary services not connected to the primary brand are offered by the augmented brand. These consist of customer service, installation, training, shipping, credit and purchase terms, and guarantees. The only thing limiting the brand's ability to reach its maximum potential with even greater brand experience is inventiveness. The degree of influence and worth that brands have in the marketplace varies. Despite their complexity, brands ultimately exist in the imaginations of customers.
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