A measurable framework for brand equity is presented that links
together financial performance, loyalty, and attitudinal dimensions and
for understanding the impact of a corporate brand on sub-brands that share
the same name. This study describes specific key performance indicator
measures and, most importantly, how to intelligently set targets for each
measure, so that marketers can track and manage the success of their
brands. A case history for a large European telecommunications company is
presented that shows how this framework produced a very different view of
the health of the company's brands versus prior research, one that
was ultimately accepted as correct. This study discusses organizational
problems the CMO had to address as he tried to implement this new
framework, and how to generalize this approach to other industries.