New Brand Leadership, Managing at the Intersection of Globalization, Localization and Personalization, by Larry Light and Joan Kiddon, Pearson 2015
The takeaway from consultants' Light and Kiddon's book, drawing on their work with McDonald's and RJReyolds, is that it's not enough to build a solid, high performing brand. Your marketing must be directed at creating at necessary, valued brand. Specifically, they want organizations to create brand vision that matches that goal, and to identify and select performance metrics that matter.
The authors recommend that companies build a "Brand Business Scorecard" to establish a baseline and track against new globalized marketing moves. The new scorecard will look at volume revenues, familiarity, penetration, as well as market share, brand reputation, and finally value, trust and brand power. Although these ratings of the classic marketing success elements seem simple enough, placed in the context of changed demographics, and global web businesses, they become more difficult to define and filter out. Look to these two consultants to carve a path through what could be a confusing journey.