Brand Performance System

The Brand Performance System is a system for evaluating brands. A further development of the ACNielsen brand balance sheet in collaboration with Frank Riedel and Volker Trommsdorf. The brands are rated according to a point value system, with the selection and weighting of the indicators being empirically validated in a causal model.

The Brand Performance System thus counteracts one of the main criticisms of the brand balance sheet. The system works exclusively with market research data. It has a modular structure in order to be able to analyze the different facets of brand value: financial value of the brand, strength of the brand and associations with the brand in terms of content. The financial value is calculated on the basis of an income approach.

The system is one of the few practical brand evaluation systems. More than 300 brands have been rated since 1991.

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