Criteria to assess brand success

Abstract

The academic and trade press often talk about the "success" of brands or "successful brands", yet there is disagreement regarding suitable brand success criteria. Reaching a consensus on the definition of brands' success criteria is essential not only for an appropriate use of the term "success", but also for improving firms' understanding of which criteria should be used as a measure of their success. Following a literature review on measures of brand success, we report on depth interviews with 20 leading-edge brand consultants to consider appropriate criteria to measure brand success.