Figure 7.13: Brand Equity Scorecard
INPUT (Yellow Cells)
- Relative Importance is limited to 0% to 100%
- The total Relative Importance must add up to 100%.
| BRAND ASSETS | Relative Importance (*) |
Very Low 0 |
Below Average 25 |
About Average 50 |
Above Average 75 |
Very High 100 |
Brand Asset Score |
| Brand Awareness | 20 | ||||||
| Emotional Connectedness | 5 | ||||||
| Brand Loyalty | 15 | ||||||
| Product Line Extensions | 15 | ||||||
| Price Premium | 10 | ||||||
| Overall Brand Asset Score | 100% | 65.0 | |||||
| (*) Must add to 100% | |||||||
| BRAND LIABILITIES | Relative Importance (*) |
Very Low 0 |
Below Average -25 |
About Average -50 |
Above Average -75 |
Very High -100 |
Brand Asset Score |
| Customer Dissatisfaction | -5 | ||||||
| Product or Service Failure | -5 | ||||||
| Questionable Practices | -10 | ||||||
| Poor Record on Social Issues | 0 | ||||||
| Negative Associations | -5 | ||||||
| Overall Brand Asset Score | 100% | -25.0 | |||||
| (*) Must add to 100% | |||||||
| BRAND ASSETS | 65.0 | |||
| -100 | 0 | 100 | ||
| BRAND LIABILITIES | -25.0 | |||
| -100 | 0 | 100 | ||
| BRAND EQUITY | 40.0 | |||
| -100 | 0 | 100 | ||
Instruction: Change any of the yellow input cells to examine different levels of brand assets, brand liabilities and how these changes impact brand equity. Note: Changes in performance from 0 to 100 can only appear once for a specific brand asset or brand liability.