Brand Efficiency and Brand Relevance - Introducing and Linking Both Concepts

AMA Winter Educators' Conference Proceedings, Vol. 20, Austin, Texas, 2007

23 Pages Posted: 12 Feb 2007

See all articles by Maik Hammerschmidt

Maik Hammerschmidt

Mannheim Business School - Department of Marketing

Tobias Donnevert

University of Mannheim - Department of Business Administration and Marketing

Abstract

Brand managers are under increased pressure to show the productivity of their multimillion dollar expenditures. As a first contribution we provide a methodologically and theoretically sound measure for the efficiency of the brand management process. As a second contribution we examine if brand management efficiency is influenced by the market specific brand relevance. Our results show that firms in different markets are equally successful in transforming brand investments into consumer based brand outputs. In contrast, industries differ significantly in capitalizing them in terms of financial outcomes according to their level of brand relevance. Thus, brand relevance should be used as a key metric for determining and allocating brand investments.

Keywords: Brand Management, Brand Relevance, Brand efficiency, Brand Equity, Data Envelopment Analysis

Suggested Citation

Hammerschmidt, Maik and Donnevert, Tobias, Brand Efficiency and Brand Relevance - Introducing and Linking Both Concepts. AMA Winter Educators' Conference Proceedings, Vol. 20, Austin, Texas, 2007, Available at SSRN: https://ssrn.com/abstract=962240 or http://dx.doi.org/10.2139/ssrn.962240

Maik Hammerschmidt (Contact Author)

Mannheim Business School - Department of Marketing ( email )

Germany

Tobias Donnevert

University of Mannheim - Department of Business Administration and Marketing ( email )

Germany

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