Performance Based Marketing (Brand Performance)


In addition to the marketing mix elements, many of a firm's overall strategic activities are priorities of brand performance ( (Aaker, 1991; Aeker, 1991)). These priorities often cover the concrete aspects and price of the product, as well as many other factors including channel management and distribution of the product. In fact, sales and after-sales services and the abilities and characteristics of the staff also have a significant impact on brand performance ( (Kapferer, 2004; Kapferer J. , 2004)). In the first plan, for example, public relations activities, the behavior of the company personnel, the packaging of the product or the place of the product on the shelf potentially have a significant impact on the brand performance.

There is no commonly accepted common brand performance definition and scale in the marketing literature, but brand performance is often seen as an important result of the firm's activities and overall strategy. The concept of brand performance expresses the brand strength of a company in the market and according to many studies, it consists of concepts such as market share, growth rate, profitability and similar ( (Ngo L., 2009))

Brand performance is closely related to how successful the brand is in the market and it means measuring the strategic achievements of the brand. Consequently, economic criteria are not suitable for measuring this structure. However, brand awareness, brand reputation and brand loyalty are important factors recommended to measure brand performance ( (A. Chaudhuri & M. B. Holbrook, 2001); (Reid, 2003); (Merrilees, 2007)).

According to Keller & Lehman (2003), if a brand has a relative advantage in the customer's mind, the market share of this brand will increase or at least not decrease. The market share or sales figures will be significantly affected by the coverage area of the distribution network. If the market share of a brand is decreasing or there is an expansion in a region, sales figures will of course be affected by these changes. Price flexibility, price premium, brand market share, cost structure, profitability and category success are the main criteria for measuring brand performance ( (Lehman, 2003)).