1. Identification
Brand Metric Fashion Industry
Identification of the potential of effective brand metrics
2. Evaluation
Evaluation and monitoring of brand performance for lifetime customer value at key points of interaction
3. Ensuring
Ensuring brand investments on a “what if ” evaluation of marketing on return and enhancement of effective brand development over time
4. Financials
Management of brand strategy options on the basis of projected financial return and comparison of it to competitors’ brand strategy
5. Optimization
Optimization of brand program spending by finding the “sweet spot” of brand investment (above minimum critical mass and below diminishing returns)
6. Measurement
Measurement of short and long-term effects of brand activities and elimination of wasteful spending by determining the real return on investment