The company management is interested in financial aspect of brand equity to know how profitable the brand is performing in the market.
Under the financial metrics, the brand managers with marketing team should track the following −
● Cost for winning new customers
● Cost for retaining existing customers
● Growth rate
● Market share of the brand
● Marketing investments
● Price sensitivity
● Profitability
● Revenue
These are some of the many financial metrics given. By keeping the track of the trends, a brand manager can ensure that the brand is building positive equity. Also, they can use this data to explain how important the brand asset is for the company to bear brand extensions or to determine marketing budgets.
