Title: Developing a comprehensive brand evaluation system with the support of TRIZ to formulate brand strategies

Authors: Tzong-Ru Lee; King-Lun Choy; Min-Chih Hsu; Fabio Cassia

Addresses: Marketing Department, National Chung Hsing University, Taiwan ' Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong ' Marketing Department, National Chung Hsing University, Taiwan ' Department of Business Administration, University of Verona, Italy

Abstract: While several studies have developed theories and models to manage branding activities, the potential contribution of the TRIZ theory to develop a comprehensive brand evaluation system has not been explored yet. The purpose of this paper is to fill this gap, by combining the main contents from well-established brand-related models (Keller's brand building stages, brand equity pyramid, brand report card and balanced scorecard) together with the TRIZ principles. The development of this new brand evaluation system is conceptually illustrated, with the support of one example.

Keywords: brand evaluation; brand equity pyramid; brand report card; balanced scorecard; BSC; TRIZ; marketing performance; brand strategies.

DOI: 10.1504/IJBEX.2017.080603

International Journal of Business Excellence, 2017 Vol.11 No.1, pp.38 - 57

Received: 28 Jan 2015
Accepted: 23 Mar 2015
Published online: 01 Dec 2016 *

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