Abstract

Brands are built over time, but are measured on short-term basis. This paper provides a new long-term based platform to evaluate the performance of a brand. It is built on a long-term brand health measure and monitors the performance of a brand over time. Depending on the extent to which a brand is healthy and powerful over time, a long-term oriented behavioural brand evaluation typology is developed which categorises brands into four types: Emergers, Strugglers, Dynamos, and Disoriented brands. This is a longitudinal study, examining the proposed typology in four service industries: banking, department stores, airlines, and insurance from 2001 to 2011. The findings suggest that Dynamos are the healthiest and most powerful brands, while Strugglers are the unhealthiest and least powerful brands. We provide practical strategies and actions to be taken for each type of brand.

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