4. Identity-Based Brand Control

The fourth chapter of the book delves into the intricacies of identity-based brand control, a crucial component of identity-based brand management. It begins by explaining the various elements of brand control and how they interact, highlighting the role of brand control in providing information and consultation services to all areas of the company involved in brand management. The chapter emphasizes the coordinating role of brand control in supporting the company’s brand-specific planning, management, and control processes. It introduces both internal and external brand performance measurement, including the concept of brand strength and its significance in predicting future brand development. The text also discusses the importance of high-quality data in brand control and the need for both economic and psychographic indicators. The chapter further explores the concept of brand valuation, highlighting the need for integrated solutions that consider both customer and brand equity. It concludes by stressing the importance of a solid theoretical foundation for brand valuation, emphasizing the need for a comprehensive understanding of a brand’s internal substance and external perception.