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Title: Developing a comprehensive brand evaluation system with the support of TRIZ to formulate brand strategies
Authors: Lee, TR
Choy, KL 
Hsu, MC
Cassia, F
Keywords: Balanced scorecard
Brand equity pyramid
Brand evaluation system
Brand report card
Business excellence
Marketing performance
TRIZ theory
Issue Date: 2017
Publisher: Inderscience Publishers
Source: International journal of business excellence, 2017, v. 11, no. 1, p. 38-57 How to cite?
Journal: International journal of business excellence 
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.
ISSN: 1756-0047
EISSN: 1756-0055
DOI: 10.1504/IJBEX.2017.080603
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