Brand Efficiency and Brand Relevance

Brand managers are under increased pressure to
illustrate the performance of their multimillion dollar
expenditures. This paper provides three contributions in
the context of brand management. First, we introduce the
concept of brand efficiency as a measure for the performance
of the brand management process. Second, we
develop a measure for the industry-specific brand relevance
(influence of branding on purchase decisions).
Third, we link these concepts and examine if brand
management efficiency in an industry is influenced by
brand relevance.