A consumer-based brand performance model for assessing brand success

The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success.


Business performance is the actual work or output produced by a specific unit or entity in an organization. The term "measurable performance" refers to the ability and processes used to quantify and control specific activities and events (Morgan, 200

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands