brand glossary: key performance measures

These are a focused set of metrics that drive specific management functions. In branding, these metrics may include volume and value of market share, awareness, and return on specific branding investments. Ideally the key performance measures form a balanced set and are both objective and subjective, and qualitative and quantitative. These metrics, however, are only valuable if they are used to influence management decision, and are measured carefully and consistently.

See also: Key Performance Indicators