JOURNAL ARTICLE

How Brand Building and Performance Marketing Can Work Together.

  • Published In: Harvard Business Review, 2023, v. 101, n. 3. P. 124 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Stengel, Jim; Lamberton, Cait; Favaro, Ken 3 of 3

Abstract

The article focuses on integrating brand building and performance marketing by developing improved brand metrics that link brand equity to financial outcomes. It argues that traditional brand-building metrics lack predictive financial value, while performance marketing often ignores its impact on brand equity, creating tension between the two approaches. The authors propose a framework using composite brand equity metrics—familiarity, regard, meaning, and uniqueness (FRMU)—measured across diverse customer segments and linked to revenue and shareholder value, enabling both brand building and performance marketing to be performance-accountable. Case studies of an airline, a fast-food chain, and a winemaker illustrate how aligning brand-growth strategies with targeted investments and performance marketing can enhance financial returns and market position. The article concludes that treating brand building and performance marketing as complementary rather than competing activities, supported by robust metrics, improves accountability and long-term business value.

Additional Information

  • Source:Harvard Business Review. 2023/05, Vol. 101, Issue 3, p124
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2023
  • ISSN:0017-8012
  • Accession Number:162966656
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