ABSTRACT
American marketers have known for their brand-building prowess, their ability to take common everyday products and turn them into marquee brands. However, as the US product marketplace and the global brand forum have consolidated, the complexity of the marketing function has rapidly escalated. The American Marketing Association (AMA) has said that: In the hyper competitive business environment, it is crucial for marketers to understand how aspects of their marketing activities perform and how that performance links to the organizations financial outcomes. Marketing Accountability Standards Board (MASB) believes in the importance of the brand preference metric as it can be used to anticipate the success of marketing activities and to assess the financial performance of brands. As marketing accountability becomes more prevalent cross industry, use of the key performance indicator return on investment (ROI) will take on greater relevance. Marketing activities and metrics such as brand preference and customer equity can be linked directly to ROI and brand financial performance.
