Brand Financial Performance Factors: Empirical Evidence from Russian Brands

Abstract

The aim of the research is to identify the key factors of financial branding performance represented by brand value and return on brand investment (ROBI). To test the developed approach the empirical study was conducted in the end of 2011, and 215 Russian and foreign brands of products and services were examined. The empirical analysis of performance indicators revealed that internal effects form a homogeneous set of indicators, while consumer effects can be divided into metrics of “consumer attitude” and “brand consumption”. Economic performance is represented by market-based and financial metrics. The study identified the key factors and indicators influencing branding financial results.