Brands are among the most important influencing factors the company's success and represent a significant investment in terms of money, energy and other resources. Organizations have an interest in being able to measure the performance of a brand to manage it well. Branding is a serious, long-term investment that must deliver Return On Investments (ROI) like any other business activity ... Using the right metrics to measure brand value, equity and activities are crucial – as KPIs (Key Performance Indicator) and benchmarks provide information about business progress and any adjustments needed." —Martin Roll, martinroll.com Branding can deliver a number of powerful benefits such as improved financial performance of the organization, better differentiation from the competition, and even a price premium over other products. There are many ways of measuring brand performance: Brand Value: The financial value of a brand. What would a buyer pay for it? Brand Equity: Brand value based on customer perception. Harder to measure. Individual measures of customer perception: measures such as brand awareness or recall can track specific aspects of a brand's performance.