• Mrs.Uma Sharma
• Dr.Anil Kumar.S

Devising a metric for measuring Brand performance is yet to be evolved thought the concept has gained research attention for over decade. Brand performance is an intermediate stage to assessing brand equity of a brand. A measure for brand performance would simplify the process of assessing brand equity of brands. A well-refuted model considering every dimension of brand performance is yet to evolve. Existing brand performance models explains two important premise- consumer brand equity driven measure of brand performance and Firm based brand performance, whereby it excludes many more dimensions and applies to limited category of brands. To identify any of such gaps in the existing conceptual theory that which is yet desired, is the objective of this paper. Listing of all brand performance models and identifying its scope and application value it provides to further its relevance in bringing a specified metric to define brand performance is the purpose. Major results from the point at further research direction such as making the model application value

Brand performance, metric, brand equity

"Measurement Models for Brand Performance -a literature review", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.54-59, January-2019, Available :http://www.jetir.org/papers/JETIRT006009.pdf

"Measurement Models for Brand Performance -a literature review", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp54-59, January-2019, Available at : http://www.jetir.org/papers/JETIRT006009.pdf