Brand Efficiency and Brand Relevance: Introducing and Linking Both Concepts

Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. This paper provides three contributions in the context of brand management. First, we introduce the concept of brand efficiency as a measure for the performance of the brand management process. Second, we develop a measure for the industry-specific brand relevance (influence of branding on purchase decisions). Third, we link these concepts and examine if brand management efficiency in an industry is influenced by brand relevance.