Return on brand

The return on brand (ROB) is an indicator used to measure brand management performance.^[1] It is an indicator of the effectiveness of brand use in terms of generating net income, a special case of return on assets.

ROB is calculated as the ratio of net income to brand value:

\mathrm {ROB} ={\frac {\mbox{net income}}{\mbox{brand value}}}

^[1]

^ ^a ^b Hveckovičs, Ņikita (2020). "Return on brand indicator as one of branding efficiency evaluation tools". Journal of the New Economic Association. 45 (1): 132–150. doi:10.31737/2221-2264-2020-45-1-5.

[Hveckovičs-1] Hveckovičs, Ņikita (2020). "Return on brand indicator as one of branding efficiency evaluation tools". Journal of the New Economic Association. 45 (1): 132–150. doi:10.31737/2221-2264-2020-45-1-5.

[1]