While several studies have developed theories and models to manage branding activities, the potential contribution of the TRIZ theory to develop a comprehensive brand evaluation system has not been explored yet. The purpose of this paper is to fill this gap, by combining the main contents from well-established brand-related models (Keller's brand building stages, brand equity pyramid, brand report card and balanced scorecard) together with the TRIZ principles. The development of this new brand evaluation system is conceptually illustrated, with the support of one example.
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