Developing a comprehensive brand evaluation system with the support of TRIZ to formulate brand strategies

Tzong Ru Lee, King Lun Tommy Choy, Min Chih Hsu, Fabio Cassia

Research output: Journal article publicationJournal articleAcademic researchpeer-review

5 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)38-57
Number of pages20
JournalInternational Journal of Business Excellence
Issue number1
Publication statusPublished - 1 Jan 2017


  • Balanced scorecard
  • Brand equity pyramid
  • Brand evaluation system
  • Brand report card
  • BSC
  • Business excellence
  • Marketing performance
  • TRIZ theory

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

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