EXECUTIVE SUMMARY
INTRODUCTION
How to Use the Report
Who Should Use this Report
Purpose of the Metrics
Methodology
SECTION I: FINANCIAL METRICS
Royalty Income
Royalty Income Over Time
Royalty Income versus Guarantees
Royalty Income versus Forecast Royalties
Sales
Sales Over Time
Actual Sales versus Sales Guarantees
Net Income
Impact of Licensing Program on Core Brand
Core Brand's Sales Lift at Retail
Advertising
Trade Shows
Public Relations
Value of Merchandising, Fixtures, Signage
Common Marketing Funds
Incremental Brand Value to the Retailer (Retailer Margin)
Margin per SKU
Blended versus Core Product Sales
Licensor's Operating Profit
SECTION II: BRAND EXPOSURE AND IMPRESSIONS
Retail Exposure
Doors
Traffic
In-Store Visibility
Unit Sell-In/SKU Placement
Total In-Store Impressions/Visibility
Impressions After Purchase
Life Cycle Calculation
Average Usage
Additional Impressions
Total Impressions (Post-Purchase)
Impressions from Advertising and Publicity
Consumer Advertising
Magazines
Television
Online Advertising
Newspaper FSIs
Total Impressions from Consumer Advertising
Trade Advertising
Category Share of Voice
Public Relations
Other Means of Generating Impressions
Online
Trade Shows
Consumer Shows and Events
Totaling Consumer Impressions
SECTION III: BRAND VALUE AND CONSUMER RELATIONSHIPS
Consumer Feedback
Brand Alignment
Stage-Gate Innovation Process (Go/No-Go Decision Tree)
2x2 Matrix
Concentric Circles Model
Competitive Positioning
Brand-Consumer Relationship
Brand Resonance
Incremental Brand Recall and Affinity
Brand Protection
Relationship Marketing
APPLYING WHAT YOU'VE LEARNED
SURVEY RESULTS
GLOSSARY
ABOUT THE AUTHORS
