Brand bench-marking is a specialty in the market or competitive intelligence field
In order to gauge the effectiveness of the investment, the brand's performance metrics are compared with peer brands in the market place. Crate a set of KPI's for the brand and identify the ones that can be publicly researched on competing brands. Companies that fail to benchmark their brands might invest into an overcrowded field or miss-align the brand promise with what competes best in the market place. Knowing the value of the brand as compared with competing brands helps to adjust the brand expression and positioning until it competes well with the selected brand sample.