Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance

Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today’s turbulent environment. However, researchers have not yet provided a scale to measure the level of brand intelligence. As a result, the purpose of this study is 1) to provide an operational definition of brand intelligence and 2) to develop a standard scale for measuring this variable. This study reports six studies on developing a brand intelligence scale based on a literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The findings show a 24-item measurement scale comprising seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, the results showed that brand intelligence significantly affects market performance and financial performance. Finally, contributions, implications, limitations, and future research directions are discussed.