These intermediate measures of performance can then be aggregated to the level of marketing assets and measured through metrics related to brand equity and customer equity. Finally, such actions have flow on effects to financial impact (ROI, EVA [economic value-added]), as measured by financial position (including profits and cash flow). The net result of this chain of impacts is felt through the increased organization value and market value of the firm. In our model (Figure 2), we propose measurement of brand outcomes at two interrelated levels, including marketing communication performance and brand performance. Table 2 identifies a range of possible measures that can be employed to gauge this performance.