Brand metrics that matter

Type:

boek

Titel:

Brand metrics that matter

Auteur:

Muntinga, Daan; Eelen, Jiska; Bernritter, Stefan

Jaar:

2017

Taal:

Nederlands

Uitgever:

Amsterdam : SWOCC, 2017

Paginering:

V,92 p.

Plaatsnummer:

PENTA.369.1 SWOCC 17 (PENTA)

ISBN:

9789076802725

Samenvatting:

For more and more organizations, brands are crucially important business assets. Measung how their brands are perceived in the marketplace is therefore essential. Selecting the right brand metrics, however, is a challenge. A sheer unmanageable number of metrics demand marketer's considertin. But which ones are really important? This publication serves as a guide to selecting the brand metrics that matter. It contends that measuring is a highly tailor-made activity: which metrics matter varies from brand to brand and time to time. Moreover, it proposes that brand measurement should focus on gaining foresight rather than insight. Offering a step-by-step brand metric selection process, it closes with ten commandments for more meaningful brand measurement.

Permalink:

http://bibtest.howest.be/catalog/hws01:002373070