a| 9789076802725

a| Howest

a| HF5415

a| 369.1 2| vsiso

a| Muntinga, Daan, d| ....- 0| (viaf)

a| Brand metrics that matter / c| Daan Muntinga, Stefan Bernritter.

a| Amsterdam : b| SWOCC, c| 2017.

a| V,92 p.

a| SWOCC v| 74

a| 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.

a| Eelen, Jiska, d| ....- 0| (viaf)

a| Bernritter, Stefan, d| ....- 0| (viaf)

b| HWPNT c| PENTA j| PENTA.369.1 SWOCC 17 p| 4011862

a| book