Brand metrics that matter
- Format:
- book
- Title:
- Brand metrics that matter
- Year:
- 2017
- Language:
- Dutch
- Publisher:
- Amsterdam : SWOCC, 2017
- Description:
- V,92 p.
- Call number:
- PENTA.369.1 SWOCC 17 (PENTA)
- ISBN:
- 9789076802725
- Summary:
- 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?locale=en
