Brand Metrics: Measuring Brand Efficacy Along the Customer Journey

ISBN-13: 9780367765040 / Angielski / Miękka / 2021 / 142 str.

Jacek Kall

Opis

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, it shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future.

Spis treści

1. Measuring Brand Awareness 2. Measuring Brand Consideration 3. Measuring Brand Purchases 4. Measuring Post-Purchase Evaluation 5. Measuring Customer Retention and Loyalty 6. Measuring Brand Advocacy 7. Holistic Metrics of Brand Health

O autorze

Jacek Kall is lecturer in marketing at WSB University, Poznan, Poland.