Brand metrics : Measuring brand efficacy along the customer journey
- Author
- Jacek Kall
- Publication Year
- 2022
- Publisher
- Routledge
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand's strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand's equity and how is it related to other metrics.
Keywords: Business / Marketing / Business & Economics / E-Commerce / Internet Marketing / Brand name products Management / Branding / Effectiviteit
