Jacek Kall

Brand Metrics (eBook, PDF)

Measuring Brand Efficacy along the Customer Journey

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 156
• Erscheinungstermin: 8. September 2021
• Englisch
• ISBN-13: 9781000436549
• Artikelnr.: 62184548

Autorenporträt

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

Inhaltsangabe

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