Brand Metrics: Measuring Brand Efficacy along the Customer Journey
Jacek Kall, 0367765047, 0367765039, 1000436578, 9780367765040, 9780367765033, 9781000436570, 9781003167235, 9780367765040, 9781000436549, 978-0367765040, 978-0367765033, 978-1000436570, 978-1003167235, 978-0367765040, 978-1000436549
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, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. 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 it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.