Brand Metrics: Measuring Brand Efficacy along the Customer Journey

This book provides students with key brand analysis tools to measure brand effectiveness and awareness along the customer journey. It follows a logical and accessible structure, covering metrics such as brand awareness, consideration, purchase, loyalty, and advocacy. It also considers what each metric measures, how it impacts the brand's equity, and how it is related to other metrics. It is recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, and Marketing and Branding Metrics.

Format: Paperback / softback
Length: 142 pages
Publication date: 09 September 2021
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the realm of brand analysis, presenting a plethora of essential tools that measure brand effectiveness and awareness throughout the customer journey. Rather than solely focusing on brand building and management, Brand Metrics empowers students with the knowledge and methodologies to assess the current market position of their brand and develop strategic plans for its future success.

Organized in a logical and accessible manner, each chapter follows a consistent structure. It begins by defining each metric and its application, presenting the calculations involved, illustrating how the data should be interpreted, offering insightful case studies and examples, presenting recommendations, and posing thought-provoking questions for further discussion.

The metrics covered in this book align with the various stages of the customer journey, encompassing brand awareness, consideration, purchase, customer loyalty, and brand advocacy. Furthermore, the book goes beyond mere formulaic explanations and delves into the deeper meanings of each metric, its impact on brand equity, and its interrelationships with other metrics. As such, it serves as an invaluable resource for advanced undergraduate and postgraduate students pursuing studies in Strategic Brand Management, Marketing Planning and Strategy, Marketing, and Branding Metrics.

By comprehensively covering these key brand analysis tools, Brand Metrics equips students with the skills and knowledge necessary to evaluate the performance of their brand, identify areas for improvement, and make informed decisions that drive brand growth and success in today's competitive marketplace.

Weight: 252g
Dimension: 155 x 235 x 19 (mm)
ISBN-13: 9780367765040