Triple E Brand Model: new metric to manage brand health

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Triple E Brand Model: new metric to manage brand health

Macarena Estévez and Ana Carreras

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Introduction

In search of a unique and manageable brand metric

Companies and their marketing and communication managers strive more and more to be able to demonstrate how and how much our perceptions (or intangible assets) affect business performance. What we can expect is that perceptions will affect attitudes (recommendation, satisfaction), as well as the fact that a change in these will have an impact on the business. Moreover, as this last effect demonstrated, it will also...

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