Why marketers must establish KPIs that grow brand equity

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

The marketing industry has for decades relied largely on instinct to determine the attitudinal KPIs to measure the success of brand-building campaigns. In recent years, though, there has been a concerted push for KPIs that have a proven relationship to...

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