At last – brand measurement equals brand performance
Ken Roberts and Elaine Wong
This paper discusses various approaches to measuring brand equity, and argues that the essential criterion for a brand tracking measure is that it should reflect actual changes in market share.
At last – brand measurement equals brand performance
Ken Roberts and Elaine Wong
The evolution of present-day brand measurement can be traced back to the theories set out by David Aaker (1). He contended that metrics such as sales that were competing with...
