Brand Key Performance Indicators as a Force for Brand Equity Management
Joel Rubinson and Markus Pfeiffer
A measurable framework for brand equity is presented that links together financial performance, loyalty, and attitudinal dimensions and for understanding the impact of a corporate brand on sub-brands that share the same name.
Brand Key Performance Indicators as a Force for Brand Equity Management
Joel RubinsonUniversity of Chicago
Markus PfeifferUniversity of Munich
INTRODUCTION
Imagine the branding challenges that a CMO might face as he or she first joins a new company.
The CMO...
