Measuring Brand Efficacy along the Customer Journey
This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey.
Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength.
The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.
Table of Contents
1. Measuring Brand Awareness
2. Measuring Brand Consideration
3. Measuring Brand Purchases
4. Measuring Post-Purchase Evaluation
5. Measuring Customer Retention and Loyalty
6. Measuring Brand Advocacy
7. Holistic Metrics of Brand Health
Jacek Kall is lecturer in marketing at WSB University, Poznan, Poland.
'I used to ask candidates for a marketing job about the five most important brand metrics. Not surprisingly, quite often, I got the answer "it depends". This book provides the answers to "it depends" in a systematic, critical way and richly illustrated with real-life brand cases. It is a very useful compendium of measuring brand efficacy for both marketing professionals and students of marketing.'
Dariusz Kucz, Non-Executive Director, PZ Cussons plc
'I appreciate the original approach of Jacek Kall to measuring brand efficacy.... Brand values and measurements are clearly explained within the context of real practise; 58 formulas and 35 metrics are offered to be used within the customer journey context. A brand new book on brand metrics has to be welcomed as a relevant source of brand management knowledge with a strong practical impact on particular brand health by marketing and brand managers and by students as well.'
Peter Starchon, Head of the Department of Marketing at the Faculty of Management, Comenius University in Bratislava, Slovakia