1st Edition
Brand Metrics Measuring Brand Efficacy along the Customer Journey
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
Biography
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
