Escolar Documentos
Profissional Documentos
Cultura Documentos
DEVELOPING A BRAND
EQUITY MEASUREMENT AND
MANAGEMENT SYSTEM
Brand Inventory
Brand Exploratory
Preliminary
Activities
Interpreting
Qualitative
Research
Conducting
Quantitative
Research
Whom to track
How to Conduct When and where to track
Tracking Studies
Important benchmarks
How to interpret Brand associations determining
Tracking Studies consumer behavior
Brand Charter
Contents
Dashboards
Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Brand Equity Responsibilities