Brand Metrics: The Key to Building Brand Strength and Value
Jeff Smith
(Director in the Chicago office of Prophet (www.prophet.com))
795
Abstract
Brand metrics are more than just a vehicle to gauge success. They are a vehicle to guide success.
Citation
Smith, J. (2003), "Brand Metrics: The Key to Building Brand Strength and Value", Handbook of Business Strategy, Vol. 4 No. 1, pp. 326-333. https://doi.org/10.1108/eb060286
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited