* Gathers a set of 30 key metrics to measure brand effectiveness
along the customer journey * Follows a clear and logical structure
for easy reference. Each metric discussed is defined and explained,
the author shows how and when to use the metric and what its
limitations might be, and presents examples and case studies of how
it has been used * Designed to work alongside Brand Management
textbooks, providing a more in-depth and practical analysis of
brand efficacy
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