* 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

* 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