"This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the … customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which … they can assess the current market position of the brand and design effective strategies for the future. Each chapter …

– but also that manufacturer brand equity and retailer store image serve as important contextual cues in the blame …

Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for … price promotions and intensive discount-store distribution have a negative influence on brand equity. However, this effect … differs across brand types: the higher a brand's initial equity level, the more harmful is the impact of these marketing …