Driving Brand Equity and Accountabilty

Description:

Driving Brand Equity and Accountability contains proprietary findings to help your company resolve perplexing issues such as share-of-voice relative to peer companies and stock price. It explains specific variables that should be examined to measure the brand. Members of the ANA Marketing Accountability task force tell us how difficult it is to tie brand equity to sales results. Author Jim Gregory and the work of the CoreBrand database provide an interesting approach to resolving this dilemma. By reading about these brand measurements, you will obtain unique findings at the top of leaders' minds. The book is an invaluable resource for marketing executives, advertising leaders, managing directors, and more.