8 Developing a Brand Equity Measurement and Management System
Learning Objectives
After reading this chapter, you should be able to
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Describe the new accountability in terms of ROMI.
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Outline the two steps in conducting a brand audit.
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Describe how to design, conduct, and interpret a tracking study.
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Identify the steps in implementing a brand equity management system.
Marketers must adopt research methods and procedures so they understand when, where, how, and why consumers buy.
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Preview
The previous six chapters, which made up Parts II and III of the text, described various strategies and approaches ...
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