Building a strong brand can be thought of as a sequential series of four steps, where each step is contingent upon successful completion of the previous step: We’re long-term subscribers to WARC and ...

In recent years, customer equity (CE) has emerged in the marketing area as a key metric of Customer Relationship Management (CRM) performance. Some studies (Berger et al., 2006; Gupta et al., 2004; ...

NUEKPEBuilding brand equity can help to increase awareness and boost recognition to grow sales and profits long-term. Focusing on customers and how they perceive your brand can allow you to develop ...

You can use many metrics to measure your brand equity, including brand awareness, associations and loyalty, customer lifetime ...