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 follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength.
The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.
Author(s): Jacek Kall
Publisher: Routledge
Year: 2021
Language: English
Pages: 156
City: London
Cover
Half Title
Title Page
Copyright Page
Table of Contents
Illustrations
Introduction
Literature
Chapter 1 Measuring brand awareness
1.1 Awareness explained
1.1.1 Categorization
1.1.2 Brand awareness
1.2 Aided brand awareness
1.3 Spontaneous brand awareness
1.4 Top-of-the-mind awareness
1.4.1 Brand salience and brand dominance
Notes
Literature
Chapter 2 Measuring brand consideration
2.1 Why no attitude metrics?
2.1.1 What is brand attitude?
2.1.2 Is brand attitude really that important?
2.1.3 Measuring brand attitudes
2.2 Brand consideration, brand in top 3
2.3 Brand preference
2.4 Brand purchase intention
Notes
Literature
Chapter 3 Measuring brand purchases
3.1 Retailers’ perspective on brand sales
3.1.1 Numeric distribution
3.1.2 Weighted distribution
3.1.3 Brand’s share-in-shops-handling
3.2 Buyer’s perspective of brand sales
3.2.1 Trial purchase rate
3.2.2 Penetration rate
Notes
Literature
Chapter 4 Measuring post-purchase evaluation
4.1 Satisfaction defined
4.2 Problems with satisfaction measurement
4.3 Customer Satisfaction Index
4.4 Weighted Satisfaction Index
4.5 Net Promoter Score
Notes
Literature
Chapter 5 Measuring customer retention and loyalty
5.1 Repeat purchase rate
5.2 Problems with measuring brand loyalty
5.3 Sole brand users
5.4 Retention rate
5.5 Brand’s share of wallet
5.6 Customer Loyalty Ratio
Notes
Literature
Chapter 6 Measuring brand advocacy
6.1 Social media in consumer decisions and the difficulties with measurement
6.1.1 ‘Vanity metrics’
6.1.2 eWOM: volume or valence?
6.1.3 Social media sentiment
6.2 Brand Advocacy Index
6.3 Brand Advocacy Ratio
Notes
Literature
Chapter 7 Holistic metrics of a brand’s health
7.1 Why not just sales?
7.2 Brand’s market share and its components
7.2.1 Detailed analysis of market share components
7.2.2 Brand’s vs. company’s market share
7.3 Purchase Activation Ratio
7.4. Brand contribution
7.5 Brand’s surplus margin
Notes
Literature
Epilogue
Literature
Appendix 1: How does our brain operate?
Appendix 2: Category penetration
Appendix 3: Additional metrics regarding repeat and first-time buyers
Appendix 4: Brand Development Index
Index
