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The importance of branding is understood by serious business-to-business marketers. But when it comes to measuring brand equity, a gap often exists between brand assessment research and its perceived value. All too often, brand measurement studies fall victim to time and budget constraints, or short-term focus. Marketers often settle for quick-fix awareness or branding studies, such as those sponsored by trade publications. Or they may invest in studies that assess their brand and its key attributes, but do little else.
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