Marketing performance: measuring brand equity

Written by Cristina Mihăiloaie on November 23, 2009. Posted in Articles, Operational performance

Continuing the series of blog posts on marketing performance measurement, today’s post is reviewing brand metrics. As a sub-process of marketing, branding refers to the development and maintenance of a brand. A brand is a „promise”, as it represents all that exists in the consumer’s mind with reference to a particular product.

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Measuring marketing performance

Written by Adelina Chelniciuc on November 2, 2009. Posted in Articles, Operational performance

According to a study conducted in 2001 by Accenture, 68% of the marketing executives in U.S and U.K acknowledged the fact that their company was not able to measure the marketing campaign Return on Investment (ROI). Although still a major provocation for most of the companies, data-based marketing has swept recently through the business world.

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