Measuring brand performance through metrics application

Measuring Business Excellence

Volumn 12, Issue 1, 2008, Pages 29-38

  Rajagopal, ^a  

^a SCHOOL OF ENGINEERING AND SCIENCES   (Mexico)

Author keywords

Brand management; Brands; Emergent strategy; Performance measurement (quality); Risk management

Indexed keywords

EID: 40949100886     PISSN: 13683047     EISSN: None     Source Type: Journal    
DOI: 10.1108/13683040810864369     Document Type: Article

References (4)

1. Kaplan, R.S. and Norton, D.P. (1996), The Balance Scorecard- Translating Strategy Into Action, Harvard Business School Press, Boston, MA.
2. Kapferer, J.N. (2000), Strategic Brand Management, 2nd ed., Kogan Press, London, pp. 125-40.
3. Rajagopal (2006), "Brand excellence: Measuring impact of advertising and brand personality on buying decisions", Measuring Business Excellence, Vol. 10, pp. 55-65.
4. Tauber, E. (1988), "Brand leverage: Strategy for growth in a cost-control world", Journal of Advertising Research, Vol. 28, pp. 26-31.