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Brand Metrics: The Key to Building Brand Strength and Value

Jeff Smith (Director in the Chicago office of Prophet (www.prophet.com))

Handbook of Business Strategy

ISSN: 1077-5730

Article publication date: 1 January 2003

778

Abstract

Brand metrics are more than just a vehicle to gauge success. They are a vehicle to guide success.

Citation

Smith, J. (2003), "Brand Metrics: The Key to Building Brand Strength and Value", Handbook of Business Strategy, Vol. 4 No. 1, pp. 326-333. https://doi.org/10.1108/eb060286

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

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