A Holistic View of Brand
After an exhaustive review of the classic and the latest academic literature on the topic, Maritz has developed a holistic approach to measuring brand equity. This approach includes both traditional measures (the brand’s position on objective and subjective attributes, brand affinity, future purchase intent) and a variety of measures that have emerged from recent academic work in…
To download the full version of this white paper from Maritz Research, please complete the form provided.