ВЕСТНИК Санкт-Петербургского университета. Серия менеджмент.
Go to: 
RUSSIAN
Published since 2002
Frequency: 4 issues per year
About Journal Current Issue Archive Information for Authors E-MAIL / Search

Issue 4, 2009

Starov S. A., Alkanova O. N. Branding Effectiveness Evaluation Methodology.

This paper is devoted to the problem of brand effectiveness evaluation which is one of the least developed topics in brand management. The authors define branding effectiveness, give the review of key theoretical approaches to its evaluation, and single out the main groups of effectiveness metrics. An integrated approach to branding effectiveness evaluation allowing for the chosen metrics hierarchy and complementarity is introduced. Keywords: Branding, Brand Effectiveness, Brand Metrics, Behavioral, Business and Financial Branding Metrics, Integrated Approach to Brand Effectiveness Evaluation.

<< Contents: Issue 4, 2009
<< Go to archive

All Issues:
 
Обложка последнего номера журнала
Released: Issue 2, 2017
Search in
  
Our address:
3, Volkhovskiy per.
St. Petersburg,
199004, Russia

phone: +7(812) 323-84-52
fax: +7(812) 323-84-51

vestnik@gsom.pu.ru
© 2005 2006 Graduate School of Management, SPbSU