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.

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