Canadian Marketing Association 2004 Brand Metrics Study
Today's Brand Measurement: The Integration of Perceptions, Behaviours & Environments
Canadian Marketing Association
Softcover, 94 pages, 2004
This unique Canadian perspective on brand measurement feature in-depth analysis and the information you need to measure the success of your brand strategy. Learn about the metrics being used by leading brand executives, critical success factors, and the impact of cultural differences. It captures interview-based perspectives from 16 leading blue-chip branded companies - such as American Express, Sears Canada, Hudson's Bay Co., Bell Canada, LCBO, CIBC, ING Direct, Royal Bank, Allstream, and more - as well as survey results from over 130 marketing leaders in Canada. The study captures the business practices that work when managing, supporting, aligning, and measuring the success of the brand.
