دانلود کتاب Brand Metrics: Measuring Brand Efficacy along the Customer Journey

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Cover
Half Title
Title Page
Copyright Page
Table of Contents
Illustrations
Introduction
Literature
Chapter 1 Measuring brand awareness
1.1 Awareness explained
1.1.1 Categorization
1.1.2 Brand awareness
1.2 Aided brand awareness
1.3 Spontaneous brand awareness
1.4 Top-of-the-mind awareness
1.4.1 Brand salience and brand dominance
Notes
Literature
Chapter 2 Measuring brand consideration
2.1 Why no attitude metrics?
2.1.1 What is brand attitude?
2.1.2 Is brand attitude really that important?
2.1.3 Measuring brand attitudes
2.2 Brand consideration, brand in top 3
2.3 Brand preference
2.4 Brand purchase intention
Notes
Literature
Chapter 3 Measuring brand purchases
3.1 Retailers’ perspective on brand sales
3.1.1 Numeric distribution
3.1.2 Weighted distribution
3.1.3 Brand’s share-in-shops-handling
3.2 Buyer’s perspective of brand sales
3.2.1 Trial purchase rate
3.2.2 Penetration rate
Notes
Literature
Chapter 4 Measuring post-purchase evaluation
4.1 Satisfaction defined
4.2 Problems with satisfaction measurement
4.3 Customer Satisfaction Index
4.4 Weighted Satisfaction Index
4.5 Net Promoter Score
Notes
Literature
Chapter 5 Measuring customer retention and loyalty
5.1 Repeat purchase rate
5.2 Problems with measuring brand loyalty
5.3 Sole brand users
5.4 Retention rate
5.5 Brand’s share of wallet
5.6 Customer Loyalty Ratio
Notes
Literature
Chapter 6 Measuring brand advocacy
6.1 Social media in consumer decisions and the difficulties with measurement
6.1.1 ‘Vanity metrics’
6.1.2 eWOM: volume or valence?
6.1.3 Social media sentiment
6.2 Brand Advocacy Index
6.3 Brand Advocacy Ratio
Notes
Literature
Chapter 7 Holistic metrics of a brand’s health
7.1 Why not just sales?
7.2 Brand’s market share and its components
7.2.1 Detailed analysis of market share components
7.2.2 Brand’s vs. company’s market share
7.3 Purchase Activation Ratio
7.4. Brand contribution
7.5 Brand’s surplus margin
Notes
Literature
Epilogue
Literature
Appendix 1: How does our brain operate?
Appendix 2: Category penetration
Appendix 3: Additional metrics regarding repeat and first-time buyers
Appendix 4: Brand Development Index
Index