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Brand Measurement Methods

Whitler, Kimberly A. ; Regan, Ellen

M-0920 | Published February 21, 2019 | 25 pages Technical Note

Collection: Darden School of Business

While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the w... Read More