Managing the Dynamics of Brand Performance
Main Themes
- Most of the metrics managers currently employ to track and manage brand performance are inadequate.
- The brand and business system is dynamic, with leverage for each choice segment constantly shifting. Moreover, there is a natural tendency for resources in the system to decay. As a result, investments must be made merely to sustain the status quo; you have to run just to stand still.
- To leverage underutilized resources and allocate brand-building investments effectively, managers must apply accurate and detailed performance intelligence. This will allow them to make informed decisions and target initiatives at key leverage points in the system.
- Understanding the performance of ...
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