Measuring Marketing

Part 3: Brand Metrics

Brands are the entire organization as seen through the eyes of stakeholders. Stakeholders comprise employees, customers, value chain partners, shareholders, community groups, and even the market and society at large. In this regard, a brand embodies a much broader and multidimensional definition, including products, services, reputation, experiences, partners, employees, and even more. This may strike many as overly expansive, giving brands greater credibility and influence than they historically had. But the twenty-first century is clearly not the same as the twentieth century, and the now seemingly quaint and neatly contained ...