Brand Management: Co-creating Meaningful Brands
Second Edition
Chapter 4: Data, Insights and Measurement
Measuring brand awareness: Explanation of concept
Ultimate guide to brand awareness: Explanation of concept
Ethnographic research for brands: Explanation of concept
ZMET: Overview of how ZMET works
Measuring brand image: Ideas and tools for measuring brand image from a user viewpoint
Big data and brands: Use of big data in context of luxury brands (selection of videos)