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The brand development index or BDI quantifies how well a brand performs in a market, compared with its average performance among all markets. [1] That is, it measures the relative sales strength of a brand within a specific market (e.g., the Pepsi brand among 10–50-year-olds).
Consumers build brand value through exposure to the brand and branded information over time. [citation needed] Brand information can be received through many sources, such as, advertising, word-of-mouth and in the (distribution) channel often characterized with the purchase funnel, a McKinsey & Company concept. Lastly, consumers consume and ...
For a business to come up with a decision using the grid, key personnel must consider numerous factors such as market penetration, product development, market development, and diversification, which measure brand popularity, defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided ...
Return on brand can be applied in several branding assessment models: The approach of T. Munoz and S. Kumar, who propose to build a branding assessment system based on three classes of metrics (perception metrics, behavioral metrics, financial metrics), which make it possible to evaluate branding effectiveness.
Software brand strength is hard to measure accurately. Techniques from competitor analysis can be used to compare companies over time. Crowley and Zajas have analyzed how to determine the benefits of strong brand names in the software sector.
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
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While the net promoter score has gained popularity among business executives and is considered a widely used instrument for measuring customer loyalty in practice, it has also generated controversy in academic and market research circles. [3] Scholarly critique has questioned whether the NPS is at all a reliable predictor of company growth. [15]