Role of marketing metrics in strategic brand management
This paper shows the role and importance of a brand as a strategic instrument of a company, that ensures sustainability of company's performance in the market on a longer-term basis. To achieve brand competitiveness, it is necessary to manage its equity, which is presented in this paper as an i...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2012-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2012/0354-34711201049M.pdf |