MARKETING INDICATORS FOR BRAND EVALUATION
MARKETING INDICATORS FOR BRAND EVALUATION

Summary/Abstract: The paper analyzes key aspects of marketing management, with a particular focus on different states of demand and their influence on marketing strategies. Special emphasis is placed on the importance of marketing indicators, including market share, relative market share, and the brand and category development index, as well as metrics of penetration, repeat-purchase frequency, and the hierarchy of effects, which serve as fundamental indicators of market success. Through the analysis of these indicators, the paper provides insight into consumer behavior and the effectiveness of marketing activities, as well as the dynamics of the market and the optimization of the product portfolio, including the issue of cannibalization. Finally, the paper highlights the importance of integrating consumer utility and preferences as the foundation for successful product positioning and the creation of competitive advantage.

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