Измерване на неизмеримото: предизвикателства пред метриките в бранд мениджмънта и силата на потребителската лоялност
Measuring the immeasurable: challenges to metrics in brand management and the power of customer loyalty

Author(s): Dimitar Trendafilov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Нов български университет
Keywords: brand management; consumer behavior; loyalty; marketing; metrics
Summary/Abstract: Measuring the current state of a brand and its potential for further development is a challenge that is unlikely to receive a satisfactory general solution anytime soon. Therefore, the paper covers the specifics in the brand value tracking system and the peculiarities of indicators of “loyalty”. The argumentation includes the example of the TESCO’s customer program. The supported thesis is that the only reliable tool is the set of an individual system for tracking marketing ROI in companies. Several perspectives on the concept of “brand equity” and its practical implementation as a key tool in the competitiveness are also presented.

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