B

Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 11-22 from Palgrave Macmillan

Abstract: Abstract A technique originated by authors Kaplan and Norton for measuring business performance. It is based on evaluations of financials, markets/ customers, internal processes, and organizational learning and growth. The model is being adopted and adjusted for brand management and measurement. The quadrants are adjusted to make it more specific to the brand or general communications.

Keywords: Brand Equity; Future Earning; Brand Personality; Brand Awareness; Brand Strategy (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_2

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DOI: 10.1057/9780230626409_2

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