Skip to main content

Criteria to Assess Brand Success

Buy Article:

$47.50 plus tax (Refund Policy)

The academic and trade press often talk about the "success" of brands or "successful brands", yet there is disagreement regarding suitable brand success criteria. Reaching a consensus on the definition of brands' success criteria is essential not only for an appropriate use of the term "success", but also for improving firms' understanding of which criteria should be used as a measure of their success. Following a literature review on measures of brand success, we report on depth interviews with 20 leading-edge brand consultants to consider appropriate criteria to measure brand success.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: BRAND SUCCESS CRITERIA; BRAND SUCCESS STRATEGIES

Document Type: Research Article

Publication date: 01 October 1998

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more