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| Tekijä: | Chattopadhyay, A. Laborie, J-L. |
| Otsikko: | Managing brand experience: the Market Contact Audit (tm) |
| Lehti: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 9-16 |
| Asiasana: | marketing brands products consumers communication investments contracts |
| Kieli: | eng |
| Tiivistelmä: | This paper describes a developed tool empowering the brand owners/marketers to: 1. identify and select the critical contacts relevant for a particular brand, 2. integrate across these key contact points, and 3. deliver brand experience through a pertinent and relevant set of consumer brand encounters at a minimum cost, but with maximal impact. In addition, it is discussed how the derived metrics can be used to inform a variety of important decisions in the context of managing brand contacts. There is also discussion of some uncovered regularities from more than 150 audited brands across numerous markets and categories. |
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