Purpose The purpose of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purposes of the study. Design/methodology/approach In the study of brands,...

Purpose – This paper has two purposes in mind: to present the model of destination brand equity as well as its managerial implications for city brand management. Design/methodology/approach – Based on a model developed by the author in 2011 which adopts a consumer-based approach to assessing...

An increasing interest in the continuous evaluation of brand performance has been observed in both managers and academics over recent past using metrics approach. This paper discusses the essential components of a brand metrics strategy and application of brand scorecard as an integrated...