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Criteria to assess brand success

de Chernatony, Leslie; Dall'Olmo Riley, Francesca and Harris, Fiona (1998). Criteria to assess brand success. Journal of Marketing Management, 14(7) pp. 765–781.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1362/026725798784867608
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Abstract

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.

Item Type: Journal Article
Copyright Holders: 1998 Westburn Publishers Ltd
ISSN: 0267-257X
Keywords: brand success criteria; brand success strategies
Academic Unit/Department: Open University Business School
Item ID: 27588
Depositing User: Jan Swallow
Date Deposited: 31 Mar 2011 11:26
Last Modified: 06 Apr 2011 11:50
URI: http://oro.open.ac.uk/id/eprint/27588
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