Long-term marketing performance, brand equity: measuring and optimizing to guide your decisions

In a context that’s shaking up both brand demand and measurement tools, the question that marketing decision makers need to ask themselves is: which thermometer should they use? How can brand equity and long term effects be quantified? What can we learn from these measures? This white paper aims to answer these questions.

This white paper has been written by the "Marketing Performance Hub" Think Tank. AXA, Nestlé, Pernod Ricard, and Ekimetrics, as leaders and pioneers, have gathered best practices on how to measure long-term marketing and brand equity.