Companies,
especially those that largely depend on brand
recognition and customer loyalty, need to perform brand
evaluation from time to time in order to assess the
effectiveness of their marketing campaigns.

Before any
major brand management decisions are made, the brand
should be evaluated against a set of parameters to find
out its current position in the minds of consumers.
The most
common branding metrics include
• brand
perception
• brand performance
• brand financial value.
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