Understanding your WOM is key to measuring brand equity

01/14/2013 | 4Hoteliers

Understanding the value of your brand comes down to studying brand association and brand loyalty, writes Laura Patterson. Experts say brands can better understand brand loyalty and advocacy by looking at the positive and negative word-of-mouth the brand attracts. "Brand equity is an important business outcome and it can be directly linked to financial value. Therefore, it is essential that marketers understand how to impact this outcome," she writes.

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