The measurement of marketing activity is essential if marketing strategy and its performance are to be properly evaluated. Marketing metrics are discussed throughout your textbook and in this unit. They are also an important aspect of marketing reporting which the Australian Marketing Institute (A.M.I.) has sought to assist member companies to use. Their use has been studied by various academic researchers (see Google Scholar and your textbook for examples) with findings reported concerning the use of such metrics. Nevertheless, it seems that marketing metrics are not universally used by marketing organizations.
Your task is to define brand equity and associated metrics, indicate how this metric is used (academic and professional papers), and suggest why marketing management might and might not use brand equity and associated metrics. You are expected to indicate whether or not there are benefits in their use reported in the aforementioned literature.