Measuring Campaign Effectiveness in Financial Markets

How important is brand in financial markets? Consumer product marketers have long realized the value of branding—the brand is why consumers pay more for Nike trainers than they do for a generic product. In the consumer world millions of pounds are spent each year to define and reinforce various brands in the consumers’ minds. Branding has been defined as naming a product or service so that it is distinct from its competitors. However it is never that simple.

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