Marketing research on Heineken: What is this metric measuring? (Be specific and put it in the context of your brand! )

Company Heineken beer:

? Identify 5 key metrics that you wish to use in the upcoming year to measure your brand success.
? For each metric, explain the following:
? What is this metric measuring? (Be specific and put it in the context of your brand! ) (10 marks; 2 per
metrics)
? Why did you choose that metric? (5 marks; 1 per metric)
? What are the challenges with this metric? What is this NOT measuring? (5 marks; 1 per metrics)
? You should propose 3 conventional metrics and 2 metrics measuring Web based initiatives.

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