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    Brand Value Chain For 3460

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    Ze Yu Deng
    This document discusses developing a brand equity measurement and management system using a brand value chain approach. It outlines four value stages: 1) marketing program investment, 2) customer mindset, 3) market performance, and 4) shareholder value. It also describes three "filters" or multipliers that influence how value is created and flows through the chain: 1) program quality multiplier, 2) customer multiplier, and 3) market multiplier. The brand value chain provides a structured way to assess how marketing activities create brand value by influencing customers and driving performance, which ultimately impacts shareholder value.

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    Brand Value Chain For 3460

    Uploaded by

    Ze Yu Deng
    13 views6 pages
    This document discusses developing a brand equity measurement and management system using a brand value chain approach. It outlines four value stages: 1) marketing program investment, 2) customer mindset, 3) market performance, and 4) shareholder value. It also describes three "filters" or multipliers that influence how value is created and flows through the chain: 1) program quality multiplier, 2) customer multiplier, and 3) market multiplier. The brand value chain provides a structured way to assess how marketing activities create brand value by influencing customers and driving performance, which ultimately impacts shareholder value.

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    Brand Value Chain for 3460

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    This document discusses developing a brand equity measurement and management system using a brand value chain approach. It outlines four value stages: 1) marketing program investment, 2) customer mindset, 3) market performance, and 4) shareholder value. It also describes three "filters" or multipliers that influence how value is created and flows through the chain: 1) program quality multiplier, 2) customer multiplier, and 3) market multiplier. The brand value chain provides a structured way to assess how marketing activities create brand value by influencing customers and driving performance, which ultimately impacts shareholder value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    13 views6 pages

    Brand Value Chain For 3460

    Uploaded by

    Ze Yu Deng
    This document discusses developing a brand equity measurement and management system using a brand value chain approach. It outlines four value stages: 1) marketing program investment, 2) customer mindset, 3) market performance, and 4) shareholder value. It also describes three "filters" or multipliers that influence how value is created and flows through the chain: 1) program quality multiplier, 2) customer multiplier, and 3) market multiplier. The brand value chain provides a structured way to assess how marketing activities create brand value by influencing customers and driving performance, which ultimately impacts shareholder value.

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    CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

    8.1

    The New Accountability

    Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of return of marketing investment (ROMI). Some observers believe that up to 70% (or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity.
    8.2

    The Brand Value Chain

    Broader perspective than just the CBBE model The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.

    8.3

    Brand Value Chain


    VALUE STAGES

    Marketing Program Investment


    - Product - Communications - Trade - Employee - Other

    Customer Mindset
    - Awareness - Associations - Attitudes - Attachment - Activity

    Market Performance
    - Price premiums - Price elasticity - Market share - Expansion success - Cost structure - Profitability

    Shareholder Value
    - Stock price - P/E ratio - Market capitalization

    FILTERS

    Program Multiplier
    - Clarity - Relevance - Distinctiveness - Consistency

    Consumer Multiplier

    Market Multiplier

    - Channel support - Market dynamics - Consumer size and profile - Growth potential - Competitive reactions - Risk profile - Brand contribution

    Value Stages

    Marketing program investment

    Any marketing program that can be attributed to brand value development In what way have customers been changed as a result of the marketing program? How do customers respond in the marketplace?

    Customer mindset

    Market performance

    Shareholder value
    8.5

    Multipliers

    Program quality multiplier


    The ability of the marketing program to affect customer mindset Must be clear, relevant, distinct, and consistent The extent to which value created in the minds of customers affects market performance It depends on factors such as competitive superiority, channel support, and customer size and profile The extent to which the value generated through brand market performance is manifested in shareholder value It depends on factors such as market dynamics, growth potential, risk profile, and brand contribution
    8.6

    Customer multiplier

    Market multiplier

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