15. creating the demand
Brand Value Pyramid long term thinking
value based management
high low
Focus on
marketing spending
customer value
per customer
Meet expectations
Creates satisfaction
Marketing focus on transactions
low high
reaction on a market demand
short term thinking
transaction based management
17. creating the demand
Brand Value Pyramid long term thinking
value based management
high low
Meet
unrecognised “Your product is
your promotion”
needs
Creates evangelism
Marketing focus on value innovation
Focus on
marketing spending
customer value
per customer
Meet desires
Creates committment
Marketing focus on relationships
Meet expectations
Creates satisfaction
Marketing focus on transactions
low high
reaction on a market demand
short term thinking
transaction based management