2. CONCEPT OF BRAND
A brand will achieve greater market
success when it comes to recognize and
respond to one of 4 basic types of :
Economic
Rational
Emotional
Committed
3.
4. Measuring Brand Value
• Brand Awareness
• Purchase Consideration
• Purchase intent
Some other Things:
• The product development
department.
• The quantitative oriented finance
house.
5. Measuring Brand Value
• Ability to command a price premium and
maximize the no. of units that can be sold at
that premium.
• The measure of Brand value incorporates the
price premium & the unit volume of the
brands.
Eg:-vehicle segment.
• The actual transaction prices- the price
consumers have really paid for that product
6. ADVANTAGES FOR AUTOMOTIVE
COMPANIES
• It captures the entire value of each competitor ’s
brand in one measure
• It is based on the actual purchasing behaviour of
consumers.
• It correlates strongly with a brand’s profitability.
• It can be tracked over time and used through out
the company for target setting & performance
evaluation.
7. drivers of the Brand Value
• The various elements of the entire purchasing
and ownership experience affect the value of its
brands and where to invest to strengthen them.
• All companies are constantly striving to find the
sweet spot: the price and the volume levels that
will maximize profits.
• Individual variable includes performance
measures such as accelerations, handling,
breaking, measures of scale, service satisfaction
& consumer ratings of styling & image attribute.
8. drivers of the Brand Value
• The approach enables a company to
continuously improve its understanding of the
factors that drive brand value.
• The segmentation success maps highlight that
matters most of consumers & visually display
how competing brands compare along those
dimensions of values.
9. HOW TO IMPROVE BRAND VALUE:
• Senior managers can use segment success
maps to interpret and predict competitive
actions & to help craft vehicle & resources
allocation strategies.
• Managers prefers, to make brand value one of
the company’s key metrics:- on a par with
profits and consumer satisfaction.
