Measure and build brand value
- 1. Measure and build Brand Value presented by: nidhi sekhri 1210738
- 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
- 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.
- 10. THANK YOU