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Brand Asset Valuator Conjoint Method Aakers Brand Equity Ten Interbrand Brand Report Card
Knowledge
Brand Equity
Esteem
Relevance
Differentiation
Coca Cola
Kodak
iPod XBOX
iPhone
Hindustan Motors
Conjoint Method
Developed by Park and Srinivasan Farquhars (1989) definition of brand equity as the value added by the brand to the product. Traditional conjoint methods have drawbacks Survey based method: Self Explicated Conjoint
Concept
Brand Equity
Brand Equity will thus be the: difference between an individual consumers overall brand preference and his/her multiattributed preference based on objectively measured attribute levels eij: Brand Equity u(o)ij: Consumer Preference based on objectively measured attribute levels Thus
Assumptions i = 0 i = 0
Interbrand Method
There must be substantial publicly available financial data The brand must have at least one-third of revenues outside of its country-of-origin The brand must be a market-facing brand The Economic Value Added (EVA ) must be positive The brand must not have a purely B2B single audience with no wider public profile and awareness
The Steps
Components of BRC
The brand excels at delivering the benefits the customers truly desire The brand stays relevant Pricing strategy is based on customers perception of value The brand is properly positioned The brand is consistent The brand portfolio and hierarchy makes sense