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Strategic Brand Management - Keller - 10 Rev. Measuring Outcomes of BE Market Performance-0010

Strategic Brand Management - Keller - 10 Rev. Measuring Outcomes of BE Market Performance-0010

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Published by Sid Black

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Categories:Types, Business/Law
Published by: Sid Black on Feb 16, 2011
Copyright:Attribution Non-commercial

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09/02/2013

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Measuring Outcomes of Brand Equity Capturing Market Performance
 
10.2
Measuring Brand Equity 
Brand Equity is a  multi-dimensional concept
Many different measures required for comprehensive evaluation
The ultimate value of a brand depends on theunderlying components of brand knowledgeand sources of brand equity
 
Measuring Outcomes of Brand Equity Capturing Market Performance
D
ifferent measures used to measure  brand equity
Comparative method
Brand based comparative approaches
Marketing based comparative approaches
Conjoint analysis (combines both)
H
olistic methods
R
esidual approaches
Valuation approaches
Accounting background
Historical perspective
General approaches
Cost approach:
BE is cost of  reproducing  or replace the brand
arket approach:
present value of the future economic benefits
In
come approach:
discounted future cash flow from the future earnings stream

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