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Strategic Brand Management - Keller - 8 BE Measurement and Management Sy-0008

Strategic Brand Management - Keller - 8 BE Measurement and Management Sy-0008

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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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Brand Equity Measurement  andManagement System
 
Th
e Brand Value C
h
ain
BVC is the manner in which marketingactivities create Band Value.
BVC is therefore the structured approach toassessing the sources and outcomes of BEIt also helps -
Understand the Band Management System
Provides insights to support brand managers
 
Brand Value Chain
ProgramMultiplier MarketingProgramInvestmentCustomer MindsetMarketPerformanceShareholder Value
VALUESTAGES
- Product-Trade- Communications
-
Employee- Other-Awareness-Associations-Attitudes-Attachment-Activity- Price premiums- Price elasticities- Market share- Expansion success- Cost structure- Profitability- Stock price- P/E ratio- Market capitalization
Consumer Multiplier 
FILTERS
-
Clarity
-
Relevance- Distinctiveness- Consistency
-
Consumer size & profile
-
Channel support
-
Competitive reactions
-
Market dynamics
-
Growth potential
-
Risk profile
-
Brand contribution
MarketMultiplier 

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