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  • The Brand Value Chain Framework

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    The Brand Value Chain is a structured approach to assessing sources and outcomes of brand equity. It examines how marketing activities create brand value across four stages: 1) Marketing Program Investment, 2) Customer Mindset, 3) Market Performance, and 4) Shareholder Value. Each stage is affected by both the quality of marketing programs and external marketplace conditions or investor sentiment as multipliers. The model shows how marketing investments can increase brand awareness, associations, and loyalty to impact price premiums, market share, and profits, ultimately increasing shareholder value.

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    The Brand Value Chain

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    The Brand Value Chain is a structured approach to assessing sources and outcomes of brand equity. It examines how marketing activities create brand value across four stages: 1) Marketing Program Investment, 2) Customer Mindset, 3) Market Performance, and 4) Shareholder Value. Each stage is affected by both the quality of marketing programs and external marketplace conditions or investor sentiment as multipliers. The model shows how marketing investments can increase brand awareness, associations, and loyalty to impact price premiums, market share, and profits, ultimately increasing shareholder value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    27 views7 pages

    The Brand Value Chain Framework

    Uploaded by

    pinku_thakkar
    The Brand Value Chain is a structured approach to assessing sources and outcomes of brand equity. It examines how marketing activities create brand value across four stages: 1) Marketing Program Investment, 2) Customer Mindset, 3) Market Performance, and 4) Shareholder Value. Each stage is affected by both the quality of marketing programs and external marketplace conditions or investor sentiment as multipliers. The model shows how marketing investments can increase brand awareness, associations, and loyalty to impact price premiums, market share, and profits, ultimately increasing shareholder value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 7

    The Brand Value Chain

    Definition
    It is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value

    Value stages

    Marketing Program Investment Product

    Customer mindset
    Awareness

    Market Performance
    Price premiums

    Shareholder Value
    Stock price

    Communications
    Trade Employee

    Associations
    Attitudes Attachment Activity

    Price elasticities
    Market share Expansion success Cost structure

    P/E (price/earning) ratio


    Market capitalization

    Profitability

    Multiplier

    Program quality
    Clarity Relevance Distinctiveness Consistency

    Marketplace conditions

    Investor sentiment
    Market dynamics Growth potential Risk profile Brand contribution

    Competitive reactions Channel support Customer size & profile

    The sync
    Value stage- Marketing Program Investment WITH Multiplier - Program Quality Clarity- how much clarity is there in marketing program How relevant is the program to customers Distinctiveness-from the competitors Consistency- and integration with program

    Customer mindset x Customer Multiplier


    Brand awareness Brand associations Brand attitudes Brand attachment
    (how loyal is a customer towards the brand)

    Competitive superiority Channel & other intermediary support Customer size and profile

    Brand activity
    (how much customer talk about brand or give weightage to the brand in their day to day life)

    Market performance x market multiplier


    1)Price premiums and 2)price elasticities shows how much extra are customers willing to pay because of brand also how the demand fluctuates with fluctuation in price

    3)Market share- success of marketing program 4)Brand expansion- based on the above three 5)Cost structure- prevailing customer mindset, if
    favorable opinion and good brand knowledge helps in its adjustment

    6)Profitability- When all the above combined together


    it gives profitability

    Market multiplier
    Market dynamics- investors sentiment, supply of fund Growth potential-prospects for brand and also industry Risk profile- for the brand Brand contribution- to the firms brand portfolio so that it doesnt march towards death

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