Understanding Brand Value: A Review of Price, Performance, Equity and Category Dynamics
Arriving at an improved understanding of the role of price and value in influencing a brand’s success is a critical component in measuring a brand’s in-market performance. Most brand equity models do a reasonable job in describing the attitudinal components of a brand’s profile, but it is often the case that a brand with strong equity scores can suffer a decline in market shares. Likewise, a brand with weak-looking equity can increase in share over time, or become a major player in its category. Store brands sometimes fall into this latter category.
Understanding Brand Value explores the dynamic forces of price-value relationships in order to improve your understanding of brand value. By downloading a copy of this informative paper, you will learn to:
- find a useful measure of brand value
- use this measure of value in the creation of a predictive model of brand size, and brand growth/decline
- determine the relationships between value and other key equity measures, and
- use this combination of measures to improve the successful management of brands
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