TITLE

Where's the Value?

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
May 2004
SOURCE
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article focuses on a systematic diagnosis needed by marketers in investing time and resources. A first step is to determine the state of marketing health, including examining where the performance problem is. Next, identify the most critical areas to sustain, such as most vulnerable customers and brands needing most support to maintain their position. The next step would be to look for the areas of greatest future opportunity. Improper diagnosis could lead to trying to solve the wrong problem, including focusing on things that are small or unchangeable or ignoring things that make the problem worse. Stock market approaches to brand valuation estimate a portion of the market cap due to brands through a combination of traditional financial metrics and some quantification of the softer perceptual dimensions. Product market-based methods identify incremental value for brands based on how they compete with other brands in their specific product categories. Another complementary way to assess brand value is to construct brand strength measures from consumer perceptions and link them to in-market performance. Customer value can be quantified in several different ways, all of which attach financial value to customer behavior, in terms of purchase, usage, and ongoing interaction with a brand.
ACCESSION #
13467593

 

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