Where's the Value?

Wyner, Gordon A.
May 2004
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p8
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.


Related Articles

  • THE COMMUNICATIVE POWER OF PRODUCT PACKAGING: CREATING BRAND IDENTITY VIA LIVED AND MEDIATED EXPERIENCE. Underwood, Robert L. // Journal of Marketing Theory & Practice;Winter2003, Vol. 11 Issue 1, p62 

    Building on existing frameworks (customer-based brand equity, consumer-brand relationships, product symbolism/self concept), this paper forwards packaging as a product-related attribute critical to the creation and communication of brand identity. Packaging is posited to influence brand and...

  • The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An Empirical Study on Mobile Telecom Service Recipients in Jordan. Al-Dmour, Hani; Al-Zu'bi, Zu'bi M. F.; Kakeesh, Dana // International Journal of Business & Management;Jun2013, Vol. 8 Issue 11, p13 

    The purpose of this research is to study the effect of services marketing mix elements on customer-based brand equity through empirical study of mobile telecommunication service recipients. It also aims to determine the influence of such elements on customer-based brand equity and to reveal...

  • Successful Companies Use The "Outside In" Marketing Approach.  // Finweek;6/12/2008, p39 

    The article provides information on the use of outside in marketing approach by successful companies. It is stated that unless companies begin marketing their brands from an outside in perspective, companies will be left behind. It is averred that the organized passive sender-recipient...

  • Will experience become bigger than the brand? Ford, Jonathan // Marketing (00253650);8/14/2003, p18 

    Marketers should provide an environment for the consumer to engage with pure brand values. Today's marketing truths are as follows. First, the more deeply brands connect with consumers, the more successful they can become. Second, consumers are now marketing-savvy and implicitly understand the...

  • A robust approach to measure latent, time-varying equity in hierarchical branding structures. Voleti, Sudhir; Ghosh, Pulak // Quantitative Marketing & Economics;Sep2013, Vol. 11 Issue 3, p289 

    The literature suggests that brand equity can be split into two parts - an attribute-based equity and a non-attribute based one that captures consumer preferences beyond the utility offered by individual attributes. In addition to measuring attribute-based equity, firms deploying portfolios of...

  • Hershey's taps Euro for Asia expansion.  // Media: Asia's Media & Marketing Newspaper;3/6/2008, preceding p2 

    The article reports on the goal of Hershey Co. to improve marketing investment in Asia after its selection of Euro RSCG as its first regional creative AOR. According Kevin Ma, marketing director of Hershey Asia/Middle East, the brand is looking forward to deliver a more consistent brand equity...

  • Drive ROMI by tying brand equity to consumers. BROTSPIES, HERBERT V.; NKWOCHA, INNOCENT // Marketing News;11/15/2006, Vol. 40 Issue 19, p19 

    The article discusses the importance of brand equity when trying to measure the return on marketing investment (ROMI). According to the article, the changes in brand equity drives customer behaviors, because the brand equity change is the result of investments in the marketing mix. The article...

  • Shopper Marketing's Instant Impact. Bellas, Michael C. // Beverage World;11/15/2007, Vol. 126 Issue 11, p18 

    The author discusses the concept of shopper marketing or in-store marketing. He cites the findings of a survey on the purchase decision of consumers. He claims that the store is the most effective area to engage consumers, enhance brand equity and market a product. He emphasizes that there is...

  • Measuring Unmeasurables. Schultz, Don E. // Marketing Management;May/Jun2005, Vol. 14 Issue 3, p12 

    This article discusses the measurement of brand value and success in the marketplace. There is a growing interest in brand measurement and brand valuation today. Every journal or trade publication focuses on identifying ways and methods of measuring the value, impact, effect, or something else...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics