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brand performance
Module 4
premises:
1. It assumes that the value of a brand ultimately
resides with customers. It assumes that the
brand value creation process begins when the
firm invests in a marketing program targeting
actual or potential customers.
2. The associated marketing activity then affects
Value stages
Brand value creation begins with marketing activity by the
firm
1. Marketing program investment: any marketing program
investment that can contribute to brand value development,
intentionally or not, falls into this first value stage.
. This stage outlines many such marketing activities like
product research, development and design; marketing
communication including advertising, promotion, direct and
indirect marketing etc.
. The ability of a marketing program investment to transfer or
multiply farther down the chain depends on qualitative
aspects of the marketing program and the program quality
multiplier.
Value stages
Program quality multiplier: the ability of the
Value stages
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Value stages
Marketplace conditions multiplier: the extent
Value stages
3. Market performance: Six key outcomes of
Value stages
Investor sentiment multiplier:
Considerable factors are:
. Market dynamics: What are the dynamics of
Introduction
Tracking studies collect information from consumers on a routine basis
What to track
Product-brand tracking
Corporate or family brand
tracking
Global tracking