Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials) by Kahn Barbara E

Author:Kahn, Barbara E. [Kahn, Barbara E.]
Language: eng
Format: mobi
ISBN: 9781613630259
Publisher: Wharton Digital Press
Published: 2013-03-04T16:00:00+00:00

Chapter 4. Quantitative Methods for Assessing Brand Value

In this chapter:

Customer-Based Evaluations of Brand Effectiveness

Brand Valuation Measurement

Market Value/Shareholder Value

Using Quantitative Measurement to Guide Action

Building brands is hard work and very expensive. The payoff, of course, is that a great brand is a tremendous asset. Interbrand estimates that the 50th-place finisher in its 2012 ranking of top US retail brands, Rent-A-Center, is worth $771 million. The top retailer brand of them all, Walmart, gets valued at a staggering $139 billion. (Interbrand’s methodology will be discussed later.)

Building the brand correctly is not a given. Just as some brands prove to be gold mines, others end up as sinkholes that can swallow corporate resources. As with any marketing activity, the surest way to assess whether a brand is meeting its goals and fulfilling its strategic objectives is through quantitative measurement, which can then provide benchmarks for performance and evaluation.

One set of measures reflects how customers evaluate your brand. You need to measure reactions at every stage of the customer decision-making process. Is your brand in a customer’s evoked set? Is it emotionally valued and one that customers are highly willing to recommend? Answers to these critical questions demand reliable and valid metrics. Another set of measures quantifies brand equity. Being able to put a value on brand equity helps justify the resources allocated to building a brand.

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