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Understanding brand equity and brand valueIn marketsbranding由于信誉,形象和考虑,客户将支付的价格有很大的影响。因此,品牌增加了价值,并使产品或服务能够命令更高的价格,或比未兑换的等效相比更高的市场份额。

The term品牌股权用于描述品牌的价值和品牌的组件值。它的价值可以按金融术语计算,与未加油的产品相比,作为返回率的增加,或者作为更复杂的更复杂的较复杂的市场指标,如意识,考虑,品牌力量或品牌形象。



The resulting ranking of preference can be used to infer the relative price that individuals are willing to pay for each brand or product. The choices and preferences can then be used in BTPO models to estimate likely purchase rates of different brands at different prices, and from that estimates revenue and profitability.

Strong brands command premium prices or premium market share over the competition and these type of purchase models allow brand equity to be estimated as the extra revenue achievable in a market, compared to competitors or unbranded products. The same type models can also be used to look at product range and market coverage.

BPTO is of most use in consumer type markets where brand is a strong determinant of choice with few feature-level differences - essentially the products are substitutes for one another. For services, industrial and technical type products there can be feature distinctions between the brands and more sophisticated techniques are needed such as full conjoint analysis.


Imagine you are purchasing a bottle of soft drink from a shop. If the drinks were priced as follows which would you choose?

Choose a product then click on 'Select'. The prices will change and then you can choose again

Brand Price 选择...
7 Up
Coca Cola
None of these

This example gives a simple illustration of the way in which BPTO works, and the possibilities for price premiums for brands over competitors.

In some applications, the use of an increasing price rule in this BPTO-type model can give undue attention to price and so make respondents more price sensitive than they really are. To get around this, a more sophisticated discrete choice analysis experiment can be done (a version of conjoint analysis) using a shop-shelf type display where prices are varied in an apparently random way. Where features and brands need to be understood, a full conjoint analysis study can be carried out where price is just one of several things that are being varied. This reduces the apparent focus on price and gives less price sensitive measures.


In markets with more complex products where differences in value can be accounted for both by functional differences and the impact of the brand, getting at the value of the brand alone is more complex than for simple products. The brand consists of a functional element and also an emotional or associative element.

确定t的值he functional parts of the product such as what premium does a bigger engine, or better fuel economy command, unbranded research is carried out.1manbext 是最强大且有效的工具,用于了解函数如何驱动值。

The second part of the emotional or associative value is to look at brand in addition to these functions. Knowing how different functional combinations are valued, by introducing brand you can measure changes that the brand makes on selection compared to the unbranded. By careful calibration, it is possible to uncover the value of the brand over and above the functional differences.




因此,与等效产品相比,制定基于研究的品牌股权评估的替代方案是从品牌上看完全的经济利益或价值 - 添加。这可以根据毛利率或更广泛的措施(如EVA)进行(添加的经济增值)。良好的品牌应该更有效地带来长期利润和回报,这将反映在更强大的资产负债表中,以获得更高的盈利能力,以获得销售成本。

The financial or accounting measure of brand value can then be triangulated with the customer value measure of brand equity to understand the brand's potential for growth.

品牌股权as a basket of measures

品牌股权as value is achieved by creating positive associations with the product in the mind of the customer. The financial benefit is therefore created in intangible meaning and value - for instance, for some brands part of their cachet is exclusivity, some with value, others with service.

Strengthening brand equity therefore involves understanding how the constituent parts of the brand contribute to the overall value and sense of brand worth. Brands can be undercut by poor investment or poor understanding of the value they offer to consumers.

同样,了解品牌的价值观,并调整这些以改变市场状况,允许品牌成长,并可能延伸到新市场。广告肥皂粉是最佳的最佳白色,现在无效。现在,消息可能会“每天洗衣服”,鼓励播放并弄脏 - 一个完整的改变定位,需要调整品牌价值。

Consequently, brand equity needs to understand the overall value of the brand, and develop and monitor the contribution of the key pillars of value, to ensure these are reinforced and maximise the potential of the brand.

For help and advice on carrying out BPTO or brand equity measurement

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