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品牌equity and brand value

了解品牌股权和品牌价值在市场上品牌can have a large effect on the price that customers will pay due to reputation, image and consideration. Brands therefore add value and enable the product or service to command a higher price, or higher market share than an unbranded equivalent.

期限品牌equityis used to describe both the value of the brand and the brand's component values. It's value may be calculated in financial terms in comparison to unbranded products, shown as an increase in a rate of return, or presented as a more complex mix of softer market metrics such as awareness, consideration, brand strength or brand image.

品牌价格Trade-Offs (BPTO) to show brand equity

To illustrate Brand Equity, a Brand-Price-Trade-Off exercise (see example below) is a万博官网manbet登录approach to calculate relative willingness-to-pay for brands. Several brands or products in a category are shown at once and the customer chooses their preferred option. Prices are then adjusted and the customer chooses again from the same list, but with different prices.

由此产生的偏好排名可用于推断个人愿意为每个品牌或产品支付的相对价格。然后可以在BTPO模型中使用选择和偏好,以估计不同品牌的可能以不同的价格购买率,并从该估计收入和盈利能力。

强大的品牌命令优惠价格或优惠市场份额超过竞争和这些购买模式,允许品牌股权估计,与竞争对手或未加入的产品相比,市场上可实现的额外收入。相同类型的型号也可用于查看产品系列和市场覆盖范围。

BPTO最适用于消费者型市场,其中品牌是一个强大的决定因素,具有很少的特征级别差异 - 基本上产品互相替代。对于服务,工业和技术型产品可以在需要的品牌和更复杂的技术之间有特色,如全新联合分析。


BPTO interactive example

想象一下,你正在商店购买一瓶软饮料。如果饮料的价格如下,你会选择哪个?

选择产品,然后单击“选择”。价格会改变,然后你可以再次选择

品牌 价格 Choose...
7起来
可口可乐
幻想
百事可乐
Sprite
都不是

这个例子给出了BPTO工作方式的简单说明,以及对竞争对手的品牌价格优惠的可能性。

在某些应用中,在这种BPTO型模型中使用增加的价格规则可以不适当关注价格,因此使受访者比他们真正的价格更敏感。为了实现这一点,可以使用商店货架类型显示器(在价格变化,更复杂的离散选择分析实验(一部分的联想分析)以明显随机的方式变化。在需要了解特征和品牌的情况下,可以进行全新的联合分析研究,其中价格只是几种正在变化的东西之一。这减少了价格上的表观重点,并提供了较少的价格敏感措施。


品牌versus functional value

在具有更复杂的产品的市场中,可以通过功能差异和品牌的影响来占价值的差异,仅获得品牌的价值比简单的产品更复杂。该品牌由功能元素和情绪或联想元素组成。

为了确定产品的功能部件的价值,例如高级发动机,或更好的燃料经济指挥,未达成的研究。1manbext is the most powerful and effective tool for understanding how functions drive value.

情绪或联想价值的第二部分是除了这些功能之外还可以查看品牌。知道如何通过引入品牌来衡量品牌在选择的变化与未达成的方式来衡量不同的功能组合。通过仔细校准,可以在功能差异上揭示品牌的价值。

For product development and pricing purposes, this allows managers to determine whether resources should be focused on strengthening the brand and perceived value, or on strengthening the underlying product offer.


Researched value versus accountant's value

Some companies measure brand equity on pure financial measures of brand performance. Because strong brands have extra value to customers, the brands themselves are able to command a higher price in the market, not just to end users, but also through the distribution channel in the form of reduced margins compared to other similar products.

An alternative to making a research-based evaluation of brand equity is therefore to look at the full financial benefit or value-add from the brand in comparison to equivalent products. This can be carried out either in terms of gross margin, or in wider measures such as EVA (economic value added). Good brands should be more effective at bringing long term profits and returns and this will be reflected in a stronger balance sheet with a higher level of profitability for a given cost of sales.

然后,品牌资产的客户价值衡量可以将品牌股权的财务或会计衡量标准进行三角化,以了解品牌增长潜力。

品牌股权作为一揽子措施

作为价值的品牌股权是通过与客户的思想中的产品创建积极的协会来实现的。因此,在无形的意义和价值中创造了财政福利 - 例如,对于一些品牌的一部分,他们的类别的一部分是排他性,有些具有价值,其他有服务。

因此,加强品牌股权涉及了解该品牌的组成部分如何促成整体价值和品牌价值感。品牌可以因投资差或对消费者提供的价值的理解而削弱。

同样,了解品牌的价值观,and adapting these to changing market conditions, allows the brand to grow, and possibly to stretch into new markets. Advertising soap powder as being the best white for Sunday best, is much less relevant now. Now the message might be 'wash your clothes every day' with an encouragement to play and get dirty - a complete change in positioning requiring adjustments in brand values.

因此,品牌股权需要了解品牌的总体价值,并开发和监控价值的关键支柱的贡献,以确保加强并最大限度地提高品牌的潜力。


有关开展BPTO或品牌股权测量联系的帮助和建议info@dobney.com.


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