Brand assessment: a key element of marketing strategy

Abstract

The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand strategy is how to quantify this value. Studies the different methodologies available for this evaluation and distinguishes between financial and marketing methods. Concludes that marketing methods are worth greater consideration, since they give a wider vision of brand value by considering the consumer’s perspective and not only objective issues.

Citation

Calderon, H., Cervera, A. and Molla, A. (1997), "Brand assessment: a key element of marketing strategy", Journal of Product & Brand Management, Vol. 6 No. 5, pp. 293-304. https://doi.org/10.1108/10610429710179462