The document discusses customer value and reasons to believe (RTB) in a brand. It lists 20 categories of RTB, including heritage, demonstrations of the product, endorsements from experts and celebrities, superior product ingredients and details, awards, functional benefits, and a brand upholding its promises. Customer value is defined as the functional, emotional, and social benefits of a brand, balanced against the price, inconveniences, and uncertainties. Reframing and solutions are suggested to increase customer value by addressing the functional, emotional, and social aspects.

1. Customer
Value
Bucharest, April 2012

2. Benefits
Customer =
Value
Sacrifices

3. The Brand Benefits:
- Functional
- Emotional
- Social
Solutions (Functional + Emotional + Social)
Customer =
Value Price + Inconveniences + Uncertainties
Reframing PDS RTB

4. Reasons To Believe

5. RTB Categories
1. Heritage
2. Demonstrations
3. Expert Endorsement
4. Celebrity Endorsement
5. Superior Product Ingredients
6. Superior Product Details
7. Great People
8. Endorsed by Users
9. Country of Origin
10. Owner of the Brand
11. Special Process / Technology
12. Certified by another brand
13. Awards / Recognition
14. Clients or Projects
15. Scarcity or Rarity
16. Marketing Gimmick
17. Functional Benefits
18. Warranty
19. Better than
20. Brand Behavior

6. RTB:
Traditie

8. RTB:
Demonstratii

11. RTB:
Recomandarea Expertilor

13. RTB:
Contine Ingrediente Superioare

16. RTB:
Angajati de Top

19. RTB:
Recomandat de Consumatori

20. RTB:
Tara de Origine

24. RTB:
Fondatorul Marcii

27. RTB:
Procese / Tehnologii Speciale

28. “In 2004 Kraft changed the
makeup of two Maxwell House
variants – Original and French
Roast – roasting the beans for
longer to produce a richer
tasting coffee”

30. RTB:
Certificat de o alta marca

34. RTB:
Premii

38. RTB:
Clienti / Proiecte Speciali (e)

42. RTB:
Raritatea

46. RTB:
Garantie

48. RTB:
Mai buna ca…

52. RTB:
Recomandarea VIP-urilor

55. RTB:
Inventie de Marketing

58. RTB:
Beneficii Functionale

59. 36 hours

62. RTB:
Detalii Superioare ale Produsului

64. Si cel mai important RTB dintre toate: performanta
efectiva. Cu alte cuvinte, pastrarea promisiunilor.
Daca zici ca o sa faci ceva, fa-o. Sau fa chiar un
pic mai bine.

65. RTB Categories
1. Heritage
2. Demonstrations
3. Expert Endorsement
4. Superior Product Ingredients
5. Great People
6. Endorsed by Users
7. Country of Origin
8. Owner of the Brand
9. Special Process / Technology
10. Certified by another brand
11. Awards / Recognition
12. Clients or Projects
13. Scarcity or Rarity
14. Functional Benefits
15. Warranty
16. Better than
17. Superior Product Details
18. Celebrity Endorsement
19. Marketing Gimmick
20. Brand Behavior