The document discusses brand value and how to measure it. There are several ways to measure brand value, including cost-based, market-based, income-based, and customer-based valuations. Building brand value is important as it can lead to increased sales, influence, and profits for a company. Key aspects that make a brand valuable to customers include brand recognition, loyalty, effective communication, authenticity, and brand association.

1. BENEFITS OF BRAND VALUE
•
• Increased sales
• More Influence
• Higher profits

2. How to measure brand value
 Cost-based Valuation
 Market-based valuation
 Income-based valuation
 Revenue premium valuation
 Customer-based valuation
 Net promoter score (NPS):

3. What makes a brand valuable to
customers?
 Brand Recognition and brand awareness
 Brand loyalty
 Effective communication
 Brand association
 Authenticity

4. How do you build brand value?
•Market research
•High-quality design
•Advertising and marketing
•Sponsorship

5. Perceptual product positioning map
• A product positioning map is a two-dimensional chart
with horizontal and vertical axes that represent
attributes. The attributes might include quality, price,
reliability, size, features, packaging, performance,
safety, or other positioning comparison criteria.

6. Drawing a perceptual map takes several
general steps
• Step 1. Define the target market.
• Step 2. Select the characteristics.
• Step 3. Make the list of products on the market.
• Step 4. Plot the position of each company on the map.

8. The perceptual map for chocolate
manufacturers

9. The perceptual map for fast food
restaurants

10. BRAND VALUE
•Brand value is more than the products or
services a company sells; it’s what they
stand for and how they are perceived. A
good way to picture brand value definition is
the worth of a brand in the eyes of its
consumers - because, after all, it’s their
opinion that matters most.

11. BENEFITS OF BRAND VALUE
•
• Increased sales
• More Influence
• Higher profits

12. How to measure brand value
 Cost-based Valuation
 Market-based valuation
 Income-based valuation
 Revenue premium valuation
 Customer-based valuation
 Net promoter score (NPS):