The Interbrand s-Curve Multiplier value 100 nd strength
26 The Interbrand S-Curve
Comments The result is straightforward and impressive Hard to justify the validity Many experts' judgments Customers' perception counts Many predetermined rules 20 years as the ceiling why? Confuse the cause and effect Market share as one indicator of brand strength, i.e brand leadership O Copy rights reserved, Zou Deqiang
27 27 © Copy rights reserved, Zou Deqiang Comments • The result is straightforward and impressive • Hard to justify the validity • Many experts’ judgments ¾Customers’ perception counts • Many predetermined rules ¾20 years as the ceiling, why? • Confuse the cause and effect ¾ Market share as one indicator of brand strength, i.e., brand leadership
Brand valuation Brand Equity at the Product Market level
28 Brand Valuation Brand Equity at the Product Market Level
Brand Equity in the Product Market Brands can be valued as a price or volume premium Volume premIum With a Price strong brand Without a premium strong brand
29 Brand Equity in the Product Market • Brands can be valued as a price or volume premium
Brand valuation Brand Equity in the Consumer Mindset
30 Brand Valuation Brand Equity in the Consumer Mindset