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The multidimensionality of brand equity and the importance of multiple methods to measure it
Contrast of different comparative methods to assess brand equity
The basic logic of how conjoint analysis works
Characteristics of different holistic methods for valuing brand equity
Characteristics of the relationship between branding and finance
100
Marketing and brand based comparative approaches.
What is the multidimensionality of brand equity and the importance of multiple methods to measure it?
100
Holds brand fixed, examine consumer response, changes in marketing programs. Conjoint analysis (survey based, multivariete technique) (parth worth, consumer value) Brand based. Marketing based. Holistic methods Residual approach (value subtracting out the physical product effects, uniqueness) Valuation approach (places a financial value on a brand)
What are the different comparative methods to assess brand equity?
100
Marketers would like customers to express preferences or choose between a variety of products. Part worth, the value customers put on every attribute according to a specific product e.g.
What is the basic logic of how conjoint analysis works?
100
Place a value in abstract utility terms or concrete financial terms. Residual approach - only physical attributes. Valuation approach - places a value on brand equity for accounting purposes.
What are the characteristics of different holistic methods for valuing brand equity?
100
Valuation of brands due to accounting, mergers, acquisitions and other similar reasons.
What are the characteristics of the relationship between branding and finance?