Measuring a brand - Product and firm level Flashcards Preview

Brand Management > Measuring a brand - Product and firm level > Flashcards

Flashcards in Measuring a brand - Product and firm level Deck (14)
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1
Q

At the Product Level

A

Price Premium
Revenue Premium
Premium over average

2
Q

Price Premium Method

A

P1 - P2= Brand equity of product 1

3
Q

Price Premium Advantages

A

Simple, Fast, Intuitive, Objective (standard unit of measure, no interpretation required), easy to compare

4
Q

Price Premium Disadvantages

A

Penalizes cheap products’ High equity,

Does not give info on the actual underlying driver of equity,

We have to make the assumption that the private label has 0 equity
(+ We have to find one)

5
Q

Revenue premium

A

Similar than price premium, butt for total revenues.

TR1 - TR2 = 1’s BrEquity

6
Q

Revenue premium Advantages

A

Simple fast, intuitive, objective, easily comparable, Dashboard

7
Q

Revenue premium Disadvantages

A

Does not give a lot of info,

Requires a no-name or private label equivalent
Private label is Supposed to have 0 equity,

Assumes that private label and branded products require the same cost (in terms of 4P’s ALL)

8
Q

Premium over average

A

Compute average of a range of competing products and apply Price Premium Technique.
Compare P1 to P2, P3 until PN
(Negative equity, unfavourable response of customer to presence of BrElement)

9
Q

Premium over average drawback

A

Selection of products you make to compute your calculations.

Do they include everything? Or only the cheapest? Or the most Expensive?

10
Q

Price measures at the product level can only

A

Validate or complement results of the real brand audit, the one done on the customer side

11
Q

Firm Level

A

Interbrand

Brand Z

12
Q

Interbrand

A

Brand Value = Value of company - Value of physical Assets + Cash on hand + Patents and Formulas

13
Q

Interbrand drawbacks

A

Some companies disadvantaged if very high costs need are to be incurred to provide a service (Tech Companies)

Hard to determine or obtain data. Need a full team or to get disclosed information on public domains to conduct that type of firm level study

14
Q

Brand Z

A

Opportunity to compare brands across different industries