CHAPTER:10

MEASURING OUTCOMES
OF BRAND EQUITY:
CAPTURING MARKET
PERFORMANCE

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METHOD OF MEASURNING
OUTCOMES OF BRAND EQUITY
 TWO METHODS :-
 1. Comparative method.
 2. Holistic method.

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Comparative Methods

Brand-Based Comparative
Approaches

Marketing-Based
Comparative Approaches

Conjoint Analysis

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Brand-Based Comparative Approaches

 This approach use experiment in which one group of

consumers respond to an element of marketing
program when it is attributed to the target brand and
other group responds to that same element when it is
attributed to a competitive brand.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Marketing-Based Comparative Approaches

 Hold the brand fixed and examine consumer

response based on changes in the marketing
program

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Conjoint Analysis

 Survey-based multivariate technique that enables

marketers to profile the consumer decision process
with respect to products and brands
 Part worth: The value consumers attach to each
attribute level, as statistically derived by the conjoint
formula
 Applications
 Critique

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Holistic Methods

Residual Approach

• Examines the value of the brand by

subtracting consumers’ preferences for
the brand from their overall brand
preferences

Valuation Approach

• Places a financial value on brand equity

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Residual Approaches

Scanner Panel Choice

Experiments

Multi-Attribute
Attitude Critique
Models

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Valuation Approaches

Accounting Background

Historical Perspectives

General Approaches

Simon and Sullivan’s Brand Equity Value

Interbrand’s Brand Valuation Methodology

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