Advanced Brand Management: Measuring Brand Success Ⅱ. Branding School June 11, 2005. Three basic senior management brand investment questions:. How much should we invest in our brand? What will we get back? Over what period?. How do brands add value?. 브랜드는 구매에 있어 ‘ 비이성적인 ’ 이유를 만든다 .
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Advanced Brand Management:Measuring Brand SuccessⅡ
June 11, 2005
브랜드는 공급곡선을 아래 방향으로 이동시킨다
Economic-use methodology:five major steps of ‘earning split’ approach (details)
Economic value added
Brand value added BVA® index
Brand value added
Brand Finance Methodology
(Brand Finance Valuation Approach)
Carried out by market segment
Hypothetical drivers of demand