Comments on: brand value creation — financial, part 1

By: best global brands do's and don'ts | denise lee yohn: brand as business bites™

Mon, 05 Oct 2009 13:05:21 +0000

[...] brand value creation – financial, part 1 [...]

By: denise lee yohn: brand as business bites™ » Blog Archive » brand value creation — internal business process

Thu, 18 Jun 2009 18:32:21 +0000

[...] in their Internal Business Processes. Although a brand’s ability to create value from the Financial and Customer perspectives is probably the most important, its impact on Internal Business Processes [...]

By: Craig

Craig — Tue, 09 Jun 2009 13:53:29 +0000

In analyzing brands for purchase, of the critical factors I’ve reviewed, is the understand the managers of the brand have of this very issue. I think the 3 key abilities that brands can influence are (i) ability to keep a customer from switching – buying from brand loyalty (maintaining unit volume and lowering purchase acquisition costs), (ii) ability to add a new customer who’s switching or trying the product category for the first time (increasing unit volume and amortizing acquisition costs across larger base), and (iii) ability to maintain a higher price point *and* profit margin than competitors products.

While there are other factors that a brand can influence, those always seemed key to me. I agree with your post – especially that this is where the “rubber hits the road.” Without converting into higher volumes or price points – recognition alone is just future profit potential, which likely takes more money to convert.

-C