如何让品牌价值测量帮助您的品牌.pdfVIP

What Brand Value Diagnostics can do for your bottom line The previous issue let us gaze at the crystal ball to watch the new media landscape in Australia unfold. The picture is now getting clearer as the key players place their cards on the table. This issue will focus on brand value diagnostics. It will give marketing executives a powerful tool to monitor the fitness of their brands relative to their category peers. And it will recommend an individual fitness program to keep your brand at the peak of its performance. Our featured article by Dr. Max Sutherland , author of Advertising the mind of the consumer was well received. Today, hes offering a unique perspective on brand health: Google: $ Billion Brand in Peril? Price elasticity uncovers untapped brand value The utility and Petroleum companies have long used the concept of elasticity to measure the price sensitivity in their commodity markets at a particular point in time. Price Elasticity of Demand (PED) measures the responsiveness in the demanded quantity relative to changes in the current price. Inelastic brands can increase revenues by raising the price, elastic brands by lowering it. The 4-Ps of the marketing mix (product, place, promotion and price) are the marketers primary tool to create value for their brands. Ultimately, this value comes from differentiation and targeting, i.e. satisfying consumer needs in a unique way. To the consumer, the perceived value of the brand is the sum of its benefits - the brand experience. Individual benefits can be positive or negative and so, add to, or deduct from the brands value over time. Consumers derive benefits from individual brand attributes that satisfy physical, economical, psychological or social needs. Consumer research shows that the price itself is but one of these attributes. For instance, think about your preferred brand in each of the following retail categories: consumer electronics, travel, durable goods and FMCG. If t