 Never mind the love, smell the money: What is the ‘value-add’ of a brand?Crispian Tarrant Journal of Brand Strategy, 2018, vol. 7, issue 1, 54-68 Abstract: In spite of the use of terms like ‘brand love’, the language of human relationships is rarely appropriate to most brands, and such terminology excludes the majority of users who invariably have only very limited brand engagement. An alternative approach to improve the appreciation of the impact of specific brands is to think in terms of the added value that consumers attribute to brands relative to one another. Brand Margin uses a ‘wisdom of crowds’ approach, drawn from a whole market and not just from those who engage closely with a brand, to generate a financial value for the added value a brand delivers above the intrinsic cost of a product. Although developed for fast-moving consumer goods (FMCG) markets, this concept works well in other sectors where there is essentially a common product, with the brand being one of the few points of differentiation. Examples are discussed from the travel sector, for hotels and airlines, but utilities and telecoms would be just as relevant. Brand Margin is a business outcome metric, and its use of a financial benchmark gives it a resonance in the board room and among non-marketers. Keywords: brand management; measuring brand added value; wisdom of crowds; danger of relying on brand loyalists; brand advantage; consumer generated financial brand KPI (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:7:i:1:p:54-68 Access Statistics for this article More articles in Journal of Brand Strategy from Henry Stewart Publications |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.