Article2001

Building value-based branding strategies

74 citations0/0 files storedJournal of Strategic Marketing

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Financial Reporting and Valuation Research Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Marketing professionals oversimplify the problem of building successful brands. As companies such as Xerox and Procter & Gamble have learned, brands can have strong consumer franchises yet still not generate value for investors. Brands that create shareholder value have to meet four requirements: (1) a strong consumer proposition, (2) be effectively integrated with the firm's other value-creating assets, (3) be positioned in a sufficiently attractive market and (4) be managed in order to maximize the value of the brand's long-term cash flow.This paper shows that, when managers attend to all four determinants, they can enhance brand values and develop more effective marketing strategies.

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References

1993The cornerstones of competitive advantage: A resource‐based view 1993Market Orientation: Antecedents and Consequences 1998Contemporary Strategy Analysis 1998Market-Based Assets and Shareholder Value: A Framework for Analysis 1992Valuation: Measuring and managing the value of companies 1999Competing on Resources: Strategy in the 1990s 1999Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing 1999Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing

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