MC4304 Class 3 Managing Value

MC4304 Class 3 Managing Value - Managing Value Agenda...

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Managing Value
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Agenda • Questions or Comments • Managing Value • Brands in the News • Team Assignments • Wrap Up
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Value 1. Relative worth, merit or importance 2. Monetary or material worth, as in commerce or trade 3. The worth of something in terms of the amount of other things for which it can be exchanged or in terms of some medium of exchange
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Why Manage Value? • Without value, there is no company • Grow equity – Grow shareholder/stakeholder assets – Grow company equity – Grow Brand equity – Grow customer value • Increased value often leads to increased • To prepare for a sales event
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Brand Equity vs. Brand Value Brand Equity (theoretical measure): – The set of associations & behavior on the part of a brand’s customers, channel members & parent corporation that permits the brand to earn greater volume or greater margins than it could without the brand name. (Leuthesser, 1988) Brand Value (financial measure): – The ability of brands to deliver profits. Net discounted cash flow attributable to the brand after paying the cost of capitol invested to produce & run the business & the cost of marketing. (Kapferer, 2008)
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This note was uploaded on 08/15/2011 for the course MKTG 4304 taught by Professor Meadow during the Fall '08 term at Virginia Tech.

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MC4304 Class 3 Managing Value - Managing Value Agenda...

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