how to create the brand value

How to create brand value

pratiksha rathod

 

  1. Campaign (2019)-“We know now that brandsare being built to huge valuations completely outside of that traditional ecosystem. Scale is no longer enough to win, and indeed, some recent evidence suggests scale may have a less positive correlation with growth. We think it’s more important to value m

 

  1. Lenon (2009)-Due to resource constraints, firms are forced at any given time to emphasize either valuecreation or value appropriation based on strategic priorities. Research shows that the stock market rewards increased emphasis on value appropriation over value creation,3 but it is obvious that value must be created before it can be appropriated. This special issue on Brand Value and Valuation presents the latest research and ideas related to the diverse drivers of long-term brand value, strategies for appropriating brand value, valuation methodologies and uses of brand valuation in practice

 

3.elena(2015)- Based on a consumer-based behavioral view of brand equity, there exists a general consensus on defining brand equity as consumers’ different response between a focal brand and an unbranded product when both have the same level of marketing stimulus and product attributes (Yoo and Donthu, 2001). Therefore, brand equity involves consumers’ predispositions for a brand in terms of preferences or intentions to buy due to the value added to a product by its brand name (Yoo et al., 2000).

 

4.Luxury brands are priced significantly higher than typical brands in their categories. Luxury brands are unique in the sense that these brands indicate the social status and aspirations of individuals. Such brands are associated with the prestige of individuals (Lo & Yeung, 2020). They are less about prices and more about quality and who a customer is or wanted to be. However, the outlook and aspirations of individuals have changed after the recession of 2008-2009. Customers have become conscious about value received from offerings more than ever. They have also become thrifty. They look for the highest value at optimum prices. Luxury for customers is more about style and substance than about anything else. This is combined with personal pleasure and self-expression.

 

5.karen hand (2021) Brands are increasingly part of how international aid and development Non-Government Organisations (NGOs) operate, but there are challenges in aligning NGO brand value across diverse stakeholders. This research explores how key decision makers within one major NGO – Oxfam—construct the challenges of brand value alignment, using an Interpretative Phenomenological Analysis methodology. Three master-themes emerge demonstrating key tensions around aligning NGOs brand value: the difculty of balancing competing stakeholder needs, the internal cultural confict around branding, and the existential dilemma underlying the societal efectiveness of NGOs

 

  1. Fraccaro annalisa ( 2022) luxury brandmanagers could be willing to set compromise prices to avoid odd prices. As such, they would play on the favorable underestimation effect to facilitate sales without activating the unfavorable image effect, i.e. the low-quality connotation. Consequently, they might set more compromise prices when there is a high potential for underestimation (i.e. when the price can be perceived as much lower than it is; Schindler and Kirby, 1997) and/or when they face a higher risk to damage brand In this research, we investigate the following two specific circumstances: when the price digit in the hundreds place is a “9” (e.g. €29XX because this is where the underestimation potential is at its highest) and for the highest-priced products because this is where the use of odd prices might damage brand luxury the most.

 

  1. Urban environments are particularly conducive to entrepreneurial activities, innovation and growth because of agglomeration economies (Jacobs 1969). Different competencies and nancial resources are more accessible in cities, allowing for denser information flows and market proximity (Acs et al. 2009). Hence, literature finds a two-way relationship between cities and knowledge-driven entrepreneurship. While urbanization has vast potential for social and economic development, the urbanization process also poses serious challenges (Glaeser 2012).

 

  1. peter popkowski (2016)There are essentially three tactics of unit pricingfor different package sizes of the same brand(Widrick, 1985): quantity discounts (QD), quantity surcharges (QS) and proportionate pricing (PP). QD pertains to situations in which unit prices for larger packages are lower than those for smaller packages. QS, on the other hand, refers to contexts in which unit prices for larger packages are higher than those for smaller packages. PP indicates instances where all package sizes have the same unit prices. QD is considered the most widely used pricing tactic in the marketplace (Binkley and Bejnarowicz, 2003; Gupta and Rominger, 1996; Widrick, 1985). However, numerous field studies have confirmed incidences of QS in various grocery products and stores (Widrick, 1979a; Dunphy, 2016). Figure 1 shows real illustrations of QD and QS offered by the same grocery store in Japan.

 

  1. Pandey A strong representation of a brandmay be used to gain sustainable competitive advantage in the current business scenario by creating loyal customers. The loyalty of a customer for a particular product or service entirely depends on the degree of fulfillment of his/her expectation by a specific product or brand. Therefore, it becomes vital for every company to meet the demands and expectations of their customers to transform them into loyal customers.

 

  1. Das (2023) rapid expansion of the organized retail sector in developing countries like India has raised apprehensions that it will damage the unorganized retail sector and may cause occupational displacement. This has been an emerging issue for both academicians and policymakers. This has come at a time when the informal sector is playing a key role in effectively creating employment opportunities for both the rural unskilled migrants and the retrenched workers from the organized sector. Despite its vitality, the sector seems to be neglected. The present study focuses on the role of street vendors in the urban informal sector.

 

 

 

 

 

 

 

 

 

 

 

 

Conclusion :

 The stock market tends to reward increased emphasis on value appropriation over value creation. Brand equity involves consumers’ predispositions towards a brand in terms of preferences or intentions to buy.uxury brand managers may set compromise prices to avoid negative perceptions while still facilitating sales.

Odd pricing strategies may be employed strategically based on perceived underestimation potential and the risk to brand luxury.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 REFRENCE:

  1. Delgado-Ballester, E., & Estela, F. S. (2015). Brand experimental value versus brand functional value: Which matters more for the brand?European Journal of Marketing, 49(11), 1857-1879. doi:https://doi.org/10.1108/EJM-02-2014-012
  2. Hand, K., Murphy, R., MacLachlan, M., & Carr, S. C. (2022). Worlds apart? – the challenges of aligning brand value for NGO’s.International Review on Public and Non – Profit Marketing, 19(3), 575-598. doi:https://doi.org/10.1007/s12208-021-00312-4
  3. How to build brands that win: Dentsu’s new dynamo brand index for marketers reinvents brand value by looking not at where a brand is today, but where it’s headed words content lab, campaign asia. (2019). Campaign, , 82-83. Retrieved from https://www.proquest.com/trade-journals/how-build-brands-that-win/docview/2564998739/se-2
  4. Mandal, P. (2021). Achieving business excellence for luxury brands: Strategies and initiatives.International Journal of Business Strategy and Automation, 2(4), 1-14. doi:https://doi.org/10.4018/IJBSA.287108
  5. Muhammad, N. I., & Ahmad, M. (2020). THE ENTREPRENEUR’S QUEST: A QUALITATIVE INQUIRY INTO THE INSPIRATIONS AND STRATEGIES FOR STARTUPS IN PAKISTAN.Pakistan Economic and Social Review, 58(1), 61. Retrieved from https://www.proquest.com/scholarly-journals/entrepreneurs-quest-qualitative-inquiry-into/docview/2635443691/se-2
  6. Pandey, D., Shukla, B., & Agarwal, A. (2022). The effect of consumer-centric brand equity parameters on the brand loyalty of FMCG consumers: A study in gorakhpur district, uttar pradesh.IUP Journal of Brand Management, 19(1), 7-26. Retrieved from https://www.proquest.com/scholarly-journals/effect-consumer-centric-brand-equity-parameters/docview/2664914058/se-2
  7. Parguel, B., Fraccaro, A., & Macé, S. (2022). Compromise pricing in luxury.The Journal of Product and Brand Management, 31(3), 506-517. doi:https://doi.org/10.1108/JPBM-10-2020-3157
  8. Raggio, R. D., & Leone, R. P. (2009). Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue.Journal of Brand Management, Suppl.Special Issue: Brand Valuation, 17(1), 1-5. doi:https://doi.org/10.1057/bm.2009.16
  9. Shirai, M., & Satomura, T. (2021). Unit pricing for multiple product sizes: Identifying moderators and mediators of consumer evaluations.European Journal of Marketing, 55(5), 1539-1566. doi:https://doi.org/10.1108/EJM-08-2018-0560
  10. Srivastava, A., & Das, M. (2023). Impact of modern organized multi-brand retail trade stores on street vendors in india.IUP Journal of Marketing Management, 22(2), 37-64. Retrieved from https://www.proquest.com/scholarly-journals/impact-modern-organized-multi-brand-retail-trade/docview/2835245164/se-2

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