Keller's Brand Value Chain

1471 Words Dec 12th, 2010 6 Pages
The Brand Value Chain(BVC) is a structured approach to assessing the sorces and outcomes of brand equity and the manner by which marketing activities create brand value. It provides insights to support the various decision makers in the company and stresses that every member of the company contribute to this branding effort. It believes that the value of rand ultimately resides with customers. There are several steps to this when we look at this value creation process. * Step I) Firm invests in a marketing program targeting actual or potential customers * Step II) The associated marketing activity then affects the customer mind-set –what the customers know and feel about the brand. * Step III) This produces the brand’s performance …show more content…
2) Brand Association: The strength, favorability and uniqueness of perceived attributes and benefits for the brand. This is the sectors which give key sources of brand equity as these are the means that satisfy the needs of the consumers. If they see that a brand fulfills a task that they need whether functionally, aesthetically, socially or otherwise, it would have major brand associations. 3) Brand Attitudes: These are overall evaluations of the brand in terms of its quality and satisfaction it generates. Positive brand judgements. A customer after fulfilled with his need needs to feel that the brand is awesome. 4) Brand Attachment: The degree of loyalty the customer feels towards the brand. A strong form of attachment, adherence, is the consumer’s resistance to change and the ability of a brand to withstand bad news like product or service failure. In extreme cases, it could lead to addiction. It is the next step after strong brand attitudes. 5) Brand Activity: The extent to which customers use the bran, talk to others about the brand and seek out brand information, promotions and events.
The interesting thing here is how brand awareness and associations are part of salience when it comes to CBBE. The Brand Attitudes deals with judgements and feelings and brand attachment and activity is to do with resonance. Essentially the brand building process is putting out in customer mind-set. The above two steps relate to price premiums and

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