[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-value-chain":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",35887,{"id":24,"name":25},"author-0301142015","Canto","2020-08-17T10:26:34","2026-05-13T17:18:33","Brand value chain: How brands build and measure lasting value","brand-value-chain","Succeeding in 2020 with a brand value chain model","The brand value chain opens the door to insight, which leads to success. Here’s a simple breakdown of the model to help you achieve your goals.","What is the brand value chain? A brand value chain is a structured framework that maps the sequential stages through which a company’s brand investments are converted into financial value. It connects marketing programs to customer perception, market performance, and shareholder returns, with multipliers at each stage reflecting how well internal and external factors amplify […]","What is the brand value chain? A brand value chain is a structured framework that maps the sequential stages through...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-the-brand-value-chain\">What is the brand value chain?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand value chain is a structured framework that maps the sequential stages through which a company’s brand investments are converted into financial value. It connects marketing programs to customer perception, market performance, and shareholder returns, with multipliers at each stage reflecting how well internal and external factors amplify or diminish that value. Organizations use the model to identify which stages of brand-building are underperforming and where to focus resources.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa>\u003C\u002Fstrong> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this article, I’ll explain in detail the \u003Cstrong>brand value chain\u003C\u002Fstrong> model, so that you can see the different factors that go into a brand’s overall value.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This will help you further your own value, because it becomes clear what types of things need attention in order to succeed. The last thing you want, after all, is a batch of cookies that don’t taste good.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The beginning reference point for creating a brand value chain model is the Keller and Lehmann study, which moved each value stage along with the help of specific outside factors called ‘multipliers’.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The Keller and Lehmann study shouldn’t be copied word for word, but instead should be a general reference.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I find it most helpful, for anyone creating their own structure, to take the general concepts of Keller and Lehmann’s model and fill in the inputs which best suit you specifically.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"286\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191005\u002Fbrand-value-chain-35.jpg\" alt=\"The brand value chain model.\" class=\"wp-image-47818\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191005\u002Fbrand-value-chain-35.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191005\u002Fbrand-value-chain-35-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The above model will help you visualize how to structure your chain.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Understanding how the model works is easy when you think of it in its most basic, barebones terms: You’re trying to build value. The process begins in the first step (the first value stage), and ultimately leads to the 4th stage (where the value is then measured).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Each step is affected by how well a task is completed, as well as other external factors. This effect is the ‘multiplier’.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"286\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191005\u002Fbrand-value-chain-26.jpg\" alt=\"A semi-completed brand value chain model.\" class=\"wp-image-47820\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191005\u002Fbrand-value-chain-26.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191005\u002Fbrand-value-chain-26-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As you can see, my stages are: marketing engagement, customer perception\u002Fimage, market performance, financial value.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, I’ll fill in my multipliers so you have the whole picture of the entire process:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"286\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-36.jpg\" alt=\"A fully completed value chain model.\" class=\"wp-image-47835\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-36.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-36-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The multipliers will act as influences upon the value stage – they suggest how well everything is working, and ultimately how much value will be created at the end of all the stages.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our comprehensive \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to further your branding journey.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--value-stages\">Value stages\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following are each stage of the brand value chain model, followed by their respective multiplier if applicable.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-1\">Value stage 1 – marketing engagement\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Make a customer, not a sale.\u003C\u002Fem>” – Katherine Barchetti\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The initial phase, marketing engagement, details the different ways in which brands reach out to potential customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This stage covers the investments into marketing programs that power product research, communications and more.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191004\u002Fbrand-value-chain-31.jpg\" alt=\"A representation of social media marketing.\" class=\"wp-image-47827\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191004\u002Fbrand-value-chain-31.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191004\u002Fbrand-value-chain-31-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The overall goal during this value stage is to positively influence the potential client, showing them all the ways in which you can meet their current needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This process includes advertisements and marketing campaigns, but these are only half the battle. The other half is affected mostly by your ability to communicate and form relationships with customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The first value stage requires a detailed understanding of how your brand, as a whole, communicates with customers.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Multiplier – engagement quality\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">So, we know that the first stage deals with our marketing engagement and customer relations. The multiplier, in this case, is the quality that goes into each aspect of the process.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"383\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19190959\u002Fbrand-value-chain-23.jpg\" alt=\"A block of colored-in stars.\" class=\"wp-image-47853\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19190959\u002Fbrand-value-chain-23.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19190959\u002Fbrand-value-chain-23-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Here is a breakdown of each factor to consider – remember that yours may vary slightly, but should be relatively similar:\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Suitability\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Essentially, this is a measurement of how suitable your marketing program is for the customer’s specific needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Make sure to learn, evaluate and understand what types of problems a customer has, then present them your services as the solution.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Uniqueness\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">This one is crucial, because guess what – you’re not going to have the only marketing campaign a customer will see.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"383\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191004\u002Fbrand-value-chain-34.jpg\" alt=\"An orange butterfly among blue ones.\" class=\"wp-image-47824\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191004\u002Fbrand-value-chain-34.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191004\u002Fbrand-value-chain-34-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There will be plenty more, in fact. How well will yours stand out? Why should the customer choose you?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Give them a good reason, starting with a unique and enticing marketing campaign that uses \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">brand differentiation\u003C\u002Fa> to help you stand out from other brands.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Consistency\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">It almost goes without saying that the performance of your marketing campaigns will be directly affected by how consistent they are.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"383\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191003\u002Fbrand-value-chain-22.jpg\" alt=\"Three differently-colored juice ads.\" class=\"wp-image-47829\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191003\u002Fbrand-value-chain-22.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191003\u002Fbrand-value-chain-22-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This includes sticking to values at all times, and using the correct branding elements on different projects and advertisements. A good understanding of \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">brand consistency\u003C\u002Fa> goes a long way.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Coherence\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Above all, your marketing campaigns need to be coherent. Consider the ways in which your target market will construe these campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that part of this marketing engagement should involve customer feedback. This will give you a general idea how well the campaigns are relating to your audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Tying everything together, the first value stage is simply our marketing engagement and how well we are doing it. This will affect the next stage, customer perception and brand image.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-2\">Value stage 2 – customer perception and brand image\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>The customer’s perception is your reality.\u003C\u002Fem>” – Kate Zabriskie\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The customer perception and \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa> stage measures how well customers have responded to the marketing program.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this part of the process, here are the most important factors:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Awareness\u003C\u002Fli>\u003Cli>Loyalty\u003C\u002Fli>\u003Cli>Attitude\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">I’ll break down all three in detail, after I briefly explain brand image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand image is how a customer perceives a brand. Whatever the brand believes itself to be is irrelevant. The only thing that matters is how the customer see it – the brand image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s dive into the important factors of this value stage.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Awareness\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Awareness is how well customers are able to recognize specific traits and qualities of a brand. It is essentially the popularity of a brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Part of \u003Ca href=\"\u002Fblog\u002Fbrand-awareness\u002F\">brand awareness\u003C\u002Fa> is how a customer feels when seeing a brand element, such as a logo or color scheme.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Loyalty\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">Brand loyalty\u003C\u002Fa> is when a customer uses a particular brand’s services repeatedly, choosing to support them and make purchases from them regardless of price or changes in the market.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"345\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191003\u002Fbrand-value-chain-29.jpg\" alt=\"An illustration of customer behavior.\" class=\"wp-image-47831\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191003\u002Fbrand-value-chain-29.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191003\u002Fbrand-value-chain-29-450x259.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Loyalty also implies that a customer will recommend the brand to others, and might remain loyal even if the quality of the service diminishes, though there are limits.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Attitude\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Attitude is closely related to feelings that a customer has about a brand. It is usually linked to product performance, though efficacy of marketing campaigns is a factor as well.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Attitude is also driven by a willingness to make necessary changes to services based on customer needs.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Multiplier – current market status\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The current market status multiplier influences how well customer perception directly affects the market.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"383\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-30.jpg\" alt=\"A neon marketing sign.\" class=\"wp-image-47833\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-30.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-30-450x287.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This multiplier depends on the following factors, which I’ll explain in detail:\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Competition marketing quality\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">This is, simply put, the level of quality that your direct competitors produce in their own marketing campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, this is usually affected by the response your competitors have in reaction to your marketing projects.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Channel support\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Channel support is simply a measurement of how well a brand makes use of all attainable channels.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This response is affected by the branding efforts of the different members of marketing teams and partners.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Customer demographics\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The customer demographics refers to different characteristics of the customers who are interested in the brand and its products or services.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"292\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-24.jpg\" alt=\"A wide variety of people's faces.\" class=\"wp-image-47838\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-24.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191002\u002Fbrand-value-chain-24-450x219.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">These characteristics include things such as the quantity of customers involved, what type of customer they are and how profitable they potentially could be.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The customer perception value stage we just reviewed, leads directly to market performance.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-3\">Value stage 3 – market performance\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Growth is never by mere chance; it is the result of forces working together.\u003C\u002Fem>” – J.C. Penney\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The market performance phase measures the total effectiveness the brand has on the market, based on different factors, including:\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Market share\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Market share is the amount of sales within a market that your brand specifically attains.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is affected by the amount of customer advocacy or \u003Ca href=\"\u002Fblog\u002Fbrand-advocate\u002F\">brand advocates\u003C\u002Fa> you’ve built through marketing campaigns and other factors.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Expansion success\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">If a brand is successful, it will be a lot easier for them to expand into new markets, which will increase their market value overall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One way they might do this is by creating a new product or service, that is designed to cater to a new demographic. The reason this is possible is they’ve built their awareness, so the product will be new but the brand behind it won’t.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Cost savings\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">This result is cyclical, in that the more effective a marketing campaign is, the more you can save on future campaigns.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"345\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190830\u002Fbrand-value-chain-27.jpg\" alt=\"An infographic about campaigns.\" class=\"wp-image-48749\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190830\u002Fbrand-value-chain-27.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190830\u002Fbrand-value-chain-27-450x259.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Price premiums\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Sometimes, a brand might \u003Ca href=\"https:\u002F\u002Fwww.nowblitz.com\u002Fblog\u002Fpricing-strategy-examples\u002F\" target=\"_blank\" rel=\"noopener\">place a higher price\u003C\u002Fa> on an item or service because either the item\u002Fservice is of higher quality than its competitors, or they want customers to believe it’s of higher quality.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this case, the higher price is based on the fact that the brand is effective, thus customers will pay a higher price for its products.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Profitability\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">When everything goes right for a brand’s different marketing campaigns, the brand improves. As this happens, profitability increases.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191000\u002Fbrand-value-chain-32.jpg\" alt=\"A glimpse of dollar signs.\" class=\"wp-image-47844\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191000\u002Fbrand-value-chain-32.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191000\u002Fbrand-value-chain-32-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Multiplier – investor tendencies\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Financial experts and investors influence this particular multiplier. Investor tendencies help determine whether or not performance is equally represented in shareholder value.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Current market situation\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The investor tendencies, first and foremost, are generally dictated by the current situation of the markets. They’ll respond to it in different ways.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Growth potential\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Growth potential is the overall revenue a brand is able to bring in, which fuels speculation concerning how large it can become.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Risk profile\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The \u003Ca href=\"https:\u002F\u002Fsimplicable.com\u002Fnew\u002Frisk-profile\" target=\"_blank\" rel=\"noopener\">risk profile\u003C\u002Fa> details all types of risks and the potential effect those will have on overall well-being.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"360\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191000\u002Fbrand-value-chain-33.jpg\" alt=\"A 'risk' knob cranked to maximum.\" class=\"wp-image-47846\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191000\u002Fbrand-value-chain-33.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191000\u002Fbrand-value-chain-33-450x270.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The market performance value stage, as we see from the factors above, sets up the final stage, financial value.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-4\">Value stage 4 – financial value\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The final stage is the financial value of the brand. This is where all the factors and influences are calculated and measured, which will then dictate true value. The biggest factors include the stock price and the \u003Ca href=\"https:\u002F\u002Fcorporatefinanceinstitute.com\u002Fresources\u002Fknowledge\u002Fvaluation\u002Fprice-earnings-ratio\u002F\" target=\"_blank\" rel=\"noopener\">P\u002FE (price-to-earnings) ratio\u003C\u002Fa>.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--takeaways\">Takeaways\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Fill in your own brand value chain and work through each stage. There’s a good chance that something within the steps can be improved.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember, not every model will be the same. Personalization becomes maximization.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_value_chain\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191006\u002Fbrand-value-chain-25.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191006\u002Fbrand-value-chain-25-450x263.jpg","Numerous people holding 'brand' puzzle pieces.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190612\u002Fmillennial-branding-9-450x263.jpg",41982,"millennial-branding","Adapting to change: Secrets of millennial branding","When it comes to millennial branding, you cannot fake it ‘til you make it. Your efforts have to adapt to an aging group. Here’s how to get it right.","\u002Fblog\u002Fmillennial-branding\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191614\u002Fbrand-awareness-40-450x300.jpg",20947,"brand-awareness","Fulfill your (brand awareness) destiny! A guide to all things brand awareness","Brand awareness measures how easily a customer recognizes brand traits. Use this guide to overhaul how your target audiences view your brand.","\u002Fblog\u002Fbrand-awareness\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2026\u002F08\u002F25172054\u002Fbrand-consistency-2-450x236.png",24498,"brand-style-guide","Brand style guides: 12 examples to learn from","Learn what a brand style guide is and see real style guide examples from Netflix, Mailchimp, Airbnb, and more.","\u002Fblog\u002Fbrand-style-guide\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790830898127]