Skip main navigation

Measuring Brand Value: Key Points

In this video, Raj Vankatesan explains how know to use your knowledge of brand value as a marketer.
So the brand equity provides a long term estimate of the value of a brand. Measures such as interbrand and revenue premium provide you a financial value of the brand. On the other hand, measures such as interbrand provides you a diagnostic measure of the value of your brand. Whereas, knowing the value of the brand important. It is important say for marketer who are involved in mergers and acquisitions to know the value of the brand so that they know what to pay for the brand. And it is used to trade off marketing investment between long term brand value type activities and short-term price promotion measures.
So, knowing the brand value really tells you how you can trade off between different marketing activities like whether, what is the value of investing in something like advertising that leads to long-term brand value, and take patient measures to build the brand value. Versus invest in shorter measures like price promotions, that gives you a short-term value, but not necessarily a long-term improvement in brand value.

In this video, Raj explains how know to use your knowledge of brand value as a marketer.

Remember to post any comments or questions in the discussions! It’s a great place to get (and share) insights.

This article is from the free online

Marketing Analytics

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education