Merkwaarde is een begrip, dat nogal veel vragen oproept. There is no clear answer to this. You actually have to appreciate it in the moment, where you can include a future scenario, but ultimately it is an appreciation of the moment. Een dag later kan het geheel anders zijn.
It is not only the value that the business world attaches to it, but also the perception of the consumer, which in turn arises from positive and negative experiences with the brand.
From a business perspective, brand value is partly determined by the company's assets, especially its intangible assets, and the forecast for the future revenue model. And this brand value is then reflected in the share price. In particular, the future revenue model determines a significant part of the share price, so that CFOs and CMOs have a reasonable indication of the brand value at the moment.
Can a standard brand value model be created?
Dat zou kunnen, maar het blijft indicatief. De consument heeft hierbij een zeer significant aandeel in het model. Daar moeten dan normen voor worden aangelegd. In addition, marketing expenditure must be adjusted in such a way that both factors have an impact on the economic brand value.
Er is een poging gedaan door Marketing Accountability Standards Board (MASB), een organisatie die CMO's en CFO’s ondersteunen. They have implemented evidence-based marketing measurement and marketing methodology that shows how marketing drives real business results, including creating brand equity.
De consument drijft de maatstaf voor de merkwaarde op door het volume, het marktaandeel en de prijsstelling. From here, cash flow is stimulated. These future cash flows are then discounted to the current working value.
What drives brand equity?
Zoals eerder geschreven heeft de consument een significant aandeel in de merkwaarde. De aandacht van de CMO moet dus uitgaan naar een aantal vaste factoren die de stimulatie bevorderen.
Brand awareness
Brand awareness describes how familiar (aware) consumers are with a brand. Introducing the brand to the consumer target group through advertisements and social media channels is a standard activity. This form of brand awareness is a powerful marketing strategy that can lead consumers to instinctively favor your brand. Making the brand recognizable and interesting is the core of the marketing strategy, because it is an important force for trust in the brand and ultimately for generating sales.
Brand preference
Brand preference is the determining factor and measure of brand strength for consumers. De consument bepaalt immers het volume, het marktaandeel en de prijsstelling. Uit onderzoek blijkt, dat merkvoorkeur sterk is gecorreleerd met volume, marktaandeel en prijs. Met andere woorden, een hogere merkvoorkeur van de consument levert een hoger volume, marktaandeel en hogere prijs op. Lower consumer brand preference leads to lower volume, market share and price.
Brand visibility
Brand visibility (Brand Presence) refers to the extent to which your brand is seen as visible. Brand visibility (brand recognition) refers to the ability of consumers to recognize and identify your brand. Related to your marketing activities, brand visibility measures whether these marketing efforts are achieving their intended goal: reaching as many consumers in the target group as possible with the message.
It is important to conduct routine market research to determine the extent to which your brand is recognized by consumers. Ontwikkel strategieën en campagnes die gericht zijn op het vergroten van de merkzichtbaarheid. Brand visibility is one of the components of brand awareness.
Consumer perception
Consumer perception is expressed in a positive and negative sense on social media, forums, website contacts, customer service, etc. De aandacht hiervoor dient permanent te zijn. Delayed responses or failure to address issues is extremely negative for the brand and the company. The impact you can have by always responding in a timely manner is of vital importance. The impeccable consumer experiences to shape consumer perception and opinion about the brand.
Brand loyalty
Brand loyalty is the extent to which regular consumers are loyal to your brand and (un)consciously adjust their knowledge, attitude and behavior and thereby influence others. Brand loyalty is not specifically tied to a particular market segment. Brand loyalty contains a psychological principle that applies not only to the brand, but to the feeling of loyalty.
Brand appreciation
MASB has demonstrated with the methodology that brand marketing activities create brand appreciation. MASB has thus demonstrated that the standard consumer statistics in the model work. This provides evidence that marketing adds real economic value beyond an ROI measurement of individual marketing programs.
