MKT 300 Lecture Notes - Lecture 8: National Retail Federation, Miami Herald, Los Angeles Times
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So, we if we were missing, for example, earnings, we could rearrange as: Brand value = earnings x attribution rate x brand multiple x brand contribution. Brand value / (attribution rate x brand multiple x brand contribution) = earnings. What is each component? o o o o o o o o o o. Earnings: how much the focal company made, typically net profit, or a similar bottom line" number. Attribution rate: we assume that the company has multiple products; this value is an estimate of how much a particular product or product line added to the overall earnings. Brand multiple: a brand has value beyond the present; this value gives us an idea of how much the brand will continue to give us an advantage over our competitors. Brand contribution: a brand isn"t a thing", it has qualitative, subjective value that is captured indirectly (e. g. , willingness to pay; loyalty, etc. Relationship marketing acquisition marketing retention relationships.
