某公司品牌價值(pdf 29頁)(英文版)

一、Fact …
二、A Brand:
三、Drivers of Brand Value
四、Strong brands -strong performers
五、Brand can be a powerful toolfor leveraging market value
六、Direct link between brand value management and improvedshareholder return
七、Diageo-A prime example
八、The importance of brand to differentiate in increasinglcompetitive markets

For a typical FMCG organisation:
Trial (and hopefully repeat)
Customer Loyalty
Increased Price Premium (Reputation)
Repeat Purchase (e.g. Multibuy/ BOGOF)
Increased Regularity of Use
Stretch into new markets or categories
Lower costs of advertising and marketing
Lower costs of SKU’s and merchandising
Lower discounts to multiples
Economies of scale over many territo

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