brand value? In whose world?

There are several companies which claim to measure brand value. Down to its bottom-line contribution.

My respects to them for even attempting to do it, making marketing activities more measurable and focusing on the long term benefits of building a brand for the company value. Both very good things.

My point is not to question their model. My point is to question the influence of brands run by this model. Does a customer care about brand value? Does brand value tell you how a customer is feeling, what their needs are and what they are focusing on next in their lives?

A brand managed by focusing predominantly on brand value is judged on inputs in and inputs out. A brand run by focusing on customers and becoming intimate with their needs and desires develops real connections, real dialogue and as a consequence real loyalty with consumers. That to me is real brand value.

(22 March, 2009)