Application of Brand Value Index to Marketing Management
Brand has been estimated in business valuation to determine the economic value of intangible asset, however it is demanded to measure brand value for the marketing management under this recession. Therefore we need new measurement to understand customer evaluation. The purpose of this paper is to in...
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| Published in | Nihon Kansei Kougakkai rombunshi Vol. 11; no. 2; pp. 141 - 150 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | Japanese |
| Published |
Japan Society of Kansei Engineering
2012
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| Subjects | |
| Online Access | Get full text |
| ISSN | 1884-0833 1884-5258 |
| DOI | 10.5057/jjske.11.141 |
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| Abstract | Brand has been estimated in business valuation to determine the economic value of intangible asset, however it is demanded to measure brand value for the marketing management under this recession. Therefore we need new measurement to understand customer evaluation. The purpose of this paper is to introduce new index for brand value and clear the process of brand forming. Under marketing research with 30,000 samples, it is revealed that brand value consists of three axes, “Penetration”, “Activity” and “Loyalty”. “Activity” is divined to 4 elements “Function”, “Trust”, “Personality” and “Necessity”. This brand value shows correlation with the market share after 6 months thereby it can be a predictor of the market trend. In addition, we succeeded to classify brands and analyze them with product life cycle. This approach is still on trial and we need further investigation, yet this measurement will support business leaders who decide the marketing strategy. |
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| AbstractList | Brand has been estimated in business valuation to determine the economic value of intangible asset, however it is demanded to measure brand value for the marketing management under this recession. Therefore we need new measurement to understand customer evaluation. The purpose of this paper is to introduce new index for brand value and clear the process of brand forming. Under marketing research with 30,000 samples, it is revealed that brand value consists of three axes, “Penetration”, “Activity” and “Loyalty”. “Activity” is divined to 4 elements “Function”, “Trust”, “Personality” and “Necessity”. This brand value shows correlation with the market share after 6 months thereby it can be a predictor of the market trend. In addition, we succeeded to classify brands and analyze them with product life cycle. This approach is still on trial and we need further investigation, yet this measurement will support business leaders who decide the marketing strategy. |
| Author | YAMAOKA, Toshiki IMAI, Hideyuki MARUYAMA, Yasushi |
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| Copyright | 2012 Japan Society of Kansei Engineering |
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| References | [5] 恩蔵直人・亀井昭宏訳：戦略的ブランド・マネジメント,東京エージェンシー，2000 [12] フィリップ・コトラー，ケビン・レーン・ケラー著，恩蔵直人監修，月谷真紀訳：コトラー&ケラーのマーケティング・マネジメント，（株）ピアソン・エデュケーション，2008 [4] Brisoux, J.E. and E.J. Cheron: A Proposed Consumer Strategy of Simplification for Categorizing Brands, in J.D. Summey and R.D. Taylor (eds.), Evolving Marketing Thought for 1980, Southern Marketing Association, 1990. [14] Keller, K.L.: Strategic Brand Management, Building, Measuring and Managing Brand Equity, Printice-Hall, 2002. [13] ブランド・ジャパン企画プロジェクト編：ブランド・ジャパン2010，日経BP，2010 [1] 石井淳蔵：ブランド 価値創造，岩波新書，2009 [2] 井上淳子：ブランド・コミットメントと購買行動との関係，流通研究，日本商学学会，第12巻，第一号，pp.3-21, 2009 [7] 久保田進彦：同一化アプローチによるブランド・リレーションシップの測定，消費者行動研究，Vol.16，2010 [9] Day George S.: A Two-Dimensional Concept of Brand Loyalty, Journal of Advertising Research, 9, 1969. [3] B.J.パインII，J.H.ギルモア著，電通経験経済研究会訳，経験経済エクスペリエンス・エコノミー，流通科学大学出版，2000 [6] 恩蔵直人，亀井昭宏編：ブランド要素の戦略論理，早稲田大学出版部，2002 [16] Howard, J.A. and Sheth,J.N.: The Theory of Buyer Behavior, Wiley, New York, 1969. [10] Fournier, Susan: Consumers and Their Brand, Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24, pp.343-373, 1998. [17] 佐藤 剛介：AD STUDIES，Vol.3，2003 [15] 和田充夫：ブランド・ロイヤルティ・マネジメント，同文館出版株式会社，1984 [8] デービッド・A・アーカー著，陶山計介ほか訳：ブランド・エクイティ戦略，ダイヤモンド社，2000 [11] バートン・H・シュミット著，嶋村和恵・広瀬盛一訳：経験価値マーケティング，ダイヤモンド社，2000 11 12 13 14 15 16 17 1 2 3 4 5 6 7 8 9 10 |
| References_xml | – reference: [16] Howard, J.A. and Sheth,J.N.: The Theory of Buyer Behavior, Wiley, New York, 1969. – reference: [15] 和田充夫：ブランド・ロイヤルティ・マネジメント，同文館出版株式会社，1984． – reference: [9] Day George S.: A Two-Dimensional Concept of Brand Loyalty, Journal of Advertising Research, 9, 1969. – reference: [3] B.J.パインII，J.H.ギルモア著，電通経験経済研究会訳，経験経済エクスペリエンス・エコノミー，流通科学大学出版，2000． – reference: [10] Fournier, Susan: Consumers and Their Brand, Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24, pp.343-373, 1998. – reference: [8] デービッド・A・アーカー著，陶山計介ほか訳：ブランド・エクイティ戦略，ダイヤモンド社，2000． – reference: [1] 石井淳蔵：ブランド 価値創造，岩波新書，2009． – reference: [11] バートン・H・シュミット著，嶋村和恵・広瀬盛一訳：経験価値マーケティング，ダイヤモンド社，2000． – reference: [14] Keller, K.L.: Strategic Brand Management, Building, Measuring and Managing Brand Equity, Printice-Hall, 2002. – reference: [6] 恩蔵直人，亀井昭宏編：ブランド要素の戦略論理，早稲田大学出版部，2002． – reference: [17] 佐藤 剛介：AD STUDIES，Vol.3，2003． – reference: [2] 井上淳子：ブランド・コミットメントと購買行動との関係，流通研究，日本商学学会，第12巻，第一号，pp.3-21, 2009． – reference: [7] 久保田進彦：同一化アプローチによるブランド・リレーションシップの測定，消費者行動研究，Vol.16，2010． – reference: [13] ブランド・ジャパン企画プロジェクト編：ブランド・ジャパン2010，日経BP，2010． – reference: [5] 恩蔵直人・亀井昭宏訳：戦略的ブランド・マネジメント,東京エージェンシー，2000． – reference: [12] フィリップ・コトラー，ケビン・レーン・ケラー著，恩蔵直人監修，月谷真紀訳：コトラー&ケラーのマーケティング・マネジメント，（株）ピアソン・エデュケーション，2008． – reference: [4] Brisoux, J.E. and E.J. Cheron: A Proposed Consumer Strategy of Simplification for Categorizing Brands, in J.D. Summey and R.D. Taylor (eds.), Evolving Marketing Thought for 1980, Southern Marketing Association, 1990. – ident: 2 – ident: 17 – ident: 3 – ident: 5 – ident: 4 – ident: 1 – ident: 12 – ident: 11 – ident: 10 doi: 10.1086/209515 – ident: 13 – ident: 16 – ident: 14 – ident: 15 – ident: 6 – ident: 9 – ident: 7 – ident: 8 |
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| StartPage | 141 |
| SubjectTerms | Brand value Marketing strategy Three axes |
| Title | Application of Brand Value Index to Marketing Management |
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