Brand valuation as a management tool

Alex Batchelor

Describes how Orange monitors its global brand positioning, comparing consumer perceptions with performance in each country.

Brand Valuation as a Management Tool

Alex Batchelor

Brands summarise a company's value for a customer – and that perception drives profit. In a way this is common sense, but it has been statistically proved by databases such as PIMS (see Figure 1). The data show that if customers think you are much better at delivering value than your competition you seem to make more money over the long term. Hardly a startling observation but not as widely acted on as it should be, which is worrying for the delivery of long-term shareholder value.

WHY DO WE VALUE...

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