How brands drive value growth

Nigel Hollis and Gordon Pincott
Millward Brown

Introduction

We have developed a framework to help businesses understand how to grow the value of their brands which we have called ValueDrivers.

The result of extensive analysis of our brand equity database and re-evaluation of our own and other models, ValueDrivers has now been reviewed and used by many businesses around the word. It has formed the basis for workshops to help individual brands realize their potential and has provided the springboard to a new brand equity measurement system. It has been applied to real-life marketing problems helping businesses to maximise the financial value of their brands.

The ValueDrivers model proposes that brands maximise their potential for growth by delivering a brand experience that is meaningfully different from others, and then using all available mechanisms to amplify that.

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