Chapter 21 Brand Contribution and Review Analysis
Measurement Need
To help maximize brand value, marketers need to determine each brand’s tangible and intangible contributions to the company’s market capitalization. As a consequence, investment decisions, resource allocation, repositioning, and even divestments can be more easily determined.
Solution i
The following tool provides management with a snapshot review of financial and nonfinancial criteria of each brand’s contribution.
Financial (annual)
| Revenues (attributed to the brand) | $ _____________________ |
| Subtract Brand-Specific Marketing Costs | $ _____________________ |
| Gross Brand Contribution | $ _____________________ |
| -------------------------------------------------------------------------------------------------------------------- ... | |
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