Brand Valuation Brand Valuation By

Consumer Learning and Brand Valuation for Nonprescription Drugs

We examine consumers' brand choice behavior on over-the-counter drugs in a discrete choice model with learning while accounting for valuation carryover and unobserved heterogeneity. The model we employ allows us to separate the effect of concurrent marketing promotions from the impact of perceived product quality valuation accrued through past experiences with the drug. Further, it lets us iden...

Drivers of Brand Value, Estimation of Brand Value in Practice, and Use of Brand Valuation: Introduction to the Special Issue

Consumer Learning and Brand Valuation:

We develop a brand choice model with learning based on the Kalman filter methodology. The model enables us to separate the effects of contemporaneous marketing promotions from the impact of the perceived quality valuation accrued through product usage over time. We estimate the model and allow for idiosyncratic consumer learning and preferences. The results point to the presence of consumer het...

Intertemporal Price Discrimination and Investment in Brand Equity

We consider a firm that produces a specialty or a branded image good, where consumers derive part of their utility from the eliteness of the brand’s image and exclusivity of the product. Once high valuation consumers have purchased the product, it is optimal for the firm to reduce the price and capture lower valuation consumers. However, this dilutes the exclusivity of the brand, and results in...

Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting " the theoretical separation of brand equity and brand value " framework originally proposed in the Journal of Brand Management by Raggio and Leone 1 , this conceptual article looks more closely at the brand value construct and the implications of the proposed theoretical separation. The...