When we ask ourselves “how much is my brand or brand of my company?”, We usually refer to the tangible assessment, which orders and presents the essential information of the brand. This ordering or method is a characteristic activity of design, which considers form and functions aspects and, in general, is sustained in the structure of branding-in its various models, often personalized. There is a reason to be like this: the brand is worth how much it is remembered.
It is first important to know, through secondary data, the number of people who “resemble” the brand name in the segment. It is worth existing data, as research with primary data involves higher expenses. A significant number of brand memories in the segment is a first indicator. In quantitative terms, the higher the total of people who remember the brand the more potential value it has.
Imagine the importance of knowing the number of new cell phones sold and/or signed per day, the number of songs your application has played, etc. It is from the memory that we can build and demarcate our areas of influence. That is, remembering is the name of the game to create value . How would Kibon ice cream, for example, compete in the international market if I didn't know the numbers about memory and sales worldwide?
The second fundamental aspect is the use of the word value that, being a natural measurement scale, allows convert brand values to the company's monetary values. although it is not simple, but a complex relationship We can also say: the greater the number of people who remember your brand the more valuable it will be. Quantitative information is not the only necessary in the equation and thus we have work ahead.
then moving to the qualitative aspect, the brand is really worth how much you can communicate values in the memory of people - and this resembles feelings that appear in human relations. For marketing, there is a vital item in the value of brands: the perceived quality of your product . The consumer sees the brand as a carrier of characteristics, called perceived quality, which is brought by memory - so planned - to produce recall.
This quality is the set of tangible and intangible elements, present whether in packaging, POS materials, product design, visual identity: each aspect produces memories that, added to other memories, add value to the brand. The technique of perceived quality makes it possible to symbolize your brand with the specific values of the products - for example, such as taste and desire, in the case of ice cream - generating information for the brand to dialogue with different buying environments and consumer audiences.
Finally, the quantitative and qualitative aspects formulated, it is possible to call a financial advice to evaluate the monetary values of a company's brand, which represents a capital in the business, a sum. Very important: without considering the brand built so far - as we showed above, you may not have the value of the company. Remembering that, most of the time, the brand is worth more than the business! But balance can be achieved by aligning all the company's marketing plans.
