RE: Determining "Brand Value": Fad? Danger? Breakthrough?

["Alan C Clark" <alan@keybiz.com>]

I beg to differ with Steven Brant [Tuesday, July 31, 2001 6:58 AM]:

> Increased brand value is the
> downstream result of those activities.  Improving profits is an upstream
> activity.

Surely Steven both are downstream outcomes? Isn't brand value, whether
"estimated" or unknown and unknowable just a reflection of customer
perceptions? Profit is a little more complex in my book since it is a
function of both what the customer is willing to pay and how much it costs
to provide the product or service.

In principle it is our duty, knowing what we know, to use such opportunities
that arise point out the flaws in these "Fads". It won't stop people
thinking of new ones but it might help someone from making a mistake in
ignorance by trying to use such a fad.

Alan C Clark
Key Business Improvement
Tel: ++44 (0)1527 61929
Mobile: 07831 508543