- Item type
- Periodical
- Language
- English
- Source
- Marketing Management. May/Jun2003, Vol. 12 Issue 3, p26-31. 6p. 1 Black and White Photograph, 1 Diagram.
- Publication date
- 01/05/2003
- ISSN
- 10613846
The brand value chain offers a holistic, integrated approach to understanding the value created by brands. According to the model, brand value creation begins with the firm's marketing activity. This influences customers who, in turn, affect how the brand performs in the marketplace and is ultimately valued by the financial community. Three important multipliers moderate the extent of transfer between these value stages: the program quality multiplier, the marketplace conditions multiplier, and the investor sentiment multiplier. [ABSTRACT FROM AUTHOR]
