Abstract
Every company, especially those with strong brands, is confronted with the question of how the value of its brand can be measured correctly and — even more importantly — how it can be translated into a price premium in the market. This article presents an innovative technique for quantifying the brand value in banking from the perspective of the customer. By using an individualised conjoint measurement approach, the complex constructs of “brand” and its resulting “value” for different customers can be measured according to the customer and segment. Based on this quantification, segment-specific brand value drivers can be identified and transformed into sales guidelines and other sales tools that fully exploit the customers’ increased willingness to pay.
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