Techniques for Measuring and Managing Brand Value Over Time

TASK 4 EVALUATE
TECHNIQUES FOR
MEASURING AND
MANAGING BRAND
VALUE OVER TIME

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 4............................................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Currently, the competition is very high and for this it is essential that company assess its
brand value from time to time. The current report is based on company Lidl which is a
supermarket chain, headquartered in Germany. The present study will outline various tools and
techniques in order to measure brand value, awareness and consumer attitude.
TASK 4
Brand value- it is defined as the financial amount which the brand is having the worth in market.
It can be stated as the monetary value of the brand within the competitive market. For any
company it is very crucial to manage and continuously measure the brand. For this Lidl has
following techniques- Financial metrics- this is a tool which assist Lidl in managing and evaluating brand
value. Under this method the brand equity is compared against the sales performance of
company (Merz, Zarantonello and Grappi, 2018). this indicator states that is financial
value of Lidl is increasing then the revenue of company must also be increasing in the
same direction. Further this technique is involving financial aspect like local store sales,
price premium over competitors, average transaction value and many other aspects of
financial value of brand. Competitive metrics- this is also a good technique in order to manage and measure the
brand value of the company by Lidl. Currently, the competition within market is very
high and for this it is essential for Lidl to time to time measure the brand value of the
company. for this the most essential thing for Lidl is to compare its performance with
competitors in order to know that where company is lacking. In addition to this
competitive analysis will assist the company in analysing their current position in market.
For comparing performance with competitors the different tools which Lidl can use are
like market share, sales lift, consumer acquisition rate, ROI and many other different
types of techniques (Plumeyer and et.al., 2019).
Brand awareness- it is referred to as the degree to which consumer recognises the product or
service of the company by its name. for any company to be successful it is very important for
them to continuously increase their brand awareness among the consumers. For this Lidl makes
use of following techniques-