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TBWA The Value of a Brand
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TBWA
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BRANDthe
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advertising
BRANDthe
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recall
word-of-mouth
influence
clicks shares
likes
advocacy
tweets
sentiment
trust
search volume
mentionsreputation
experiences
memories
stories
engagement
appeals
referrals
symbols
earned media
relationships
advertising
attention
personality
BRANDthe
traffic
outreach
sponsorship
visits
packagingcommunities
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“A great brand taps into emotions. A brand reaches out with a
powerful connecting experience.
It’s an emotional connecting point that transcends the product.”
- Scott Bedbury the Chief Marketing Officer of Nike and latterly Starbucks.
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VS.
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Apple’s Brand Value
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$ 0
$ 100
$ 200
$ 300
$ 400
$ 500
$ 600
$ 700
2000
2007
2001
20022003
20042005
20082009
20102011
2012
2006
Number of Patents
Share Price
Apple increased share price despite slowing IP advantage
Most Commercial
Commercial
Pool Only
Transfer Only
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Value = A willing buyer and a willing seller informed of all the facts
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What if...
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Coming soon...
TBWA