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Create a 11 page essay paper that discusses A New Brand Evaluation Model: The Way Forward.Download file to see previous pages... This report on the Coterminous Brand Value Model has particularly ident
Create a 11 page essay paper that discusses A New Brand Evaluation Model: The Way Forward.
Download file to see previous pages...This report on the Coterminous Brand Value Model has particularly identified and treated the strategic brand management practices at Easy Jet in the light of the evolving scenario of competition and strategic choices available to the brand management team. The inevitable conclusion is that contingency models to evaluate new brands in the low-cost airline industry have produced a dichotomy, viz. competitive environment-centric models that emphasize strategic competitor-oriented brand creation and management and purely strategic management-centric approaches in which the emphasis is on the internal management processes to achieve brand related outcomes. Thus the CBV Model seeks to integrate the two value parameters into one.
A variety of models to evaluate brands has come up in the recent years. While most of them are based on the general contingency brand evaluation approach, there are a few of them which particularly emphasize the strategic constraints faced by brand evaluation modelers. Thus these latter models factor in the difficulties in the form of biases and prejudices that are inherent in model building approaches adopted by individual managers. It's not altogether a foregone conclusion to present models that invariably produce positive outcomes on a scale of weighted customer preferences though. Almost all the existing band evaluation methods place emphasis on weighted averages to build a systematic model of customer preferences while ignoring the degree of bias in each such preference and its occasioning contingency. That's why this writer calls his model a contingency model of new brand evaluation.
One of the earliest brand evaluation models to appear on the business scene was the Ideal Brand Model. It was followed by many others and among them, Lexicographic Model, Conjunctive Model, Disjunctive Model, Determinance Model and more recently Expectancy-Value Model are prominent right now. The last mentioned model has some logical coherence and cohesiveness with regard to the decision making processes of consumers. While consumer behavior is treated as an integral part of the model's systemic process, consumers' beliefs concerning attributes of brands are taken into consideration by multiplying each brand's weight thus finally creating ranks of preference among consumers for each brand. . .
