Branding Program designed to build the positioning of the brand from the inside of the organization out.
It is an instrument to measure the integral value of a brand.
This is the value granted by consumers to the brand based on their perceptions and experiences. It is then coupled with financial measurements whose objective is to determine the current value in relation to potential revenue and royalties.
Once you know the perceptual and financial value of the brand, unlike other methods, this model proposes the implementation of a program of branding focused on increasing the evaluated brand value and control of its strategic variables through a program of brand management.
“The process of valuation of a brand increases the information that the company has about it but needs to be developed in order to serve as a management tool to create value”.