Appreciating Brands as Assets Through Using a Two-Dimensional Model

Abstract

Before brands can be valued, an understanding of the nature of the brand asset is needed. Through building upon consumer behaviour and branding literature, it is argued that brands can be modelled according to how they satisfy consumers' functional and representational needs. A two-dimensional model is constructed and a methodology described to assess this. Survey results show support for this model. By understanding where brands are located in functional-representational perceptual space, it is possible to consider different ways in which marketing resources can be employed.