TBWA The Value of a Brand

TBWA

BRANDthe

advertising

BRANDthe

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

A great brand taps into emotions. A brand reaches out with a

powerful connecting experience.

Its an emotional connecting point that transcends the product.

- Scott Bedbury the Chief Marketing Officer of Nike and latterly Starbucks.

VS.

Apples Brand Value

$ 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

Value = A willing buyer and a willing seller informed of all the facts

What if...

Coming soon...

TBWA