Monday, November 06, 2006

The $ value of perceptions

We all know that perceptions can be worth money. Whether they are of an individual or a product, changing perceptions can change the amount of money you can earn or the price people will pay for a product. Once it was thought that Advertising adds value, but we now know that the components are far more complex than advertising alone.

So if this value is real, then it can be measured and managed. However, few do. Perhaps the purest example of this are the companies or private equity firms which buy old, tired brands and grow their value. There are several tried and tested methods to do this. None of them are magic, just good management.

No comments: