Abstract
At first, the automotive manager had only one simple question: “What price premium does the brand value of my models allow me to demand on the market?” In this article, we would like to show how conjoint measurement can be used to find an answer to that question. Conjoint measurement is not the only building block for determining brand value, yet it is the foundation on which the “brand simulation model”, which we will introduce here, is built.
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Kolvenbach, C., Krieg, S., Felten, C. (2001). Evaluating Brand Value A Conjoint Measurement Application for the Automotive Industry. In: Gustafsson, A., Herrmann, A., Huber, F. (eds) Conjoint Measurement. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-06392-7_19
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DOI: https://doi.org/10.1007/978-3-662-06392-7_19
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