Abstract

There are two approaches to treating marketing expenditures, not as a cost to be expensed, but as an investment in a financial asset. The customer equity (CE) approach views customer relationships as generating future returns and uses customer lifetime value (CLV) models. The brand equity approach (BE) views brands as creating future returns and uses measures of the financial value of brand (FVB). Although some CE research has introduced brands as one driver of CLV, the two approaches diverge in important ways. This paper identifies key differences between them and proposes two ways the CE and BE perspectives could be integrated into a common approach. One way is to distinguish between brand relationships and calculative relationships in building CLV models. Another is to triangulate measures of FVB with CLV measures.

中文翻译：

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将客户资产和品牌资产方法整合到营销的财务价值中

摘要

有两种方法可以处理营销支出，不是将其视为支出成本，而是将其视为金融资产投资。客户资产（CE）方法将客户关系视为产生未来回报并使用客户终身价值（CLV）模型。品牌资产方法（BE）将品牌视为创造未来回报并使用品牌财务价值（FVB）的衡量标准。尽管一些 CE 研究将品牌作为 CLV 的驱动因素之一，但这两种方法在重要方面存在差异。本文指出了它们之间的主要区别，并提出了将 CE 和 BE 观点整合到通用方法中的两种方法。一种方法是在构建 CLV 模型时区分品牌关系和计算关系。另一种方法是将 FVB 测量值与 CLV 测量值进行三角测量。