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Measuring Brand Value in an Equilibrium Framework

  • Avi Goldfarb

    ()

    (University of Toronto)

  • Qiang Lu

    ()

    (University of Sydney)

  • Sridhar Moorthy

    ()

    (University of Toronto)

We propose a structural approach to measuring brand and subbrand value using observational data. Brand value is defined as the difference in equilibrium profit between the brand in question and its counterfactual unbranded equivalent on search attributes. Our model allows us to make this computation rigorously, taking into account competitors’ and retailers’ reactions in the real and counterfactual situations. We illustrate our method using quarterly city-level data on ready-to-eat breakfast cereals, and compare our brand value estimates with those obtained from previously used reduced-form methods. A key advantage of our methodology is that it provides estimates of the value of brands to firms—manufacturers and retailers—taking into account the brand’s value to consumers as well as its impact on firm decisions.

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Paper provided by University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy in its series Food Marketing Policy Center Research Reports with number 099.

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Length: 18 pages
Date of creation: 2007
Date of revision:
Handle: RePEc:zwi:fpcrep:099
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