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The stochastic conditional hierarchy of brand values

Date of publication: June 15, 1998

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Martin C. van Herk

Abstract:

This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful long-term and a strategically-competitive manner. These brand values include generic properties functional attributes emotional need aesthetic expressions ethical responsibilities and neoteric views.

Martin C. van Herk

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van Herk, M. C. (1998a, June 15). The stochastic conditional hierarchy of brand values. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/brand-choice-and-price-effect-