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The Value Equation: How Can Behavioural Science Increase Brand Value?

Date of publication: November 22, 2023

Catalogue: Asia Pacific 2023 - Innovation

Authors: Richard Bordenave, Divya Radhakrishnan, Sophie Mahe, Ted Uloft

Abstract:

In this paper, you will learn how rediscovering the essence of why shoppers buy your category and how they choose brands is at the heart of winning shopper trade-offs. We will share a thought process using a value equation model to boost brand value: it is uniquely blending behavioural science principles and jobs-to-be-done theory. This paper is the result of experiments in Asia and Europe with a handful of leading FMCG brands in food and drug categories

Richard Bordenave

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Divya Radhakrishnan

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Sophie Mahe

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Ted Uloft

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Bordenave, Radhakrishnan, Mahe and Uloft (2023a, November 22). The Value Equation: How Can Behavioural Science Increase Brand Value? . ANA - ESOMAR. Retrieved June 30, 2025, from


https://ana.esomar.org/documents/evaluation-of-the-financial-value-of-brands