New Research on How Brand Associations Drive Customer Spending

In a recent article, we showed that measuring a brand’s customer surplus value, or the dollar value customers feel a brand delivers, helps predict which customers will remain loyal and which are likely to churn. However, while customer surplus value provides a powerful summary of how valuable a brand is to customers, it does not explain why that value exists or how it can be increased. For chief marketing officers and brand leaders, the key question remains: What makes brands valuable?