When Brand Value Meets Customer Value

This chapter provides an approach to link customer brand value with customer lifetime value. Specifically, this chapter outlines a seven-step approach for streamlining the monitoring of the overall performance of CBV. The seven steps are: (a) measuring CLV, (b) selection of customers, (c) measuring individual customers’ brand value, (d) linking CBV to CLV, (e) optimizing CBV and CLV, (f) developing appropriate branding strategies, and (g) reaching potential customers. Each step is carefully evaluated to devise appropriate strategies to achieve growth in both CBV and CLV.