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Brand Valuation |
Case study: The National
Association of Realtors
Brief
NAR asked AbsoluteBrand to evaluate the strength and value of
the Realtor brand in the US and to identify opportunities for
growth and realization of value. AbsoluteBrand was asked to
determine the annual financial value derived from the use of the
Realtor brand to the individual member in terms of annual
financial benefits and the average lifetime value of the brand
to the average Realtor and the total value of the collective
brand to all members.
Approach
Customer insight: the strength of the Realtor brand was
researched from consumers and trade interviews, relative to
other professional bodies. Understanding the member: the
membership base was researched to more fully understand their
characteristics, behavior and needs. Brand premium: benchmark
analysis of comparable membership organizations was carried out
and licensing arrangements and market transactions evaluated.
Valuation: the Realtor brand was valued as well as how much the
brand was worth to its members on an annual basis.
Results
AbsoluteBrand recommended a number of strategies to maximize the
Realtor brand opportunity such as: brand communications at
national, state and local levels to members, trade and consumer
bodies; a more consistent use of the brand and an enhanced
training program for Realtor members.
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