VKCLV

The above-mentioned CLV, CRV, CIV, and CKV metrics can be viewed on how customers perceive brands. In this regard, the Customer Brand Value (CBV) metric measures the value that the customer attaches to the brand as a result of all the marketing and communication messages delivered via various media. In other words, the CBV is a multi-dimensional composite metric that measures the customer's brand knowledge, brand attitude, brand behavior intention, and brand behavior. It enables companies to devise appropriate strategies depending on where the problem exists - awareness, trust, or loyalty.