Understanding Brand Value Through Comparative Methods

Brands aren’t just logos; they’re shortcuts in the mind. They can make ordinary products feel premium, memorable, or even part of our identity. But how do we measure that invisible influence? This is where comparative methods come in. They reveal how much of a decision is about the product itself, and how much is about the brand behind it.

The brand-based method highlights this effect through blind versus open tests. In blind taste trials, consumers often struggle to distinguish Starbucks coffee from lower-priced competitors. Yet when the Starbucks name is revealed, preference shifts significantly toward it. This demonstrates how brand associations, such as trust, quality, and lifestyle, can outweigh product attributes.

The marketing-based method tests how consumer responses change when marketing variables shift. Starbucks provides another strong example with its Pumpkin Spice Latte. Through seasonal branding and storytelling, the product became more than a beverage; it evolved into a cultural “I have to have it” ritual. The reaction wasn’t just about flavor but about identity and the fall/autumn experience, proving how branding can elevate even an ordinary product.

The conjoint analysis method examines trade-offs, such as willingness to pay more for a preferred brand despite similar alternatives. Research confirms this for Starbucks: its ground coffee commands a 13–42% price premium while still outperforming competitors in sales rankings (JFDR, 2024). Another study shows Starbucks’ prestige pricing is directly tied to stronger loyalty and preference among customers (ResearchGate, 2025).

Together, these comparative methods reveal more than surface-level performance. They explain why a brand holds power, why consumers remain loyal, and why some companies thrive despite charging more. For marketers, this insight is essential: it proves that branding isn’t just decoration, it is one of the strongest drivers of long-term equity and value. Link to previous article: https://www.simplypau.com/post/how-brands-build-positive-images-through-powerful-associations