了解消費者如何選擇品牌以推動品牌成長--章節2/2

BVC（Brand Value Creator）模型使用兩種指標來衡量一個品牌成為消費者第一選擇的能力：產品表現和親近度。產品表現單純衡量一個品牌的產品是否能滿足消費者的需求，是否能達到消費者的期望。產品表現的衡量通常會回歸到該品牌產品的功能性，或者說是該類別產品的功能性，像是這項產品是否能讓衣服更乾淨，或讓你的口氣更清新？這樣的關聯性通常是產品進入市場的必備條件，也就是說一項產品如果不具備這樣的功能，就不會被消費者考慮。然而一個品牌如果單純只在功能上有超越其他品牌的表現，其優勢通常轉瞬即逝，很快就會被複製。
BVC assesses a brand’s ability to be first choice using two metrics – performance and closeness. “Performance”, simply put, is whether a brand meets your needs – whether it does what you need it to do. Typically, performance ratings will link back to the functional purpose of the brand, or more likely the category: does it make your clothes clean, your breath fresh, etc. Such associations are often prices of entry – if you don’t have them, you won’t be considered – but genuine superiority in functional performance tends to be fleeting and quickly copied.