20 хвилин про маркетинг. Випуск 5. Ланцюг цінності брендів

In this episode of "20 хвилин про маркетинг," the host explores the brand value chain, discussing investment models, stages of creation, key assumptions, and the three pillars of value—product, pricing, and distribution. He examines pricing strategies based on expected value, showcases case studies such as Birkin, Nike, Burberry, and the "door‑to‑door" distribution model, and highlights the role of pop‑up stores, aggregator distribution, and proprietary marketplaces. The discussion also covers how loyal customers reduce marketing costs, the impact of losing a brand’s first‑mover advantage, and the potential disappearance of iconic brands like Coca‑Cola if their factories were to shut down.