Marketing Funnel, Brand Valuation & Product Innovation

Posted on Feb 22, 2026 in Marketing

Marketing Funnel Stages and Marketing Start

1. Visitor 2. Lead 3. MQL 4. SQL 5. Opportunity 6. Customer. Related to marketing funnel, but marketing does not start at the awareness stage.

It starts with analytical marketing (segment analysis of the market) → next is strategic marketing (making decisions – choose segments, positioning, objectives) → operational marketing (marketing funnel with marketing mix).

Visitor

  • Reads and leaves
  • Does not reach landing page
  • Does not share personal data
  • Does not intend personal contact

MQL (Marketing Qualified Lead)

MQL: Reads, is interested, navigates through the website.

  • Shows interest in content and reaches landing page
  • Shares data
  • Might want personal contact

Brand Equity Valuation Methods

Company’s share valuation: difference between the market value and the accounting value of the company.

Replacement valuation method: investment required to replace an asset.

Differentiation profit method (Interbrand differentiation profit method): difference in price between our product and another product of the same category (unbranded); the premium price paid for the brand.

From a monetary value perspective:

  • Income-Based Approach: This method measures the financial value generated by the brand compared to an unbranded or generic equivalent.
  • Market-Based Approach: Estimates brand value by comparing it to market transactions of similar brands or by analyzing the brand’s contribution to total business valuation.

Global Branding Mix

Global Message (GlobaMessa): the offer might be different in various parts of the world, but the message is consistent.

Global Offer: identical offer but different positioning around the world (fixed costs associated are high). The message may differ.

Tailored Offer / Global Change: both offer and message are adapted to the local market (most common).

Global Mix: standard offer or standard message depending on strategy.

CostBuyProc and Marketing Programs

CostBuyProc: how consumer decision with experience & relationship with the brand. Helps understand how & when to engage. ↑Aware, Understand behavior, Strategic Plan, Competitive Advantage, Adaptation, Customer engagement.

HOLIS: based on the development, design, implementation of marketing programs. Recognizes everything matters in market and broad perspective is necessary. Components: relational specificity, integrated, internal, social marketing.

CCDVTP: Connect Value Creation with business outputs [Create & Communicate Value (product management & brand), Deliver Value (distribution), Targeting, Profit].

Organizational Capabilities and Offering

Dob: Conf (Professional Model, Structure, Network, Processes) Offering (Performance, Product System), Experience (Service, Channels, Brand, Customer Engagement).

Success: Satisfies market, competitive advantage, precise definition, strengths & weaknesses identified, increased efficiency.

Failure: Overreach, wrong assumptions, lack of resources, poor education.

Flaws: No fast growth, damaged reputation, failure to educate market, revenue without market fit.

Product Innovation and Development

Favored Product Innovation: Relative advantage, compatibility, complexity (or lack of), trialability, observability.

Product Development Process –

  • Idea Generation & Idea Screening (analyze attractiveness of ideas, identify key success factors)
  • Concept Development & Testing (product concept & image, test, position)
  • Market Strategy (marketing mix, market size, contribution forecast, cost)
  • Product Development (prototype, alpha, beta)
  • Test Market – standard (small), controlled (panels of stores), stimulated test

Innovation Diffusion: Where (Waterfall vs Sprinkler), When, Who.

Pricing & promotion strategies shorthand: ↑P↑Promo (Rapid skim), ↓↓ (Slow penetration), ↓↓P ↑Pro (Rapid penetration), ↑P↓Promo (Slow skim).

Innovation Profile

  • Innovator
  • Early Adopter (benefit = connection between innovation & needs)
  • Early Majority (pragmatic, moderately progressive, need proof of benefits/success)
  • Late Majority (conservative pragmatics, risk-averse, unsure about new ideas)
  • Laggards (most resistant to adopting a particular product)

STP Criteria

STP Targeting: Measurable, actionable, sustainable, accessible.

Brand: Image, Identity and Positioning

Brand: Image and identity. Characteristics: distinctiveness, meaning, value added.

Brand Positioning: Notoriety, information, leadership, sensibility, differentiation, affinity. Brand equity (BEqu): set of brand assets & liabilities linked to the brand that increase value.

Brand Assets and Architecture

Key brand assets: Brand Loyalty (decreases marketing costs, increases customers), Brand Awareness, Perceived Quality, Brand Associations, Other Brand Assets.

Brand Architecture:

  • Branded House: one brand for all different products (example: Samsung)
  • Sub-brands: brand builds around the same parent brand (example: iPhone)
  • Endorsed Brands: different brands under a parent company (example: Nestlé & Nescafé)
  • House of Brands: independent brands operating separately with no visible connection (example: L’Oréal)

Brand Extensions and Strategy

Brand Extension: Product line extension (product line with variations, e.g., LINDT).

Horizontal Extension: new product in a different category (example: Audi, Starbucks mugs).

Vertical Extension: same category, different price tiers (example: Spotify tiers).

New Segment: target a new segment, modify strategy (example: Mercedes adjusting strategy for a new segment).

Brand Strategy: Broad Market Cost Leadership (IKEA), Differentiation, Specific Market: Cost-Focus (lower cost, example: Ryanair), Differentiation-Focused (unique, example: Rolex).