This is diagram of brand's relational value chain. It is first divided into value stages, on the upper section, then subcategorized in marketing program investment, following by customer mindset, another arrow follows to market performance and on the last part of the chain, it is the shareholder's value. On the lower section, there are multipliers. These are represented by program quality with an arrow pointing between marketing program and customer mindset. On the next circle to the right, there are marketplace conditions. This intersects with an indicator between customer mindset and market performance. And on the last circle to the right, there is investor sentiment with an arrow up crossing between market performance shareholders value. All of these squares and circles have definitions of what encompasses them.
