The insights underlying that art have not been clearly articulated. The model first outlines a framework to ascertain a brand's present value. This is derived from future sales volume and price and by the value of options in creating brand extensions. This value depends on the brand's key resources. The concept of 'resources' is the key to the DBVM framework.
Resources are the factors that influence brand value.
They may be hard, tangible items such as products features, the number of loyal customers, sales outlets and staff, or soft, intangible factors such as retail display quality or staff morale. The investment of resources into any activity, let's say, advertising, prompts a certain outcome. By measuring the relationship between each outcome and input, one can optimally utilise resources. This framework can be used to arrive at quantity of resources a firm should be committing to a brand.