💡 Is Your Brand Holding Its Value?

When it comes to measuring brand health and popularity, there are plenty of go-to KPIs. Depending on your focus, you might track:

📣 Brand Awareness – Share of Voice (SOV) across social media channels
📊 Brand Equity & Perception – Net Promoter Score (NPS)
🤝 Customer Engagement & Loyalty – Customer Lifetime Value (CLTV)
📈 Competitive Benchmarking – Analyzing your market position against key competitors

But here’s a metric you might be overlooking: the resale value of your products.

Why does resale value matter? Because it’s a powerful indicator of brand desirability, perceived quality, and long-term consumer demand. A brand that holds (or increases) its value in the secondary market is doing something right.

🚀 A Personal Experiment in Resale Value

Here’s what I discovered while reselling a few personal items:

👟 Item 1: Allbirds Sneakers

• Condition: Slightly worn (2 years old)

• MSRP: $98

• eBay Starting Price: $4.10 (suggested by platform)

• Result: Not sold 😬

🧥 Item 2: Arc'teryx Soft Shell Jacket

• Condition: Moderately used (2 years old)

• MSRP: $300

• eBay Starting Price: $150

• Result: SOLD at $173 ✅

⌚ Item 3: Rolex GMT Master II

• Condition: Current model

• MSRP: $17,850

• Current Market Value: $21,234 (per Chrono24)

• Result: Resale value soaring above retail! 📈 - this one is a keeper: NOT FOR SALE

📣 What Does This Mean for Your Brand?

Products that maintain or grow in value demonstrate strong brand equity and consumer trust. If your products struggle on the resale market, it could signal challenges with desirability, quality perception, or brand positioning.

👉 Are you tracking your brand’s resale value? It’s a unique but powerful way to assess how your brand resonates beyond the first sale.

💬 I’d love to hear from you—what KPIs are you using to measure your brand’s health? Share your thoughts in the comments below!

#BrandStrategy #BrandEquity #MarketingInsights #ResaleValue #ConsumerTrends