Branded Value: Rewarding Experiences Driving Consumer Engagement and Spending

Technology-dependent lifestyles and consumer preferences for peer-to-peer recommendations are reshaping the ways that marketers can successfully engage with shoppers. New research from Blackhawk Network examines how branded value motivates shoppers to spend and engage with brands, thereby measuring the value of brands in today’s economy.

Blackhawk commissioned the independent research to study branded value—a branded object of value that can be accepted in payment or exchange for another product or value. Branded value can include things like gift cards; loyalty points; rebates; alternative payments like mobile wallets, app payment methods, and contactless payment methods; and targeted offers.

Marketers have long used these tools to create rewarding experiences and build consumer engagement, and are now beginning to define and understand them as branded value.