Chapter 5: The Brand
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Section II Framework Componen ts Chapter 5 2 2 The Brand CHAPTER 5 T H E B R A N D In a software-intensive system one aspect of the brand is the software component of the system. This is the easiest aspect of the brand to identify. It is defined by the tasks that can be addressed by using the features of the software. In the UTSQ model this determines the value of the system for a user. Other aspects of the brand are the less visible components: ease of use, knowledge infusion capabilities, etc. As the UTSQ is presented in the following chapters it will show that these less visible components affect costs and risks. FRAMEWORK The diagram below depicts a simple domain with 12 Tasks. (need to redo the graphic below in AI and make it have Bs for brands) Figure 5-1 Brands within a Domain Firms compete for customers by creating brands that address specific task sets. For example, brand 1 addresses tasks while brand 2 addresses tasks T 1 , T 3 , T 7 , T 11 T 1 , T 3 , T 9 , T 10 . Based on their differences, there is a question of which brand best addresses the user needs. The answer turns out to be complex.
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Section II Framework Componen ts Chapter 5 2 3 The Brand To evaluate a firms product planning strategy for a domain requires understanding how value is created and return is delivered to the user. Value is defined as the positive economics a user experiences from a product. Return is defined as the value of a product for a user, less the costs the user experiences with the product. The cost side of the user experience is surprisingly nuanced, and it is exactly this multi-layer impact on the user that the Unifying Theory of System Quality is trying to model. The goal of UTSQ is to build an economics model that integrates how product quality and product features both effect the value of a Brand. In summary, brands compete within an application domain. The most visible aspect of each brands strategy is the set of tasks addressed. However, many other aspects of the brand affect the actual economic return a user experiences. As the UTSQ model is presented the full picture of a brands impact on a user value, costs, and risk is developed. The feature set of a brand may be the easiest metric to determine, but, in many cases, it is a very poor indicator of the users true economic gain. UTSQ provides the full set of metrics a user and developer should consider. ECONOMETRIC MODEL