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  • Brand Class 9

    Diunggah oleh

    shishir44
    65 tayangan14 halaman
    BrandAsset(r) Valuator (BAV) 240,000+ consumers Up to 181 categories 137 studies 40 countries 8 years 56 different brand metrics Common methodology How Brands Are Built Four Primary Aspects. Healthy brands have greater Differentiation than Relevance 100 90 80 70 60 50 40 30 20 10 0 Room to grow. Brand has power to build Relevance.

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    BrandAsset(r) Valuator (BAV) 240,000+ consumers Up to 181 categories 137 studies 40 countries 8 years 56 different brand metrics Common methodology How Brands Are Built Four Primary Aspects. Healthy brands have greater Differentiation than Relevance 100 90 80 70 60 50 40 30 20 10 0 Room to grow. Brand has power to build Relevance.

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    65 tayangan14 halaman

    Brand Class 9

    Diunggah oleh

    shishir44
    BrandAsset(r) Valuator (BAV) 240,000+ consumers Up to 181 categories 137 studies 40 countries 8 years 56 different brand metrics Common methodology How Brands Are Built Four Primary Aspects. Healthy brands have greater Differentiation than Relevance 100 90 80 70 60 50 40 30 20 10 0 Room to grow. Brand has power to build Relevance.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 14

    BrandAsset® Valuator (BAV)

    • 240,000+ consumers
    • Up to 181 categories
    • 137 studies
    • 40 countries
    • 8 years
    • 56 different brand metrics
    • Common methodology

    1
    How Brands Are Built

    Four Primary Aspects


    • The culmination of brand building efforts;
    Knowledge acquisition of consumer experience

    • Consumer respect, regard, reputation; a


    Esteem fulfillment of perceived consumer promise

    • Relates to usage and subsumes the 5 P’s of


    Relevance marketing; relates to sale

    Differentiation • The basis for consumer choice; the essence of the


    brand, source of margin

    2
    Healthy brands have greater
    Differentiation than
    Relevance
    100

    90
    D > R
    80 Examples:
    70

    60 Harley Davidson
    50 Yahoo!
    40
    America On-Line
    30
    Williams-Sonoma
    20
    Ikea
    10
    Bloomberg Business News
    0
    Differentiation Relevance

    Room to grow...
    Brand has power to build
    Relevance.
    3
    Brands with greater Relevance than
    Differentiation are in danger of becoming
    commodities
    100

    90
    R > D
    80 Examples:
    70

    60 Exxon
    50 Mott’s
    40
    McDonald’s
    30
    Crest
    20
    Minute Maid
    10
    Fruit of the Loom
    0
    DIFFERENTIATION RELEVANCE Peter Pan (peanut butter)

    Uniqueness has faded; Price


    becomes dominant reason to
    buy. 4
    More Esteem than Knowledge
    means, “I’d like to get to know
    you better”
    100

    90
    E > K
    80 Examples:
    70

    60 Coach leatherwear
    50 Tag Heuer
    40 Calphalon
    30 Movado
    20 Blaupunkt
    10 Pella Windows
    0 Palm Pilot
    ESTEEM KNOWLEDGE
    Technics
    Brand is better liked
    than known.
    5
    Too much Knowledge can be
    dangerous
    “I know you and you’re nothing
    special”
    100

    90
    K > E
    80

    70
    Examples:
    60
    Plymouth
    50
    TV Guide
    40
    Spam
    30
    Woolworths
    20
    Chrysler
    10 Maxwell House
    0 National Enquirer
    ESTEEM KNOWLEDGE Sanka

    Brand is better known


    than liked.

    6
    A Two Dimensional Framework
    for Diagnosing Brands: The
    Power Grid

    BrandAsset® Valuator

    Brand Strength Brand Stature

    Differentiation Relevance Esteem Knowledge

    Leading Lagging

    7
    Brand Health Is Captured on the
    PowerGrid
    Power Leaders
    Niche/
    Unrealized Potential

    (Differentiation & Relevance)


    Declining
    Leaders
    BRAND STRENGTH

    Eroded
    New

    Unfocused

    BRAND STATURE 8

    Base: USA Total Adults BAV 2000 (Esteem & Knowledge)


    USA 1999 PowerGrid
    Sample 100

    AriZona Iced Tea Coca-Cola


    Aeropostale Ocean Spray
    Newman’s Own Nike
    80 Sundance Channel Pepperidge Farm
    DreamWorks M&M’s
    BRAND STRENGTH

    Bloomberg Business Disney


    News Jeopardy!
    60
    CDnow Hallmark
    IKEA
    San Pellegrino Plymouth
    40 Sun Microsystems Bazooka
    Wired Ivory Snow
    Quest Telecomm Pert
    Nokia Rolaids
    20
    iVillage.com Keds
    NetGrocer Howard Johnson
    Iridium TWA
    Greyhound
    0
    0 20 40 60 80 100

    Base: USA Total Adults BAV 1999 BRAND STATURE 9


    Y&R(Young and Rubican)
    Resonance Research
    Resonance
    ACE
    (10%)

    Community Engagement
    15%

    Attachment (30%)

    Loyalty (60%)

    Usage

    Base: 2001 BAV Data 10


    Y&R Resonance Research With BAV
    Resonance

    100
    Resonance
    Engaged
    Community
    Attached
    Engaged
    Loyal
    Differentiation

    Community
    Brand Strength

    Non-Loyals

    50 Attached

    Loyal Users

    Non-Loyal Users

    0
    0 50 100

    Brand Stature
    11

    Base: BAV USA Adults 2001


    Comparison to Other Models

    • WPP BRANDZ & Millward Brown Brand


    Dynamics Pyramid
    – Bonding
    – Advantage
    – Performance
    – Relevance
    – Presence

    12
    Average U.S. Packaged Goods Brand
    Proportion Consumer
    of Consumers Loyalty

    7% 38%
    Bonded

    32% 20%
    Advantage

    35% 19%
    Performance

    43% 17%
    Relevance

    76% 13%
    Presence
    13
    Comparison to Other
    Models
    • Research International (Affinity & Performance)
    – Authority
    • Heritage
    • Trust
    • Innovativeness
    – Identification
    • Bonding
    • Caring
    • Nostalgia
    – Approval
    • Prestige
    • Acceptability
    • Endorsement

    14

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