盖洛普之品牌咨询体系

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1、TheGallupOrganizationBRANDEQUITYandBRANDLOYALTYMeasurementfortheManagementofBrandsTheGallupOrganizationTheGallupOrganization““BrandEquityBrandEquity””©Value-AddedbyBrand(vs.unbrandedproduct/service)©LeverageableperceptualassetsassociatedwiththeBrand©AbilityofBrandtocommandapremium:§Price§Effort§Tra

2、velTheGallupOrganizationManagementof“BrandEquity”inpursuitofacorporategoal:SustainablegrowththroughthecreationofloyalcustomersTheGallupOrganization““BrandEquityBrandEquity””FinancialValuePerceptualValuePerceptualValueTheGallupOrganizationBrandEquityMeasurementBrandEquityMeasurementChallenge:1.Defin

3、eanddimensionalizewhatis“owned”2.IdentifykeyelementsforperiodicreassessmentTheGallupOrganization““BrandEquityBrandEquity””©“BrandPower”©“BrandStrength”©“BrandDominance”©“BrandAssets:”§Differentiation§Relevance§Esteem§KnowledgeTheGallupOrganizationBrandEquityBrandEquity1.Isrelative(Brandvs.Competiti

4、on)2.Ismultidimensional3.Ismorethanjust“brandimage”4.Isdrivenbyexperienceaswellasbycommunications5.HasapayoffTheGallupOrganizationThePayoffofEquityThePayoffofEquity©Morecontrol©Moretools:§Offensive§DefensiveLoyalCustomersTheGallupOrganizationThePayoffofBrandEquityThePayoffofBrandEquityPlatformforpr

5、ofitsandforgrowthLoyalBarriertoCustomerscompetitionResiliencywhenattackedTheGallupOrganizationGallupGallup’’sApproachtosApproachto““BrandEquityBrandEquity””MeasurementMeasurementMultipleComponents:©Brand“Presence”©Brand“Position”©Brand“Value”©Brand“Experience”©BrandLoyaltyTheGallupOrganizationBrand

6、PresenceBrandPositionBrandBrandValueLoyaltyBrandExperienceTheGallupOrganization1.Brand1.Brand““PresencePresence””Theextenttowhichthebrand“standsout”fromitscompetitionMeasures:©Unaidedawareness©Unaidedandaidedadvertisingawareness©Advertisingand/ormessageclaimrecognition/association©FamiliarityTheGal

7、lupOrganization2.Brand2.Brand““PositionPosition””TheextenttowhichthebrandisuniquelypositionedandperceptuallydifferentiatedfromcompetitorsMeasures:©Attribute/benefitratings©Favorability©Esteem/trust©Differen