盖洛普品牌咨询体系.pdf

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1、TheGallupOrganizationBRANDEQUITYandBRANDLOYALTYMeasurementfortheManagementofBrandsTheGallupOrganizationTheGallupOrganization““BrandEquityBrandEquity””©Value-AddedbyBrand(vs.unbrandedproduct/service)©LeverageableperceptualassetsassociatedwiththeBrand©AbilityofBrandtocommandapremium

2、:§Price§Effort§TravelTheGallupOrganizationManagementof“BrandEquity”inpursuitofacorporategoal:SustainablegrowththroughthecreationofloyalcustomersTheGallupOrganization““BrandEquityBrandEquity””FinancialValuePerceptualValuePerceptualValueTheGallupOrganizationBrandEquityMeasurementBra

3、ndEquityMeasurementChallenge:1.Defineanddimensionalizewhatis“owned”2.IdentifykeyelementsforperiodicreassessmentTheGallupOrganization““BrandEquityBrandEquity””©“BrandPower”©“BrandStrength”©“BrandDominance”©“BrandAssets:”§Differentiation§Relevance§Esteem§KnowledgeTheGallupOrganizati

4、onBrandEquityBrandEquity1.Isrelative(Brandvs.Competition)2.Ismultidimensional3.Ismorethanjust“brandimage”4.Isdrivenbyexperienceaswellasbycommunications5.HasapayoffTheGallupOrganizationThePayoffofEquityThePayoffofEquity©Morecontrol©Moretools:§Offensive§DefensiveLoyalCustomersTheGal

5、lupOrganizationThePayoffofBrandEquityThePayoffofBrandEquityPlatformforprofitsandforgrowthLoyalBarriertoCustomerscompetitionResiliencywhenattackedTheGallupOrganizationGallupGallup’’sApproachtosApproachto““BrandEquityBrandEquity””MeasurementMeasurementMultipleComponents:©Brand“Prese

6、nce”©Brand“Position”©Brand“Value”©Brand“Experience”©BrandLoyaltyTheGallupOrganizationBrandPresenceBrandPositionBrandBrandValueLoyaltyBrandExperienceTheGallupOrganization1.Brand1.Brand““PresencePresence””Theextenttowhichthebrand“standsout”fromitscompetitionMeasures:©Unaidedawarenes

7、s©Unaidedandaidedadvertisingawareness©Advertisingand/ormessageclaimrecognition/association©FamiliarityTheGallupOrganization2.Brand2.Brand““PositionPosition””TheextenttowhichthebrandisuniquelypositionedandperceptuallydifferentiatedfromcompetitorsMeasures:©Attribute/benefitratings©F

8、avorability©Esteem/trust©Differen