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1、Gallup Brand Equity Audit Presented to Marketing Research Association of China Members Meeting, July, 2000,What We Do Since 1935,2021/9/24,3,Who We Are Today,GALLUP CONSULTING GALLUP.COM,The Gallup Path to Business Outcomes,END,END,THE GALLUP PATH,ENTER HERE,Gallup Brand Management Practice,PATH,NEX
2、T,END,2021/9/24,7,Gallup Brand Equity is the Consumer Equity part of Brand Equity,2,6,9,3,3,7,15,55,Entrenched,Average,Shallow,Convertible,Available,Ambivalent,Weak,Strong,Brand Equity,Customer Equity,Market Equity,=,access points,+,branches,+,media spend,+,pricing,+,etc.,BRAND EQUITY: CONCEPTUAL MO
3、DEL,Brand Loyalty,Brand Position,Brand Presence,Brand Value,Brand Experience,2021/9/24,9,Gallup Brand Equity Audit,Four stages in an equity audit: Stage 1: Brand Profiling Array performance of Brand vs. Competition on each of five components of brand equity: Presence Position Experience Value Loyalt
4、y,PATH,NEXT,END,2021/9/24,10,Gallup Brand Equity Audit,Four stages in an equity audit: Stage 2: Driver Analysis Determine the manner in which the key experience-based and communications-based components interact to drive loyalty to the Brand. Stage 3: Quadrant Analysis Array the importance of each B
5、rand Loyalty driver against the relative performance of the Brand vs. Competition on that driver. Result: priorities for action to improve Brand Loyalty and enhance Brand Equity,PATH,NEXT,END,2021/9/24,11,Gallup Brand Equity Audit,Four stages in an equity audit: Stage 4: Loyalty Segmentation The opt
6、imum marketing mix and price sensitivity The appropriate strategy stance of the brand Competitive threats and opportunities The direction of likely market share changes,PATH,NEXT,END,Gallup Brand Equity Audit,Case Studies,PATH,NEXT,END,2021/9/24,13,Gallup Brand Equity Audit,Case Example: Brand A dot
7、 com company Heavily advertised Challenger brand Stage 1, Stage 2 , Stage 3 and Stage 4 Analyses,PATH,NEXT,END,2021/9/24,14,Gallup Brand Equity Audit,Relative performance on selected sample component indices,Stage 1: Brand Profiling (Brand A vs. Competition),High,Low,PATH,NEXT,END,2021/9/24,15,Prese
8、nce,LOYALTY,+,Value,Experience,Satisfaction,Brand Ad,Intent to Repurchase Advocacy Usage Frequency,+,+,Position,Quality Exclusivity Variety,+,+,Gallup Brand Equity Audit,Stage 2: Driver Analysis (Brand A),PATH,NEXT,END,2021/9/24,16,Gallup Brand Equity Audit,Stage 3: Quadrant Analysis(Brand A),PATH,N
9、EXT,END,2021/9/24,17,Target customers of brand X,Current Customers (Uses of brand x) N=438,Committed (52%),Complacent (25%),Transient (11%),Switchers (12%),Open (21%),Unsure (35%),Closed (44%),Potential Customers (Non-uses of brand x) N=1213,Gallup Brand Equity Audit,Step 4: Loyalty Segmentation,2021/9/24,18,Shopping Sites Switch,Original Site,Current Site,Sina,8848,Sina 8848 Sofu,Sofu,Desertion,The key to success of those E-commerce sites lies in the extent to which they can retain loyal customers and prevent losing customers to competitors.,Q1 00 Q4 99,Sina 8848 Sofu,Sina 8848 Sofu,