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7/23/2019 Brand and Communication Tracking
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MEASURING BRAND STATUS OBJECTIVE
Brand Pyramid How is the brand converting at every
stage of its evolvement? Is it better or
worse than competition? How does it
fare vs category average?
Brand Equity How is the brand perceived vis-a-vis
competition?
Brand Loyalty How loyal are consumers to my brand?
o consumers of my brand switch more
than competition?
!ategory drivers "hat are the #ey attributes driving the
category? "hat are the functional
bene$ts? "hat are the emotional
bene$ts consumers see#? How is mybrand perceived on the drivers vs
competition?
Impact of mar#eting programmes "hat is the %&I? "hich media is
contributing most?
BRAND PYRAMID
&b'ective It $nds out the conversion rate at every
stage of the brand from awareness to
regular usage
eviations It also compares the conversion rate of a
brand vs category
BRAND PYRAMID
&b'ective It $nds out the equity of our brand vs
competition
Measures
(amiliarity )ot 'ust saliency* it measures e+tent to
which consumers are familiar with the
brand
%elevance "hether the brand is found to be
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relevant to the consumer needsi,erentiation "hether the brand is found to be unique
and di,erent from other brandsdvantage "hether the brand is perceived to have
a distinct advantage over other brands
.sage "hether the brand is often used
BRAND LOYALTY
&b'ective It $nds out the e+tent to which
consumers are loyal to my brand vs
competition
Measures
Brand /witching "hat is the current switching behaviour
of consumers0ery loyal consumers Loyal and entrenched to the brand)ot loyal at all 1consumers2 )ot at all loyal to the brandmbivalent !onsumers who #eep on
3irting4switching between brands
CATEGORY DRIVERS
&b'ective It $nds out what attributes drive the
category555what rational and emotional
bene$ts consumers see#
Measures
!laimed Importance ttributes which are claimed to be
important by consumers when as#ed
what is important to them 1rating on a 6
or a 78 point scale2erived importance ttributes which are derived* that is*
through statistics li#e regression or
'accardsttributes high on both claimed and
derived importance
9ey drivers
ttributes high on claimed but low on
derived importance
Hygiene attributes
ttributes low on claimed and high on
derived importance
Latent motivators: brand s could create
a di,erentiation on these attributesttributes low on both claimed and
derived importance
)ot important drivers
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IMPACT OF MARKETING
PROGRAMMES
&b'ective It $nds out the returns on investment for
all mar#eting programmes vi;
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