盖洛普GallupBrandEquityAudit

《盖洛普GallupBrandEquityAudit》由会员分享，可在线阅读，更多相关《盖洛普GallupBrandEquityAudit（18页珍藏版）》请在装配图网上搜索。

1、Gallup Brand Equity Audit Presented to Marketing Research Association of China Members Meeting, July, 2000What We Do Since 1935 2021-11-203Who We Are TodayGALLUP CONSULTINGGALLUP.COM The Gallup Path to Business OutcomesENDENDTHE GALLUP PATHENTERHEREIDENTIFYSTRENGTHSTHERIGHT FITGREATMANAGERSENGAGEDEM

2、PLOYEESLOYALCUSTOMERSSUSTAINABLEGROWTHREAL PROFITINCREASESTOCKINCREASEGallup Brand Management PracticePATHNEXTEND2021-11-207Gallup Brand Equity is the Consumer Equity part of Brand Equity2693371555Entrenched Average Shallow ConvertibleAvailable AmbivalentWeakStrongBrand EquityCustomer EquityMarket E

3、quity= access points+ branches+ media spend+ pricing+ etc. BRAND EQUITY: CONCEPTUAL MODELBrandLoyaltyBrand PositionBrandPresenceBrand ValueBrandExperience2021-11-209Gallup Brand Equity Audit Four stages in an equity audit: Stage 1: Brand Profiling Array performance of Brand vs. Competition on each o

4、f five components of brand equity: Presence Position Experience Value LoyaltyPATHNEXTEND2021-11-2010Gallup Brand Equity AuditFour 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 t

5、o the Brand. Stage 3: Quadrant Analysis Array the importance of each Brand 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 EquityPATHNEXTEND2021-11-2011Gallup Brand Equity AuditFour

6、stages in an equity audit: Stage 4: Loyalty Segmentation The optimum marketing mix and price sensitivity The appropriate strategy stance of the brand Competitive threats and opportunities The direction of likely market share changesPATHNEXTENDGallup Brand Equity AuditCase StudiesPATHNEXTEND2021-11-2

7、013Gallup Brand Equity AuditCase Example: Brand A dot com company Heavily advertised Challenger brandStage 1, Stage 2 , Stage 3 and Stage 4 AnalysesPATHNEXTEND2021-11-2014Gallup Brand Equity AuditRelative performance on selected sample component indicesStage 1: Brand Profiling(Brand A vs. Competitio

8、n)60%50%75%45%50%88%65%60%70%50%20%50%50%45%45%95%60%70%65%65%BrandAwareness IndexconversionretentiationValueSatisfactionIndexPerformanceBrand AComp ZComp CComp PHighLowPATHNEXTEND2021-11-2015PresenceLOYALTY+ValueExperience Satisfaction Brand Ad Intent to Repurchase Advocacy Usage Frequency+Position

9、 Quality Exclusivity Variety+Gallup Brand Equity AuditStage 2: Driver Analysis(Brand A)PATHNEXTEND2021-11-2016Gallup Brand Equity AuditStage 3: Quadrant Analysis(Brand A)Importance (as Loyalty Driver)Performance vs. CompetitionPosition(Occasion Suitability)Position(Exclusivity)Unaided Ad AwarenessPo

10、sition(Range of Offerings)Position(Quality)Unaided Brand AwarenessExperience(Satisfaction)POSNEGLOHIPATHNEXTEND2021-11-2017Target customers of brand XCurrent Customers(Uses of brand x)N=438Committed(52%)Complacent(25%)Transient(11%)Switchers(12%)Open(21%)Unsure(35%)Closed(44%)Potential Customers(Non

11、-uses of brand x)N=1213Gallup Brand Equity AuditStep 4: Loyalty Segmentation2021-11-2018Shopping Sites SwitchOriginal Site Current SiteSina8848Sina 8848 Sofu SofuDesertion 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 99Sina 8848 Sofu Sina 8848 Sofu