Measuring Corporate Brand Equity
Transcript of Measuring Corporate Brand Equity
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/Founder & CEO of Vivaldi/
Erich Joachimsthaler, Ph.D
May 20, 2015
Measuring Corporate Brand Equity
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1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS
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What you measure is what you get
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80% of CEO’s believe their
brand provides a superior and
differentiating brand promise
8% of their customers agree
Source: Bain & Company, 2011
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MEASURING THE BRAND – METHODS
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HOW DO YOU RATE YOUR COMPANY´S EFFECTIVENESS?
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Extremely Good
Quite Effective
Getting Better All The Time
Needs Work
Deficient
6%
27%
44%
22%
1%
SOURCE: VIVALDI PARTNERS ANALYSIS; BCG AND CMO COUNCIL STUDY 2008 OF 1,000 GLOBAL COMPANIES
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1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS
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FOUR METHODOLOGIES FOR BRAND EQUITY MEASUREMENT
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THE MODEL
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THE RESULT
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BAV – Brand Asset Valuator
The BAV measures each brand on 48 imagery attributes that together provide an all
encompassing, holistic perceptual profile of a brand
BAV – BRAND VALUE VALUATOR
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Four summary measures provide a diagnostic of the health of the brand and direction
for the future
THE MODEL
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Brand development cycle is illustrated on the PowerGrid
ILLUSTRATIVE RESULT
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THE MODEL
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BRAND METRICS
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Often more PR value than practical management value
Data quality is difficult to assess (moving averages, online surveys, etc.)
Can get very expensive to buy and does not fit brand-specific attribute set
LESSONS LEARNED
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Not everything that can be counted counts, and not everything that counts can be counted
ALBERT EINSTEIN
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HARLEY DAVIDSON
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1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS
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Multipliers a c
Value Stages
• Communications
• Brand-building
programs
• Customer experience
• Price Premium• Price Elasticities• Market Share• Expansion Success• Cost Savings• Profitability
• Investor• Stock Price• P/E Ratio• Market Capitalization
Market
Attractiveness
c
• Clarity
• Relevance
• Distinctiveness
• Consistency
• Employee Activation
• Competitive Effectiveness
• Channel Support
• Customer Size / Profitability
• Market factors: growth/ risk
• Competitive Advantage:
sustainability, ownability
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Marketing & Brand-Building Investment
2
Consumer Mindset
3
Market Performance
Shareholder Value
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Response
Effects
a
Contextual
factors
b
• Awareness and
Salience
• Associations
• Attitude
• Attachment
• Activity
KELLER’S BRAND VALUE CHAIN
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BRAND EQUITY MEASUREMENT PROCESS
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TV
Radio
Outdoor
Points of
Purchase
Events
Telephone
Survey
Warranty Card
Credit / Payment
Info
Focus groups
Online Survey
Analysts Survey
Stock Reports
Sale!
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Marketing and Brand-
Building Investment
2
Consumer Mindset
3
Market Performance
Shareholder Value
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Extremely expensive especially in the B2B context
Time consuming to collect data
Lots of inconsistencies across countries
Results don’t move that much on many measures
Silos in organizations that “own” the data
LESSONS LEARNED
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1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS
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SOME “SOCIAL” METRICS
• # Video Views• % YouTube Favorites• % YouTube channel subscribers• % YouTube Video Plays• # of YouTube Channel Comments• # of YouTube video reviews • # slideshare views• # delicious bookmarks• # diggs• # of Blog Mentions• # of Forum mentions• # of Facebook mentions• # of Twitter mentions • # @mentions• # of reviews mentions • # of comments• Positive : Negative Mentions for any channel• # Twitter followers• Twitter Follower-Rate• # reviews• # stars in reviews• Thread size• Unique contributors• Unique commenters
• # Facebook fan pages• # Facebook fans • Facebook Fan Rate• Facebook Likes• Email Open Rate• Email Click Rate• Email Forward rate• Email opt-out rate • # of Email subscribers• # of SMS subscribers • Clicks/ CTR• Impressions• Traffic• Reach• Registration• Opt-in• Page views• Visit/session length (% site visits > 60 secs)• Click path analysis• Eye tracking studies • #/% Downloads• Changes in SERP results/ rankings• Earned/ Owned traffic • Inbound links
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Conversation Drivers
Sentiment Drivers
Location, Time, Impact
Influencers
Competitive Implications
BRAND EQUITY
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BRAND HEALTH SCORECARD
METRIC PURPOSEOLD MEDIA METRIC/
DATA SOURCE
NEW MEDIA
METRICS
NEW MEDIA DATA
SOURCE
BRAND PREFERENCE Do consumer prefer our brand to
competitive brands? Share of Voice
Share of
ConversationSMM tools
BRAND PERCEPTIONDo consumers associate the desired
brand attributes with the brand? Market Research
Theme/Cluster
Analysis SMM tools, Wordle
BRAND BUZZ Do we have more mindshare than our
competitors with our target market? Market Research
Buzz vs
competitors SMM tools
AUDIENCE ANALYTICS Are the segments engaging with the
brand the ones we are targeting? Customer database
Insights
Facebook, Customer
DB, Twitter
BUZZ (PR/ Reputation
Management)
Are we igniting relevant conversations
with our outreach activities? PR Services
Buzz timeline,
annotated
SMM tools,
annotation
SENTIMENT
(PR/ Reputation Mgmnt) Are they having the right impact? Market Research
Sentiment
Analysis of SM
SMM tools, custom
analysis
INFLUENCE
(PR/ Reputation Mgmnt)
Are the right people talking about the
brand? PR Services
SM Influencer
ScorecardingTwitter, Klout, Kred
CUSTOMER IMPACT
SURVEYS
Have our communications changed
consumer opinion?
NPS, Intent to Purchase, Customer,
Sat, Likelihood to RecommendSame Survey
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SHARE OF VOICE/ SHARE OF CONVERSATION
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Lots of monitoring and listening, very little decision-making
Integration of data from various sources is extremely difficult
Measurement and metrics still evolving; are we covering the right touch points?
LESSONS LEARNED
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1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS
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RESEARCH ON HOW TO BUILD BRANDS THROUGH SOCIAL CURRENCY IN TODAY’S DIGITAL
AND SOCIAL WORLD
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VIVALDI PARTNERS’ SOCIAL SIX OF BUILDING STRONG BRANDS
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Solve Something / Help Practitioners with their Work
Enable People
Deliver Value
Help Manage their Lives
Fit Into their Lives
Give People Time Back
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IMPROVING PEOPLE’S LIVES
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TweetWalk
Runway to Reality
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GET REAL: REIMAGINE THE FUTURE OF MOBILITY AND DO IT
PARKNOWFinds an available public
parking space through
GPS installed
PARKATMYHOUSEA social network of private
parking garages for an
hour or for a penny
CHARGEPOINTAutomatically finds a
location of where to swap
the battery
DRIVENOWPay per use, billed
by the minute
Mission:Become world’s leading
provider of premium products
and premium services for
individual mobility
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Consumers are drawing a map to their doors
Don’t just try to be amazing, try to be useful
People are the channel
GUIDELINES
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Thank you!
@ejoachimsthaler
e j@ vivaldigroup .com
Erich Joachimsthaler, Ph.D./ Founder & CEO of Vivaldi /
“Hidden in Plain Sight is an indispensable guide for
companies’ decision makers who want to innovate
beyond hampering paradigms: in the complex
environment of global markets, it helps to win and to
seize infinite business opportunities.”
Francesco Trapani, CEO Bulgari Group