Monitoring Brand
Assets®By Pr. Philippe Jourdan
Promise Consulting Inc.
Confidential – April, 2014 © Promise Consulting Inc
Who are we?
Pr Philippe Jourdan / Promise Consulting Inc.
Monitoring Brand Assets
Fields of Expertise
To keep in touch
WHO ARE WE?Promise Consulting is a Market Research Institute dedicated to the measurement and the optimization of brand value & ROI
Pr Philippe Jourdan / Promise Consulting Inc.
Pr Philippe Jourdan HEC, PhD IAE Grenoble, 46 yo Associate Professor, IAE Paris Editor in Chief, RFM (Revue
Française du Marketing) CEO Promise Consulting 30 articles in academic reviews 3 books in market research 20 years in brand management Both author and owner of the MBA modeling
Pr Philippe Jourdan / Promise Consulting Inc.
Promise Consulting
Pr Philippe Jourdan / Promise Consulting Inc.
A Dedication to Research & Innovation
Promise Consulting
7 Awards in 10 Years
3 Best Research Papers
For Innovative Tools and Exceptional Methodologies in Market Research
AFM Montreal (2000)Esomar London (2006)SMS, Strategic Management Society, Miami (2011)
Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch
Pr Philippe Jourdan / Promise Consulting Inc.
What are Brand Assets?
Awareness
Image / Attractiveness
Differentiation
Purchase / Loyalty
Growth / Expansion
MBA®: Monitoring Brand Assets
MBA®: Monitoring Brand Assets
Modeling the Brand Performance using PLS
Pr Philippe Jourdan / Promise Consulting Inc.
Ability to generate purchase /
loyalty
Ability to grow / expand
BV(attitude)
BV(usage)
Ability to attract
the consumer
Ability to differentiat
e
Ability to engender awareness
Pr Philippe Jourdan / Promise Consulting Inc.
MBA®: Monitoring Brand AssetsA “3 STEPS” APPROACH
#2- MODELINGWHICH LEVERS WILL
INCREASE MY BRAND IMPACT IN THE MARKET?
#1 - MEASURINGWHAT’S MY CONSUMER-
BASED BRAND VALUE COMPARED TO MY COMPETITORS?
#3- SIMULATINGWHAT’S THE OPTIMIZED MARKETING MIX TO RAISE
MY BRAND PERFORMANCE IN THE MARKET?
Pr Philippe Jourdan / Promise Consulting Inc.
AwarenessExtent to which a brand is
recognized by potential customers
and is correctly associated with a particular product.
MBA®: Monitoring Brand Assets
Pr Philippe Jourdan / Promise Consulting Inc.
Image / attractivenessThe impression in the
consumers’ mind of a brand
total image (real and imaginary qualities as well as shortcomings and associations).
MBA®: Monitoring Brand Assets
Pr Philippe Jourdan / Promise Consulting Inc.
DifferentiationReal or perceived benefit of a good or service that
differentiates it from the competing brands and gives a reason to prefer it over other brands.
MBA®: Monitoring Brand Assets
Pr Philippe Jourdan / Promise Consulting Inc.
Purchase / loyaltyAbility to be purchased and
repurchased at a higher rate
than the competing brands.
MBA®: Monitoring Brand Assets
Pr Philippe Jourdan / Promise Consulting Inc.
Grow / ExpandCapacity to expand thanks to a
positive WoM & ability to be an
inspirational brand in its market
MBA®: Monitoring Brand Assets
MBA®: Monitoring Brand Assets
The Brand Value of the Competing Brands
Rk Index Rk Index Rk Index Rk Index Rk Index Rk Index
BRAND A 1 281 1 367 3 151 4 155 1 360 1 358
BRAND B 3 128 2 200 5 110 8 61 2 129 7 62
BRAND C 6 95 4 146 7 74 11 39 3 120 10 31
BRAND D 4 107 7 36 4 128 3 159 4 119 3 155
BRAND E 2 158 3 164 1 192 1 192 6 83 2 173
BRAND F 7 70 5 60 9 59 7 64 5 93 5 80
BRAND G 5 100 6 45 2 163 2 172 8 54 4 99
BRAND H 8 53 8 36 10 51 9 57 7 66 6 68
BRAND I 9 47 9 22 6 89 6 79 9 30 11 2
BRAND J 10 39 11 11 8 59 5 80 10 26 8 41
BRAND K 11 23 10 13 11 24 10 43 11 20 9 31
BRAND EQUITY INDEX
Ability to grow/expand
Ability to engender awareness
Ability to attract the consumer
Ability to generate purchase/loyalty
Ability to differenciate
A fair awareness positioning but perfectible.
A clear, positive image but that may lack
strengths
A high ability to differentiate, explained
by the good evaluation
MBA®: Monitoring Brand Assets
From Awareness to Purchase and Loyalty
BOUGHT AT LEAST ONCE
PROMPTED AWARENESS
MOST OFTEN BOUGHT
MOST OFTEN BOUGHT AND RECOMMENDED 5%
15%
50%
97%
1%
6%
35%
94%
3%
9%
30%
94%
BRAND A BRAND B BRAND C
33%
30%
52%
16%
18%
37%
34%
29%
32%
Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch
Pr Philippe Jourdan / Promise Consulting Inc.
Retail & manufacturer’s brandsFashion & beauty
MBA® : Monitoring Brand Assets
Pr Philippe Jourdan / Promise Consulting Inc.
… sorted by GroupFashion & beauty
[A] [G] [R]ALBION CO. LTD. GIANNI VERSACE SPA RICHEMONTARMANI GOYARD ROBERTO CAVALLI SPABEIERSDORF [H] [S]BOLTON GROUP H51 / HOLDING HERMES SHAW-LAN WANGBPI / BEAUTE PRESTIGE INTERNATIONAL HERMES SHISEIDOBURBERRY [I] SISLEY / FAMILLE D_ORNANO
[C] ILLAMASQUA LTD [T]CHANEL SAS INTERPARFUMS TAEPYEONGYANG CORP / AMORE PACIFICCLARINS / FINANCIERE FC SA / FAMILLE COURTIN [J]COTY / LABELUX JIMMY CHOO
[D] [L]DIEGO DELLA VALLE L'OREAL LUXEDOLCE & GABBANA LVMHDR PERRICONE [M]
[E] MANOLO BLAHNIK LTDELIZABETH ARDEN MAYHOOLA FOR INVESTMENTS SPCESTEE LAUDER [P]
[F] POLO CORPORATIONFERRAGAMO PPR / KERING
PRADAPROCTER & GAMBLEPUIG / PACO RABANNE
MBA® : Monitoring Brand Assets
Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch
Pr Philippe Jourdan / Promise Consulting Inc.
Promise Consulting
Thank you and let’s keep in touch!http://facebook.com/promiseinc
http://whatsnewinmarketing.blogspirit.com
http://promiseconsultinginc.com
@pjourdan1967
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