盖洛普GallupBrandEquityAudit

1、gallup brand equity audit presented to marketing research association of china members meeting, july, 2000what we do since 1935 2021-11-23who we are todaygallup consultinggallup.com the gallup path to business outcomesendendthe gallup pathenterhereidentifystrengthstheright fitgreatmanagersengagedemp

2、loyeesloyalcustomerssustainablegrowthreal profitincreasestockincreasegallup brand management practicepathnextend2021-11-27gallup brand equity is the consumer equity part of brand equity2693371555entrenched average shallow convertibleavailable ambivalentweakstrongbrand equitycustomer equitymarket equ

3、ity= access points+ branches+ media spend+ pricing+ etc. brand equity: conceptual modelbrandloyaltybrand positionbrandpresencebrand valuebrandexperience2021-11-29gallup brand equity audit four stages in an equity audit: stage 1: brand profiling array performance of brand vs. competition on each of f

4、ive components of brand equity: presence position experience value loyaltypathnextend2021-11-210gallup 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 to th

5、e 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 equitypathnextend2021-11-211gallup brand equity auditfour stage

6、s 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 studiespathnextend2021-11-213gal

7、lup brand equity auditcase example: brand a dot com company heavily advertised challenger brandstage 1, stage 2 , stage 3 and stage 4 analysespathnextend2021-11-214gallup brand equity auditrelative performance on selected sample component indicesstage 1: brand profiling(brand a vs. competition)60%50

8、%75%45%50%88%65%60%70%50%20%50%50%45%45%95%60%70%65%65%brandawareness indexconversionretentiationvaluesatisfactionindexperformancebrand acomp zcomp ccomp phighlowpathnextend2021-11-215presenceloyalty+valueexperience satisfaction brand ad intent to repurchase advocacy usage frequency+position quality

9、 exclusivity variety+gallup brand equity auditstage 2: driver analysis(brand a)pathnextend2021-11-216gallup brand equity auditstage 3: quadrant analysis(brand a)importance (as loyalty driver)performance vs. competitionposition(occasion suitability)position(exclusivity)unaided ad awarenessposition(ra

10、nge of offerings)position(quality)unaided brand awarenessexperience(satisfaction)posneglohipathnextend2021-11-217target 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-uses of brand x)n=1213gallup brand equity auditstep 4: loyalty segmentation2021-11-218shopping sites switchoriginal site current sitesina8848sina 8848 sofu sofudesertion the key to success of