measuring corporate brand equity

/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

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

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

1

Marketing & Brand-Building Investment

2

Consumer Mindset

3

Market Performance

Shareholder Value

4

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

Print

Outdoor

Points of

Purchase

Events

Telephone

Survey

Warranty Card

Credit / Payment

Info

Focus groups

Online Survey

Analysts Survey

Stock Reports

Sale!

1

Marketing and Brand-

Building Investment

2

Consumer Mindset

3

Market Performance

Shareholder Value

4

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

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

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

Facebook

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

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

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

Consumers are drawing a map to their doors

Don’t just try to be amazing, try to be useful

People are the channel

GUIDELINES

Thank you!

@ejoachimsthaler

e j@ vivaldigroup .com

Erich Joachimsthaler, Ph.D./ Founder & CEO of Vivaldi /

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