building a brand we love - nielsen.com · social media segmentation customer service usage and...
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WINNING CONSUMERS’ HEARTS AND MINDS
BUILDING A BRAND WE LOVE
CONSIDER LOVE LOYAL
BE RELEVANT DIFFERENTIATED
CREATEBOND
CONTINUE TO ENGAGE
WIN CONSUMERS WITH LOVE AND LOYALTY
HOW WE INTERACT WITH BRANDS YESTERDAY IS DIFFERENT TODAY, EVOLVED TOMORROW
Every consumer is the same
Every consumer is different
Mass Marketing
Viral and Real-time Marketing
Single Screen Multiscreen
FROM TO
Store Retailing Online Shopping
TV Primetime Interactive and Embedded Advertising
HOW DO YOU STAND OUT IN YOUR CATEGORY?
DRIVE BRAND EQUITY AND BUSINESS PERFORMANCE
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HEALTH CHECK
ACTIVATIONCATEGORIES
FORESIGHT
BRAND BUILDER
THAT’S WHERE WE COME INComplete diagnosis of a brand’s health, envision your future state and help you develop strategies for continued success and prosperity of your brand
RETAIL MANAGEMENT
HOMESCAN
SOCIAL MEDIA
SEGMENTATION
CUSTOMER SERVICE
USAGE AND ATTITUDE
MEDIA/BRAND EFFECT
PROGNOSIS
COMMUNICATIONS
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HELP YOU SEE AROUND THE NEXT CORNER
MAKE YOUR AD WORK HARDER
PROVIDEBRAND FORESIGHT
LEVERAGE GROWTH & IDENTIFY VULNERABILITIES
ACTIVATE BRAND ACROSS TOUCH POINTS
CONNECT THE DOTS
360BRAND VIEW
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LET’S DIVE INTO THE DETAILS
Deliver Brand Foresight
Making Your Ad Work Harder
Activate Brand Across Touch Points
360 Brand View
CAPTURE 360 BRAND VIEW
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BRANDS DO NOT OPERATE IN ISOLATIONStart by evaluating your category health and identifying issues surrounding your brand
NEW CATEGORY
SHRINKING CATEGORYHas it affected your brand?
CATEGORY UNDER THREAT How do you defend?
WE HELP YOU MANAGE YOUR BRAND IN THE CATEGORY CONTEXT
GROWING CATEGORYHow do you leverage?
CATEGORY X
ALTERNATIVE Z
ALTERNATIVE Y
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DETERMINE YOUR CATEGORY HEALTH & LIFECYCLE
Source : Winning Brands Categories, Retail Measurement Service & Homescan
CATEGORY STATUS
CATEGORY VITALITY (LONG-TERM OUTLOOK)
CATEGORY MOMENTUM (SHORT-TERM OUTLOOK)
CATEGORY TWITCH
CATEGORY OSMOSIS
9%
24%
16%
1%
61%CATEGORY PENETRATION
CA
TEG
OR
Y G
RO
WTH INFANCY
STUNTED
OBSOLESCENCE
BOOMING
MATURITY
FADING
CATEGORY
CATEGORY LIFECYCLECATEGORY HEALTH DASHBOARD
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UNCOVER CATEGORY DYNAMICS THAT IMPACT YOUR BRAND
CATEGORY SWITCH TRIGGERS
IN-STORE
Browsed through several 26
Promotion 20
New brand / variant 20
Read several packs 18
Checked Prices 14
Chose from special display 7
Attractive packaging 4
Out of stock, bought another 2
Bought one at random 1
PRE-STORE
Auto pilot - same one
Advertising 14
External regulator - daughter 4
External regulator - friend 3
External regulator - family 0
SUPER TRACTION
SUPER SLIPPERY
SLIPPERY
HIGH TRACTION
EXPERIMENTATION
INV
OLV
EMEN
T
INVOLVEMENT – EXPERIMENTALISM GRID
Source : Winning Brands Categories
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KEEP TABS OF YOUR BRAND HEALTHMeasure your brand’s ability to win consumers’ minds and hearts
CONSIDERATION
QUALITY
FAMILIARITY
AFFIRMATION
CONNECTION
PREFERENCE
BRAND STRENGTH
BRAND EQUITY
Source : Winning Brands Health Check
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FOLLOWS A NATURAL RELATIONSHIP PATHWAY
Familiarity How well do I know you?
Quality What is my overall impression of you?
ConsiderationAre you on my radar screen when it’s time to make a choice?
ConnectionWhen your name is mentioned, is my gut reaction one of brand love or brand hate?Do I perceive you as a good fit for me personally?
PreferenceDo I choose you above all other brands?Would I choose you when my brand is not available?
AffirmationWould I recommend you?Would I go the extra mile to buy or use you?
STR
ENG
THEQ
UIT
Y O
UTC
OM
ES
Source : Winning Brands Health Check
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DECONSTRUCT THE BRAND EQUITYDetermine where you should focus your marketing attention to strengthen equity
OUTCOMESWhat people are willing to do
SOURCESUnderstand the building
blocks of equity
BRAND SALIENCY(Quality of Awareness)
CONSIDERATION
BRAND POSITIONING
(Rational Emotional)
Love/HateBrand Fit
RecommendationWillingness to pay
price premium
Favorite Brand
PREFERENCE
AFFIRMATION
CONNECTION
BRAND EQUITY INDEX MARKET
SHARES
Source : Winning Brands Health Check
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0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0
WHY IS BRAND EQUITY INDEX COMPELLING?
LINEAR FIT BETWEEN BRAND EQUITY AND SHARES IN THE CPG SECTOR
BRAND EQUITY (BEI)
BR
AN
D S
HA
RES
(in
%)
EASY TO TRACKA single performance indicator of brand equity
BENCHMARKINGYou get the competitors’ stands as well as industry norms
ACTIONABILITYYou get to know the drivers of your equity, along with priority
PROVENBEI correlates closely with Market Share Performance
Source : Winning Brands Normative Database - Validation of 390 CPG brands across 24 countries
R2 = 0.67
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IS YOUR BRAND EQUITY TRANSLATING TO SALES?What are the possible reasons for it?
Source: Comparing Brand Equity Valuation with in-market Performance (Published by ESOMAR in 2003)
Possible causes:
• Low distribution
• Growth potential : equity growth is leading share growth
• Aspirational brand
• Brand skewed towards light category volume consumers
EQUITY PROPORTIONATELY
> SHARE
Possible causes:
• High distribution
• Threat : weakened equity signaling share decline
• Promotionally activated choice
• Brand skewed towards heavy category consumers
EQUITY PROPORTIONATELY
< SHARE
BRAND SHARE
BR
AN
D E
QU
ITY
IND
EX
under-leveraged
brand b
brand d
brand a brand c
brand e
over-leveraged
< >
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40
41
31
46
85
93
41
6
36 22
WHERE IS YOUR BRAND LOSING ITS FRANCHISE?
RECOMMENDERS(recommend the brand to others)
(prefer the brand over competitors)
(use brand most often)
(regularly use brand)
(regular use/will consider buying in future)
(have tried it)
(will not consider brand)
HIGHCOMMITMENT
LOW COMMITMENT
(top of mind, spont, total awareness)Achieving
brand saliency
Providingbrand relevance
Ensuringbrand performance
Ensuringemotional loyalty
NON-CONSIDERERS
AWARERS
CONSIDERERS
TRIALISTS
REGULARS
DEPENDABLES
PREFERERS
Source : Winning Brands Health Check
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WHICH COMPETITORS ARE YOU MOST VULNERABLE TO?
BRAND A BRAND B BRAND C BRAND D BRAND E
BRAND A - 138 104 108 77
BRAND B 123 - 124 63 83
BRAND C 90 92 - 15 19
BRAND D 70 32 75 - 322
BRAND E 41 29 0 324 -
Source : Winning Brands Health Check
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DEVELOP BRAND STRATEGIES FOR YOUR STATUREAre you a champion, challenger, niche, occasional, struggler or unfamiliar? What are the implications?
BRAND STATURE
BR
AN
D D
EPTH
BRAND SPAN
BRAND SPAN
• familiarity
• penetration
BRAND DEPTH
• emotive loyalty
• behavioral loyalty
CHAMPION
Maintain position through continual investment
CHALLENGER
Spread the good news while remaining true to proposition
NICHE
Reinforcing current strengths or broaden franchise
UNFAMILIAR
Establish both brand span and depth
STRUGGLER
Establish both brand span and depth
OCCASIONAL
Milk or renovate brand to drive loyalty
Source : Winning Brands Health Check & Homescan
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IDENTIFY BLUE OCEAN OPPORTUNITIESDiagnose brand positioning to identify your strength and unmet aspirations
-20
-15
-10
-5
0
5
10
15
20
25
30
35
Brand A
Brand B
Brand C
Healthy/Shiny/Fragrance
21%
Premium Quality/Tech advanced
13%
Accessibility/ Convenience
5%
Emotive(Attractive)
10%
For the Family1%
FAC
TOR
PER
FOR
MA
NC
E
Create
Maintain with minimal
resources
Raise
BRAND IMAGE FACTOR PERFORMANCE SCORES
Source : Winning Brands Health Check
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ARE YOU ACTIVATING CONSUMERS THROUGH PRICE AND PROMOTION?
Source: Winning Brands Health Check & Retail Measurement Services
PR
OM
OTI
ON
AC
TIV
ATED
CH
OIC
E
PROMOTIONAL ACTIVITY
HIG
H IM
PAC
T
Promotion goes un-noticed by loyalists on auto-pilot mode and they buy their brand, (regardless of the promotion) by habit LO
W IM
PAC
T
PROMOTIONAL IMPACT
OR
RET
AIL
PR
ICE
IND
EX
WILLINGNESS TO PAY A PRICE PREMIUM
OV
ER-P
RIC
EDOpportunity to increase price and drive profitability
UN
DER
-PR
ICED
PRICE APPROPRIATENESS
OR
Reduce price or build equity on premium benefits to command price premium
Activate consumers through promotions and impact choice
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TRANSLATE INSIGHTS INTO ACTION
FORECAST EQUITY, OPTIMIZE LEVERS TO
ACHIEVE SHARE GROWTH
ACTION PLAN FOR BRAND TEAM
LINK INSIGHTS TO IMPLICATIONS
BRAND BUILDER STAKEHOLDER WORKSHOPS
LIGHT THE PATH
ACTIVATE BRAND ACROSS TOUCH POINTS
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34
8
11
9
20
16
28
13
7
10
6
13
35use the brand
talked about it with someone
picked up in-store
picked elsewhere
received a sample
visited website
participated in brand event
noticed a new variety/type
read about it online
saw in-store
saw elsewhere
heard someone talking
saw brand's ad
saw promo in-store
heard in a TV/radio programme
read in newspaper/magazine article
ACTIVATE YOUR CONSUMERSKnow where and how they interact with your brand and your competitors
Source: Winning Brands Activation
29
14
26
9
18
23
12
15
12
16
8
19
41
5
5
2
5
3
8
2
3
6
3
6
10
21
ACTIVE
PASSIVE
BRAND CONTACT POINTS
BRAND A BRAND B BRAND C
4.5 6.0 2.8
BRAND INTERACTION INDEX10
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DETERMINE IF YOUR BRAND IS AGGRESSIVELY ACTIVATING THE MARKET
ADVERTISING ACTIVATIONINDEX
ADVERTISING EFFICIENCYINDEX
PROMOTIONAL ACTIVATION BRAND BUZZ INDEX BRAND CARDIO (% NEW SKUS)
BRAND A BRAND B BRAND C BRAND D BRAND E
BRAND ACTIVATION
Source: Winning Brands, Retail Measurement & Media Measurement
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pull pull-push
push
IN-STORE
PR
E-ST
OR
E
Are your brand’s consumers :
• browsing/reading packs
• engaged by attractive packs
• comparing prices
• attracted to promotions
• looking out for new
introductions
Are your brand’s consumers :
• choosing brands on auto-pilot
• open to buzz
• influenced by family preference
• attracted to advertising
Pre
-sto
re
In-s
tore
brand b
brand c
brand d
brand e
brand a
SHOPPING MODALITY
IS YOUR BRAND ACTIVATED IN-STORE OR PRE-STORE?Does the brand skew towards omega or delta shoppers?
Source: Winning Brands Activation
MAKING YOUR AD WORK HARDER
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Advertising Response Modeling (ARM) models the effectiveness of individual advertising executions against TARPS
IS YOUR ADVERTISING PROVIDING THE ROI THAT YOU ARE LOOKING FOR?
=
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HOW EFFECTIVE IS YOUR AD CAMPAIGN? Uncover at what stage your advertisement loses its effectiveness and find out the net impact
Source: Winning Brands Communications
1418
2431
69
100
APPLY/USE MORERELEVANCECORRECT BRANDINGSEEN ADREACHTARGET SEGMENT
CAMPAIGN PERFORMANCE HIERARCHY
MEDIA EFFECTIVENESS CREATIVE ACHIEVEMENT VALUE PROPOSITION
79%
45%
77%76%
31
38
67
4
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2.5
2.3
2.7
3.3 0.0
2.0
4.0
6.0
EMPATHYIs the ad connecting with consumers?Relevance Absolute Liking Relative Liking
PERSUASIONCan it change or reinforce current behavior?Persuasion Persuasion Scale
COMMUNICATIONIs your ad getting across the
message you wanted?Comprehension Prompted Communication
IS YOUR AD CREATING THE APPROPRIATE EFFECT?Understanding that consumers connect with ads in different ways is crucial in providing vital clues for refining your ad
IMPACTDoes it have what it takes to
cut through the media clutter?Visibility Recognition | Uniqueness
Source: Winning Brands Communications
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HOW DO YOU OPTIMIZE IT?Using the example below…
Low on IMPACT(The Ad is unable to have the desired Reach or there is a problem with the Branding)
Low on EMPATHY(The Ad is unable to connect with the Audience)
Low on COMMUNICATION(The Ad is unable to communicate the Message Clearly)
Low on PERSUASION(The Ad cannot Generate enough Interest)
• Revisit Media Planning: The choice of media, media vehicle, spending pattern, threshold, plighting
• Revisit Branding Elements: Consistency of branding elements, color, ambassador, symbol, think of ways to make the brand more prominent
• Check the creative elements, tone of the ad, visual elements, pace of the ad, storyline- (simple vs complex)
• Message Delivery: Simple vs Complex, sufficient focus on the message compared to story line, reinstate the message
• Check the brand proposition: Is it promising enough for the audience?
Source: Winning Brands Communications
DELIVER BRAND FORESIGHT
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DEFEND
BRAND C
BRAND A
BRAND B
BRAND E
BRAND D
0
20
40
60
80
100
120
140
160
0 20 40 60 80 100 120 140 160 180 200 220
BRAND C
BRAND A
BRAND BBRAND E
BRAND D
0.0
1.0
2.0
3.0
4.0
5.0
0 20 40 60 80 100 120 140 160 180 200 220
ANTICIPATE THE FUTURE OF YOUR BRANDDetermine your brand’s immediate and long-term horizon
Source: Winning Brands Foresight
BR
AN
D E
QU
ITYI
ND
EX (
PR
ESEN
T)
GROWTH POTENTIAL (FUTURE)
PRESENT VS. FUTURE OUTLOOK
VU
LNER
AB
ILIT
Y
GROWTH POTENTIAL
GROWTH VS. VULNERABILITY
ATTRACT
DUAL STRATEGY
BR
AN
D E
QU
ITY
(PR
ESEN
T)
VU
LNER
AB
ILIT
Y
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IDENTIFY YOUR SEGMENTS AND STRATEGY TO GROW YOUR BASE OF CONSUMERS
Source: Winning Brands Foresight
BEH
AV
IOR
AL
CO
MM
ITM
ENT
BRAND EQUITY
RELUCTANTLOW PRIORITY
BONDEDREINFORCE OUR
RESILIENT SOURCE OF PROFITABILITY
ATTRACTEDTARGET
& DRIVE ADOPTION
TENUOUSDEFEND
& DRIVE EQUITY
RETENTIONTARGET TENUOUS
Strengthen emotive bonding to prevent
defection
THREAT
ATTRACTIONTARGET ATTRACTEDInduce brand switching and draw non-regulars to our brand
GROWTH
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Category Relationship
Brand Salience
Brand Meaning
Competitive Focus
Shopping Modality
Targeting
STRATEGIC
PLAN STRATEGY TO DRIVE GROWTH/DEFEND
Should the brand be driving its quality of awareness?
How should the brand be positioned?
What competitive brands should you focus on to prevent defection or induce switching?
How will you reach your consumers? What is their demographic, lifestyle and media profile?
What activates purchase for your target consumers? What in-store or pre-store drivers should you focus on?
What is their relationship with the category?
TACTICAL
Source: Winning Brands Foresight
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WHO ARE THEY• Demographics• Geography• Life stage• Lifestyles
WHAT THEY DO• Activities & Interests• Travel & Tourism• Sports• Music
WHAT PRODUCTS ARE USED/CONSUMED• Personal care/Beauty• Food products• Household products• Technology products• Banking products• Automotive
WHERE THEY SHOP• Shopping habits• Supermarkets • Retail outlets
HOW TO REACH THEM• Media usage• Mass media – TV, Radio,
Newspapers, Magazines• Pay TV, Cinema• Internet• Outdoor• Direct Mail
GROW SEGMENTS, IMPROVE BRAND PERFORMANCEREACH CONSUMERS WHO ARE ATTRACTED TO BRAND
WHAT THEY THINK• Attitudes towards advertising,
career, fashion, finance, food cooking, health, travel, technology, products, general issues
• Corporate social responsibility
Source: Winning Brands Foresight & CMV
WHY CLIENTS LIKE US
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DELIVERING UNIQUE PARTNERSHIP BENEFITS TO YOU
LATEST TRENDS AND
INSIGHTS
CONNECT THE DOTS AND
ACTIVATE INSIGHTS
BRAND HEALTH MANAGEMENT AND
CONSULTANCY
VALIDATED MEASURES & NORMS TO ANTICIPATE
MARKET CHANGES
INDUSTRY AND SUBJECT MATTER EXPERT TO
PROVIDE ISSUE-FOCUSED ACTIONS
About 20,000 CPG norms in 65 countries Supported 564 clients
in 73 markets across 213 categories
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OUR RELATIONSHIPS WHEN IT COMES TO BRAND HEALTH TRACKING
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The Americas Europe/Middle East/Africa Asia/Pacific
AustriaBelgiumCzech Rep.DenmarkFinlandFranceGermanyGreeceHungaryIrelandItalyLuxembourgNetherlandsNorwayPolandPortugalSlovakiaSloveniaSpainSweden Switzerland
TurkeyYugoslaviaUKAfghanistanAlbaniaArmeniaAzerbaijanBelarusBosniaBulgariaCroatiaCyprusEstoniaGeorgiaKazakhstanKyrgyzstanLatviaLithuaniaMacedoniaMoldova
MongoliaPakistanRomaniaRussiaSerbiaTajikistan TurkmenistaUzbekistanUkraine
BahrainIsraelJordanKuwaitLebanonOmanQatarSaudi ArabiaSyriaU.A.E.Yemen
AustraliaChinaHong KongIndiaIndonesia JapanSouth Korea MalaysiaMyanmar New ZealandPhilippinesSingaporeTaiwanThailand Vietnam
CanadaU.S.A.
Costa RicaEl SalvadorGuatemalaHondurasNicaraguaPanama
ArgentinaBrazilChileColombiaEcuadorMexicoPeruPuerto Rico
AlgeriaEgyptEthiopiaMoroccoNigeriaSouth AfricaTanzaniaTunisiaUganda
DRIVING SMARTER, FASTER DECISIONS THE WORLD OVER
