monitoring brand assets by promise consulting inc ()

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 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


Promise Consulting


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)


Who are we?


Fields of Expertise

To keep in touch


What are Brand Assets?

Awareness

Image / Attractiveness

Differentiation

Purchase / Loyalty

Growth / Expansion

MBA®: Monitoring Brand Assets


Modeling the Brand Performance using PLS


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


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?


AwarenessExtent to which a brand is

recognized by potential customers

and is correctly associated with a particular product.



Image / attractivenessThe impression in the

consumers’ mind of a brand

total image (real and imaginary qualities as well as shortcomings and associations).



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.



Purchase / loyaltyAbility to be purchased and

repurchased at a higher rate

than the competing brands.



Grow / ExpandCapacity to expand thanks to a

positive WoM & ability to be an

inspirational brand in its market



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


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%


Who are we?


Fields of Expertise

To keep in touch


Retail & manufacturer’s brandsFashion & beauty

MBA® : Monitoring Brand Assets


… 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


Who are we?


Fields of Expertise

To keep in touch


Promise Consulting

Thank you and let’s keep in touch!http://facebook.com/promiseinc

http://whatsnewinmarketing.blogspirit.com

http://promiseconsultinginc.com

@pjourdan1967

[email protected]

monitoring brand assets by promise consulting inc ()

Marketing

loyalty brand

brand d

brand b brand c

brand f

brand j

brand h

brand management

brand performance