【优质】盖洛普（Gallup）法则内部资料.pptVIP

STRENGTHS WHYTHEY？ Gallup Brand Equity Audit  Presented to Marketing Research Association of China Members Meeting, July, 2000  Who We Are Today GALLUP CONSULTING GALLUP.COM The Gallup Path to Business Outcomes Gallup Brand Management Practice Gallup Brand Equity is the Consumer Equity part of Brand Equity BRAND EQUITY:  CONCEPTUAL MODEL Gallup Brand Equity Audit Four stages in an equity audit: Stage 1: Brand Profiling Array performance of Brand vs. Competition on each of five components of brand equity: Presence Position Experience Value Loyalty Gallup Brand Equity