【2018年整理】盖洛普之品牌咨询体系.pdfVIP

The Gallup Organization BRAND EQUITY and BRAND BRAND EQUITY and BRAND LOYALTY LOYALTY Measurement for the Management of Brands Measurement for the Management of Brands The Gallup Organization The Gallup Organization “Brand Equity” “Brand Equity” Value-Added by Brand (vs. unbranded product/service) Leverageable perceptual assets associated with the Brand Ability of Brand to command a premium: ß Price ß Effort ß Travel The Gallup Organization Management of “Brand Equity” Management of “Brand Equity” in pursuit of a corporate goal: in pursuit of a corporate goal: Sustainable growth through the creation of loyal customers The Gallup Organization “Brand Equity” “Brand Equity” Financial Value Perceptual Value Perceptual Value The Gallup Organization Brand Equity Measurement Brand Equity Measurement Challenge: 1. Define and dimensionalize what is “owned” 2. Identify key elements for periodic reassessment The Gallup Organization “Brand Equity” “Brand Equity” “Brand Power” “Brand Strength” “Brand Dominance” “Brand Assets:” ß Differentiation ß Relevance ß Esteem ß Knowledge The Gallup Organization Brand Equity Brand Equity 1. Is relative (Brand vs. Competition) 2. Is multidimensional 3. Is more than