盖洛普GALLUP法则内部资料.ppt

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 Audit Four stages in an equity audit: Stage 2: Driver Analysis Determine the manner in which the key experience-based and communications-based components interact to drive loyalty to the Brand. Stage 3: Quadrant Analysis Array the importance of each Brand Loyalty driver against the relative performance of the Brand vs. Competition on that driver. Result: priorities for action to improve Brand Loyalty and enhance Brand Equity Gallup Brand Equity Audit Four stages in an equity audit: Stage 4: Loyalty Segmentation The optimum marketing mix and price sensitivity The appropriate strategy stance of the brand Competitive threats and opportunities The direction of likely market share changes Gallup Brand Equity Audit Case Studies Gallup Brand Equity Audit Case Example: Brand A dot com company Heavily advertised Challenger brand Stage 1, Stage 2 , Stage 3 and Stage 4 Analyses Gallup Brand Equity Audit Gallup Brand Equity Audit Stage 2: Driver Analysis (Brand A) Gallup Brand Equity Audit Stage 3: Quadrant Analysis(Brand A) 1. 你认为以下结论哪个更有道理： a. 只要功夫深，铁杵磨成针。 b. 克服弱点就能建立优势。 c. 发挥优势就能提高效益。 e. 答案是 ？ 2. 员工在专业发展上，应当: a. 努力顺着公司阶梯往上爬 b. 寻找适合其天生才干的机会 c. 专心克服弱点 d. 以上各项 e. 都不是 3. 盖洛普研究表明高效率的员工往往： a. 在公司阶梯上爬得高 b. 比别人更高兴、更幽默 c. 更敬业，对工作更投入，获得更多回报 d. 技能水准更高 e. 以上所有各项 4. 理想情况下，表扬应: a. 每年一次，这样才有分量 b. 少进行，这样员工才能不计较表扬而做好工作 c. 至少每周一次，这样才能对积极行为作出及时反应并予以强化 d. 偶尔为之，这样员工才能保持最佳表现