盖洛普（中国）有限公司刘启明经理演章节稿.pptVIP

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) * What We Do Since 1935 END END THE GALLUP PATH ENTER HERE IDENTIFY STRENGTHS THE RIGHT FIT GREAT MANAGERS ENGAGED EMPLOYEES LOYAL CUSTOMERS SUSTAINABLE GROWTH REAL PROFIT INCREASE STOCK INCREASE PATH NEXT END 2 6 9 3 3 7 15 55 Entrenched Average Shallow Convertible Available Ambivalent Weak Strong Brand Equity Customer Equity Market Equity = access points + branch