Академический Документы
Профессиональный Документы
Культура Документы
Brand Pyramid
OBJECTIVE
How is the brand converting at every
stage of its evolvement? Is it better or
worse than competition? How does it
fare vs category average?
Brand Equity
Brand Loyalty
Category drivers
BRAND PYRAMID
Objective
Deviations
BRAND PYRAMID
Objective
Measures
Familiarity
Relevance
Differentiation
Advantage
Usage
BRAND LOYALTY
Objective
Brand Switching
Very loyal consumers
Not loyal at all (consumers)
Ambivalent
CATEGORY DRIVERS
Objective
Measures
Attributes which are claimed to be
important by consumers when asked
what is important to them (rating on a 5
or a 10 point scale)
Derived importance
Attributes which are derived, that is,
through statistics like regression or
jaccards
Attributes high on both claimed and
Key drivers
derived importance
Attributes high on claimed but low on
Hygiene attributes
derived importance
Attributes low on claimed and high on
Latent motivators; brand s could create
derived importance
a differentiation on these attributes
Attributes low on both claimed and
Not important drivers
derived importance
Claimed Importance
IMPACT OF MARKETING
PROGRAMMES
Objective
Measures
Proven Recall (spontaneous measure)
If the communication was clearly
recalled (elements of the
communication) alongwith the correct
brand recall
related recall, when the respondent is able
only to play back a generic sales message that
is universal to the category, and proven recall,
whichis met when the respondent can
describe specific visual or audio elements in
the commercial or express a uniquesales
messagefrom the commercial.
Attention
Comprehension
Interest
Desire
Action