BRAND PULSE, Digitally Enhanced
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Brand Monitoring Tool Premise: Brand Equity is less about what the brand is worth and more about what the brand can do for revenue and sales.
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BRAND PULSE, Digitally Enhanced
- 2. in brand evaluation context… ROI can be measured through Brand Equity
- 3. Premise: Brand Equity is less about what the brand is worth and more about what the brand can do for revenue and sales
- 4. two ways to measure return on investment is: ROI = (present equity – past equity)/ cost of investment ROI = (channel equity – overall equity)/ cost of investment or…
- 5. What Brand Pulse Stands For? Brand Pulse represents brand tracking 3.0 It was designed by BBDO brand people and it is created for: the new communication paradigm paid – owned - earned media; the technology (online) era
- 6. Why is Brand Pulse the 3.0 of brand tracking? Engagement Online vs. Offline Brand Equity Online WOM Engagement is a powerful predictor of brand purchase and loyalty Digital age requires digital tracking of brands What is the BUZZ created by your communication efforts, is there one? is it negative or positive?
- 7. Brand Pulse Schematics 1. Brand Performance 2. Advertising Evaluation 3. Brand Positioning 4. Brand Equity Brand pulse is an efficient model to measure CAMPAIGN RESULTS, BRAND PERFORMANCE and BRAND EQUITY
- 9. Advertising awareness (offline vs. online) Ad recall Ad recognition Brand engagement • Involvement • Influence • Intimacy • Interaction Advertising Evaluation
- 10. Brand Positioning Brand image Brand identity Perception gap First: we see how it is Second: we establish how we would like it to be Third: we see the difference between them
- 11. Brand Equity Relevance Uniqueness Quality Familiarity & Popularity Online WOM Action & Engagement
- 12. Media contributors to Brand Equity BRAND EQUITY OFFLINE • TV, Radio, Print, OOH, BTL • Offline WOM & BUZZ • Mobile ONLINE • Web banners, text ads • Applications, games, online contests • Social media communities • Email advertising • Adware • Mobile
- 14. P.O.E. media contributors to Brand Equity Paid & Owned OFFLINE TV, Radio, Print, OOH, BTL Mobile ONLINE Web banners, text ads, applications, games, online contests, social media, email advertising, adware, mobile, site, blogs Earned OFFLINE: WOM & BUZZ ONLINE: WOM in social media, forums, RSS sites & blogs
- 15. Brand Pulse is a consequence of multichannel marketing What it does different? BP disseminates between channels e.g. online vs. offline
- 16. Dissemination funnel according to online advertising Beer consumers Online beer consumers Have seen online beer advertising Members of a brand community
- 17. Dissemination funnel according to online advertising Beer consumers Beer consumers… - at least once per week; Online beer consumers surf the internet at least 4-5 times per week Have seen online beer advertising web banners, text ads applications, games, online contests social media communities email advertising, adware, mobile Members of a brand community fans of a Facebook or Twitter brand page
- 18. Equity Thresholds Stage 1 Advertising awareness questions Stage 1a Specific advertising awareness questions Stage 2 Online users vs. off liners Stage 3 Equity for brand communities
- 19. Thank you! Your Contact Stefan Andrei, Marketing Manager Tel.: 0745.388.986; E-mail: stefan.andrei@exactcc.ro