Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Monitoring
Brand Assets®
By Pr. Philippe Jourdan
Promise Consulting Inc.
Confidential – April, 2014 © Promise Consulting I...
Who are we?
Pr Philippe Jourdan / Promise Consulting Inc.
Monitoring Brand Assets
Fields of Expertise
To keep in touch
WHO ARE WE?
Promise Consulting is a Market
Research Institute dedicated to the
measurement and the optimization of brand
v...
Pr Philippe Jourdan
 HEC, PhD IAE Grenoble, 46 yo
 Associate Professor, IAE Paris
 Editor in Chief, RFM (Revue
Français...
Pr Philippe Jourdan / Promise Consulting Inc.
A Dedication to Research & Innovation
Promise Consulting
7 Awards in 10 Year...
Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch
Pr Philippe Jourdan / Promise Consulting Inc.
What are Brand Assets?
Awareness
Image / Attractiveness
Differentiation
Purc...
MBA®: Monitoring Brand Assets
Modeling the Brand Performance using PLS
Pr Philippe Jourdan / Promise Consulting Inc.
Abili...
Pr Philippe Jourdan / Promise Consulting Inc.
MBA®: Monitoring Brand Assets
A “3 STEPS” APPROACH
#2- MODELING
WHICH LEVERS...
Pr Philippe Jourdan / Promise Consulting Inc.
Awareness
Extent to which a brand is
recognized by potential customers
and i...
Pr Philippe Jourdan / Promise Consulting Inc.
Image / attractiveness
The impression in the
consumers’ mind of a brand
tota...
Pr Philippe Jourdan / Promise Consulting Inc.
Differentiation
Real or perceived benefit of a good or service that
differen...
Pr Philippe Jourdan / Promise Consulting Inc.
Purchase / loyalty
Ability to be purchased and
repurchased at a higher rate
...
Pr Philippe Jourdan / Promise Consulting Inc.
Grow / Expand
Capacity to expand thanks to a
positive WoM & ability to be an...
MBA®: Monitoring Brand Assets
The Brand Value of the Competing Brands
Rk Index Rk Index Rk Index Rk Index Rk Index Rk Inde...
MBA®: Monitoring Brand Assets
From Awareness to Purchase and Loyalty
BRAND A BRAND B BRAND C
Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch
Pr Philippe Jourdan / Promise Consulting Inc.
Retail & manufacturer’s brands
Fashion & beauty
MBA® : Monitoring Brand Asse...
Pr Philippe Jourdan / Promise Consulting Inc.
… sorted by Group
Fashion & beauty
[A] [G] [R]
ALBION CO. LTD. GIANNI VERSAC...
Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch
Pr Philippe Jourdan / Promise Consulting Inc.
Promise Consulting
Thank you and let’s keep in touch!
http://facebook.com/pr...
Prochain SlideShare
Chargement dans…5
×

Monitoring Brand Assets by Promise Consulting Inc (http://promiseconsultinginc.com)

987 vues

Publié le

Presentation of a Methodology in Market Research and Brand Management: Use modelization to enhance your brand ROI.

Publié dans : Marketing
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Monitoring Brand Assets by Promise Consulting Inc (http://promiseconsultinginc.com)

  1. 1. Monitoring Brand Assets® By Pr. Philippe Jourdan Promise Consulting Inc. Confidential – April, 2014 © Promise Consulting Inc
  2. 2. Who are we? Pr Philippe Jourdan / Promise Consulting Inc. Monitoring Brand Assets Fields of Expertise To keep in touch
  3. 3. WHO ARE WE? Promise Consulting is a Market Research Institute dedicated to the measurement and the optimization of brand value & ROI Pr Philippe Jourdan / Promise Consulting Inc.
  4. 4. Pr Philippe Jourdan  HEC, PhD IAE Grenoble, 46 yo  Associate Professor, IAE Paris  Editor in Chief, RFM (Revue Française du Marketing)  CEO Promise Consulting  30 articles in academic reviews  3 books in market research  20 years in brand management  Both author and owner of the MBA modeling Pr Philippe Jourdan / Promise Consulting Inc. Promise Consulting
  5. 5. Pr Philippe Jourdan / Promise Consulting Inc. A Dedication to Research & Innovation Promise Consulting 7 Awards in 10 Years 3 Best Research Papers For Innovative Tools and Exceptional Methodologies in Market Research AFM Montreal (2000) Esomar London (2006) SMS, Strategic Management Society, Miami (2011)
  6. 6. Pr Philippe Jourdan / Promise Consulting Inc. Who are we? Monitoring Brand Assets Fields of Expertise To keep in touch
  7. 7. Pr Philippe Jourdan / Promise Consulting Inc. What are Brand Assets? Awareness Image / Attractiveness Differentiation Purchase / Loyalty Growth / Expansion MBA®: Monitoring Brand Assets
  8. 8. MBA®: Monitoring Brand Assets Modeling the Brand Performance using PLS Pr Philippe Jourdan / Promise Consulting Inc. Ability to generate purchase / loyalty Ability to grow / expand BV (attitude) BV (usage) Ability to attract the consumer Ability to differentiate Ability to engender awareness
  9. 9. Pr Philippe Jourdan / Promise Consulting Inc. MBA®: Monitoring Brand Assets A “3 STEPS” APPROACH #2- MODELING WHICH LEVERS WILL INCREASE MY BRAND IMPACT IN THE MARKET? #1 - MEASURING WHAT’S MY CONSUMER- BASED BRAND VALUE COMPARED TO MY COMPETITORS? #3- SIMULATING WHAT’S THE OPTIMIZED MARKETING MIX TO RAISE MY BRAND PERFORMANCE IN THE MARKET?
  10. 10. Pr Philippe Jourdan / Promise Consulting Inc. Awareness Extent to which a brand is recognized by potential customers and is correctly associated with a particular product. MBA®: Monitoring Brand Assets
  11. 11. Pr Philippe Jourdan / Promise Consulting Inc. Image / attractiveness The impression in the consumers’ mind of a brand total image (real and imaginary qualities as well as shortcomings and associations). MBA®: Monitoring Brand Assets
  12. 12. Pr Philippe Jourdan / Promise Consulting Inc. Differentiation Real or perceived benefit of a good or service that differentiates it from the competing brands and gives a reason to prefer it over other brands. MBA®: Monitoring Brand Assets
  13. 13. Pr Philippe Jourdan / Promise Consulting Inc. Purchase / loyalty Ability to be purchased and repurchased at a higher rate than the competing brands. MBA®: Monitoring Brand Assets
  14. 14. Pr Philippe Jourdan / Promise Consulting Inc. Grow / Expand Capacity to expand thanks to a positive WoM & ability to be an inspirational brand in its market MBA®: Monitoring Brand Assets
  15. 15. MBA®: Monitoring Brand Assets The Brand Value of the Competing Brands Rk Index Rk Index Rk Index Rk Index Rk Index Rk Index BRAND A 1 281 1 367 3 151 4 155 1 360 1 358 BRAND B 3 128 2 200 5 110 8 61 2 129 7 62 BRAND C 6 95 4 146 7 74 11 39 3 120 10 31 BRAND D 4 107 7 36 4 128 3 159 4 119 3 155 BRAND E 2 158 3 164 1 192 1 192 6 83 2 173 BRAND F 7 70 5 60 9 59 7 64 5 93 5 80 BRAND G 5 100 6 45 2 163 2 172 8 54 4 99 BRAND H 8 53 8 36 10 51 9 57 7 66 6 68 BRAND I 9 47 9 22 6 89 6 79 9 30 11 2 BRAND J 10 39 11 11 8 59 5 80 10 26 8 41 BRAND K 11 23 10 13 11 24 10 43 11 20 9 31 BRAND EQUITY INDEX Ability to grow/expand Ability to engender awareness Ability to attract the consumer Ability to generate purchase/loyalty Ability to differenciate A fair awareness positioning but perfectible. A clear, positive image but that may lack strengths A high ability to differentiate, explained by the good evaluation
  16. 16. MBA®: Monitoring Brand Assets From Awareness to Purchase and Loyalty BRAND A BRAND B BRAND C
  17. 17. Pr Philippe Jourdan / Promise Consulting Inc. Who are we? Monitoring Brand Assets Fields of Expertise To keep in touch
  18. 18. Pr Philippe Jourdan / Promise Consulting Inc. Retail & manufacturer’s brands Fashion & beauty MBA® : Monitoring Brand Assets
  19. 19. Pr Philippe Jourdan / Promise Consulting Inc. … sorted by Group Fashion & beauty [A] [G] [R] ALBION CO. LTD. GIANNI VERSACE SPA RICHEMONT ARMANI GOYARD ROBERTO CAVALLI SPA BEIERSDORF [H] [S] BOLTON GROUP H51 / HOLDING HERMES SHAW-LAN WANG BPI / BEAUTE PRESTIGE INTERNATIONAL HERMES SHISEIDO BURBERRY [I] SISLEY / FAMILLE D_ORNANO [C] ILLAMASQUA LTD [T] CHANEL SAS INTERPARFUMS TAEPYEONGYANG CORP / AMORE PACIFIC CLARINS / FINANCIERE FC SA / FAMILLE COURTIN [J] COTY / LABELUX JIMMY CHOO [D] [L] DIEGO DELLA VALLE L'OREAL LUXE DOLCE & GABBANA LVMH DR PERRICONE [M] [E] MANOLO BLAHNIK LTD ELIZABETH ARDEN MAYHOOLA FOR INVESTMENTS SPC ESTEE LAUDER [P] [F] POLO CORPORATION FERRAGAMO PPR / KERING PRADA PROCTER & GAMBLE PUIG / PACO RABANNE MBA® : Monitoring Brand Assets
  20. 20. Pr Philippe Jourdan / Promise Consulting Inc. Who are we? Monitoring Brand Assets Fields of Expertise To keep in touch
  21. 21. Pr Philippe Jourdan / Promise Consulting Inc. Promise Consulting Thank you and let’s keep in touch! http://facebook.com/promiseinc http://whatsnewinmarketing.blogspirit.com http://promiseconsultinginc.com @pjourdan1967 Philippe.jourdan@jplconsulting.fr

×