"Are brand valuation techniques still adapted to the modern role of brands in building equity for an organization? This presentation reviews some of the more common approaches and introduces an alternative adapted to the measurement of brands in today's digital and social world. Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "

1. /Founder & CEO of Vivaldi/
Erich Joachimsthaler, Ph.D
May 20, 2015
Measuring Corporate Brand Equity

2. 2
1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS

3. What you
measure is what
you get
3

4. 80%of CEO’s believe their
brand provides a superior and
differentiating brand promise
8%of their customers agree
Source: Bain & Company, 2011
4

5. MEASURING THE BRAND – METHODS
5

6. HOW DO YOU RATE YOUR COMPANY´S EFFECTIVENESS?
6
Extremely Good
Quite Effective
Getting Better All The Time
Needs Work
Deficient
6%
27%
44%
22%
1%
SOURCE: VIVALDI PARTNERS ANALYSIS; BCG AND CMO COUNCIL STUDY 2008 OF 1,000 GLOBAL COMPANIES

7. 7
1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS

8. FOUR METHODOLOGIES FOR BRAND EQUITY MEASUREMENT
8

9. 9

10. THE MODEL
10

11. THE RESULT
11

12. BAV – Brand Asset Valuator
The BAV measures each brand on 48 imagery attributes that together provide an all
encompassing, holistic perceptual profile of a brand
BAV – BRAND VALUE VALUATOR
12

13. Four summary measures provide a diagnostic of the health of the brand and direction
for the future
THE MODEL
13

14. Brand development cycle is illustrated on the PowerGrid
ILLUSTRATIVE RESULT
14

15. 15

16. THE MODEL
16

17. 17

18. BRAND METRICS
18

19. 19

20. Often more PR value than practical management
value
Data quality is difficult to assess (moving averages,
online surveys, etc.)
Can get very expensive to buy and does not fit brand-
specific attribute set
LESSONS LEARNED
31

21. Not everything that can be
counted counts, and not
everything that counts can
be counted
ALBERT EINSTEIN
20

22. HARLEY DAVIDSON
22

23. 23
1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS

24. 24

25. Multipliers a c
Value Stages
• Communications
• Brand-building
programs
• Customer experience
• Price Premium
• Price Elasticities
• Market Share
• Expansion Success
• Cost Savings
• Profitability
• Investor
• Stock Price
• P/E Ratio
• Market
Capitalization
Market
Attractiveness
c
• Clarity
• Relevance
• Distinctiveness
• Consistency
• Employee Activation
• Competitive Effectiveness
• Channel Support
• Customer Size / Profitability
• Market factors: growth/ risk
• Competitive Advantage:
sustainability, ownability
1
Marketing &
Brand-Building
Investment
2
Consumer
Mindset
3
Market
Performance
Shareholder
Value
4
Response
Effects
a
Contextual
factors
b
• Awareness and
Salience
• Associations
• Attitude
• Attachment
• Activity
KELLER’S BRAND VALUE CHAIN
25

26. BRAND EQUITY MEASUREMENT PROCESS
26
TV
Radio
Print
Outdoor
Points of
Purchase
Events
Telephone
Survey
Warranty Card
Credit / Payment
Info
Focus groups
Online Survey
Analysts Survey
Stock Reports
Sale!
1
Marketing and
Brand-
Building
Investment
2
Consumer
Mindset
3
Market
Performance
Shareholder
Value
4

27. Extremely expensive especially in the B2B context
Time consuming to collect data
Lots of inconsistencies across countries
Results don’t move that much on many measures
Silos in organizations that “own” the data
LESSONS LEARNED
31

28. 28
1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS

29. SOME “SOCIAL” METRICS
• # Video Views
• % YouTube Favorites
• % YouTube channel subscribers
• % YouTube Video Plays
• # of YouTube Channel Comments
• # of YouTube video reviews
• # slideshare views
• # delicious bookmarks
• # diggs
• # of Blog Mentions
• # of Forum mentions
• # of Facebook mentions
• # of Twitter mentions
• # @mentions
• # of reviews mentions
• # of comments
• Positive : Negative Mentions for any channel
• # Twitter followers
• Twitter Follower-Rate
• # reviews
• # stars in reviews
• Thread size
• Unique contributors
• Unique commenters
• # Facebook fan pages
• # Facebook fans
• Facebook Fan Rate
• Facebook Likes
• Email Open Rate
• Email Click Rate
• Email Forward rate
• Email opt-out rate
• # of Email subscribers
• # of SMS subscribers
• Clicks/ CTR
• Impressions
• Traffic
• Reach
• Registration
• Opt-in
• Page views
• Visit/session length (% site visits > 60 secs)
• Click path analysis
• Eye tracking studies
• #/% Downloads
• Changes in SERP results/ rankings
• Earned/ Owned traffic
• Inbound links
33

30. 34
Conversation Drivers
Sentiment Drivers
Location, Time, Impact
Influencers
Competitive Implications
BRAND
EQUITY

31. BRAND HEALTH SCORECARD
METRIC PURPOSE
OLD MEDIA METRIC/
DATA SOURCE
NEW MEDIA
METRICS
NEW MEDIA DATA
SOURCE
BRAND PREFERENCE
Do consumer prefer our brand to
competitive brands?
Share of Voice
Share of
Conversation
SMM tools
BRAND PERCEPTION
Do consumers associate the desired
brand attributes with the brand?
Market Research
Theme/Cluster
Analysis
SMM tools, Wordle
BRAND BUZZ
Do we have more mindshare than our
competitors with our target market?
Market Research
Buzz vs
competitors
SMM tools
AUDIENCE ANALYTICS
Are the segments engaging with the
brand the ones we are targeting?
Customer database
Facebook
Insights
Facebook, Customer
DB, Twitter
BUZZ (PR/ Reputation
Management)
Are we igniting relevant conversations
with our outreach activities?
PR Services
Buzz timeline,
annotated
SMM tools,
annotation
SENTIMENT
(PR/ Reputation Mgmnt)
Are they having the right impact? Market Research
Sentiment
Analysis of SM
SMM tools, custom
analysis
INFLUENCE
(PR/ Reputation Mgmnt)
Are the right people talking about the
brand?
PR Services
SM Influencer
Scorecarding
Twitter, Klout, Kred
CUSTOMER IMPACT
SURVEYS
Have our communications changed
consumer opinion?
NPS, Intent to Purchase, Customer,
Sat, Likelihood to Recommend
Same Survey
35

32. SHARE OF VOICE/ SHARE OF CONVERSATION
36

33. Lots of monitoring and listening, very little
decision-making
Integration of data from various sources is
extremely difficult
Measurement and metrics still evolving;
are we covering the right touch points?
LESSONS LEARNED
37

34. 34
1. Introduction
2. Valuation Methods
3. Tracking Brand Equity
4. Social Media Measurement Systems
5. Social Currency
CONTENTS

35. RESEARCH ON HOW TO BUILD BRANDS THROUGH SOCIAL CURRENCY IN TODAY’S DIGITAL
AND SOCIAL WORLD
39

36. VIVALDI PARTNERS’ SOCIAL SIX OF BUILDING STRONG BRANDS
40

37. Solve Something / Help Practitioners with their Work
Enable People
Deliver Value
Help Manage their Lives
Fit Into their Lives
Give People Time Back
37
IMPROVING PEOPLE’S LIVES

39. TweetWalk
Runway to Reality
43

40. 44

41. 41
GET REAL: REIMAGINE THE FUTURE OF MOBILITY AND DO IT
PARKNOW
Finds an available public
parking space through
GPS installed
PARKATMYHOUSE
A social network of private
parking garages for an
hour or for a penny
CHARGEPOINT
Automatically finds a
location of where to swap
the battery
DRIVENOW
Pay per use, billed
by the minute
Mission:
Become world’s leading
provider of premium products
and premium services for
individual mobility

42. Consumers are drawing a map to their doors
Don’t just try to be amazing, try to be useful
People are the channel
GUIDELINES

43. Thank you!
@ejoachimsthaler
ej@vivaldigroup.com
Erich Joachimsthaler, Ph.D.
/ Founder & CEO of Vivaldi /
“Hidden in Plain Sight is an indispensable guide for
companies’ decision makers who want to innovate
beyond hampering paradigms: in the complex
environment of global markets, it helps to win and to
seize infinite business opportunities.”
Francesco Trapani, CEO Bulgari Group