www.millwardbrown.es Seminario ANUNCIOS 1 Fecha: Octubre 2012 Preparado por Millward Brown Iberia NUEVAS FRONTERAS DE LA MEDICIÓN Adolfo Fernández Client Service Director m: +34 672 01 36 01 [email protected]| www.millwardbrown.es Paloma Martin Media & Digital Director m: +34 91 325 41 10 [email protected]| www.millwardbrown.es
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Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)
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www.millwardbrown.es
Seminario ANUNCIOS
1
Fecha: Octubre 2012
Preparado por Millward Brown Iberia
N U E VA S F R O N T E R A S D E L A M E D I C I Ó N
The High-Growth Brands, as represented by the 42 public companies within the top 50, collectively outperformed the S&P 500 by almost 400% over the past 10 years
382.3%
-7.9%
8
Not what people buy, but what they buy into
T H E B E S T B R A N D S
are built on
Uplift mind and body.
The Core Brand Ideal Metric validates the Stengel 50
10
Stengel 50 brands like Apple, Coca Cola, and Dove are stronger than their competitors on the Core Ideal metric
Note: The Core Ideal Metric is measured as % of respondents who endorse a brand on that metric. The data illustrated here
reflects this % association relative to the competition and adjusted for factors such as brand size
Mobile Phones (UK) Soft Drinks (UK) Feminine Beauty (USA)
Empower self-expression Inspire happiness Celebrate real beauty
If so, customers will be more likely to choose your brand and pay a premium for it - and the brand will be better poised to grow its share position.
Meaningful
Salient
DifferentBrand
Predisposition £ €$
¥Brand
Associations
Value Sales
We provide three key summary metrics of brand equity
18
All three predisposition metrics are based on the same ingredients (Meaningful, Different and Salient) combined differently.
P O W E R is a prediction of the brand’s volume share based purely on
brand perceptions
Are consumers predisposed to choose the brand over others?
P R E M I U M is a prediction of the price index a brand can charge
based purely on perceptions
Are consumers predisposed to pay more for the brand?
P O T E N T I A L is the probability that the brand will grow value share
based purely on brand perceptions
Are consumers predisposed to stick with the brand in future or try it?
An overall picture of how brands generate a financial return
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Meaningful
Salient
Different
Volume sharePower
£ €$
¥Brand
Associations
In-market ActivatorsBrand
Predisposition
Premium Price Index
PotentialValue share
growth
The key inputs: five questions.
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P O W E RBrand
Predisposition
P R E M I U MP O T E N T I A LBrand
Predisposition
Or Needs based Salience
Please drag each brand onto the scale to indicate…
Doesn’t meet
your needs at all
Meets your
needs very well
Hate it
Love it
Exactly the
same
Very different
Follows others
Sets the trends
Spontaneous awareness prompted by
category name or category needs
Brand Strength ScoreTo go deeper into the Brand Power diagnostic
Are we successfully building a strong brand?– Analytical Framework
22
Brand Strength Score
Strong brands have a number of fundamental
advantages over their competitors.
Extensive analysis of our 37,000+ global Brand Equity
(BRANDZ) database revealed that there are some crucial
factors for brand success (the Bonding Factors). The
world’s strongest brands usually tower over their
competitors in several of these areas.
When these factors are combined into a single summary
measure, the Brand Strength Score, this explains over 90%
of the BRANDZ Consumer Value score (a measure with a
proven link to in-market sales). This construct has been
validated across the BRANDZ database for:
6,156 brands
38 categories
23 countries
Brand Performance • Is our brand on the right trajectory for future sales success?
Brand Performance • What explains our brand performance – why is it growing/declining ?23
Brand Strength Diagnosis – Competitors
Where is our brand relatively strong/weak?
The summary score can be decomposed to identify a brand’s strengths and weaknesses in terms of the six dimensions (shown as difference from category average)
Rel
ativ
e Im
port
ance
Brand A Competitor A
40% 30% 20% 10%Brand Strength Score (share of)
Performance
Emotion
Value
Prominence
Dynamism
Differentiation
20%
19%
16%
12%
11%
11%
Competitor B Competitor C
Deviation in share of endorsement from category average
Timed & benchmarked variation on a simple image question allows us to identify perceptions which are intuitive from those that are rationalised
Clients can see the brand’s intuitive profile, and if communications are shifting this
Especially suited for brand values and higher-order ideals, which are prone to exaggeration
Integrated with our normal systems
Scalable, cost effective & familiar
The role of emotionsMeasuring emotions
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“I know people don’t think as hard about my brand in real life as they do on a survey – so I need to understand the perceptions that are automatic, and so more likely to influence decisions in reality”
% Intuitive responses%
Ove
rall
end
ors
emen
t15 20 25 30 35
60
70
80
90
AFFORDABLE
CALM
CAREFUL
CLEVER
DIFFERENT
FUN
KIND
POPULAR
RELIABLE
SOCIAL
TRENDSETTER
Skype is defined by social, fun &
popularity, not price
CommunicationSelecting and connecting touchpoints
IN TEN YEARSthe Internet has shifted from primarily a short-term direct response vehicle to one that truly has the
POWER TO BUILD BRANDS LONG TERM
33
The Digital Landscape Has Transformed
100+
TABLETS
were unveiled
at CES
MOBILE traffic will
surpass PC Web traffic
50% of companies
will be GAMIFIED
DVR penetration
will exceed 50%
ONLINE will overtake
newspapers as the
second-largest ad medium
Marketers will
invest $50B in
SOCIAL
marketing and
commerce
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11
20
20
20
12
20
13
20
15
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The Media Landscape Will Continue to Intensify EMERGENCE & CONVERGENCE WILL RESULT IN MORE PLATFORMS, DATA, DEMAND FOR REAL TIME, AND ULTIMATELY OFFER MORE OPPORTUNITY
What Does This Mean?
Channels
Fragmentation
Targetability
Consumer-generated media
Media convergence
Control by consumers
MORE:
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ImplicationsA LOT WILL BE ASKED OF YOU
Leverage all listening touch points
Embrace the creative revolution
Deliver real time, right now
Maximize digital campaign performance
Connect the data dots
Measure digital as part of overall brand health
Foster digital insights and leadership
Build media synergies, not silos
Offering innovative & industry-leading digital research solutions:
Research &
Strategy
Planning
Communication
& Creative
Development
Integrated
Campaign
Measurement
Digital
Campaign
Optimization
Digital
Campaign
Measurement
Macro-Level
Analysis
Link™ for Digital &
Link360™
Strategy
MarketNorms®
& ClientNorms
Millward Brown Digital framework
37
Creative In-Market Campaign Execution
Continued
Learning
Social Media Analytics & FanIndex
CrossMedia
Research™
AdIndex
Dash®
(real-time data)
DLConnects® — Search & Site Visitation; Link to Sales