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Brand Love index - Brand Pioneers April 9 2013
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Brand Love index - Brand Pioneers April 9 2013

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Brand Love Index …

Brand Love Index
Peter-Paul Laumans - Managing Director Panelteam

Panelteam is a specialist in gathering European market information. Peter-Paul shared European consumer data gathered via Consumer Life Cycle research. Consumer Life Cycle research is a new methodology which measures the European performance of brands in the five main stages of the orientation and purchasing process of consumers. He showed what really matters when consumers buy and focussed on the Brand Love Index. The Brand Love index shows the level of emotional involvement consumers have with a brand and ranks them with their main competing brands.

Presentation was part of Brand Pioneers 2013

Published in: Business

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  • Great presentation. Please join us on FB, Linkedin and come and submit a paper to the upcoming 4th International Consumer Brand Relationship Conference http://www.consumer-brand-relationship.org/. I posted a link of your presentation on the CBR FB Group
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  • 1. The power ofBRAND LOVERS Brand Pioneers 9 april 2013 Utrecht
  • 2. SOURCE FOR EUROPEAN MARKET INFORMATION INTERNATIONAL ONLINE RESEARCH BRAND RESEARCH SPECIALIST1.3 MILLIONS EUROPEAN CONSUMERS 13 COUNTRIES LOCAL EXPERTS
  • 3. All your customers go through the exact same stages when buying your brand
  • 4. CONSUMER LIFE CYCLE
  • 5. KNOW Does the consumer know your brand? TOP OF MIND SPONTANEOUS AND AIDED AWARENESS
  • 6. WANT Does the consumer want your brand? SPONTANEOUS ASSOCIATION IMAGE
  • 7. TRY Does the consumer consider your brand? CONSIDERATION SET BUYING INTENTION
  • 8. BUY What brand does the consumer currently buy? BUYING CRITERIA
  • 9. LOVE What drives brand loyalty? NET PROMOTOR SCORE PREFERENCE LOYALTY
  • 10. Consumers buy your brand because ....
  • 11. But a small group of consumers buy your brand because they love you!
  • 12. We call themBRAND LOVERS
  • 13. BRAND LOVERSHave an emotional connection with your brand!
  • 14. BRAND LOVERS- Don’t switch to competitors- Buy your brand more often- Create new customers
  • 15. Is it worth putting your attention on your BRAND LOVERS?
  • 16. After all, they represent a minority of your customer base and they already love you, so why bother focusing on them?
  • 17. Your goal is more traffic, newcustomers, more sales, mass market appeal, right?
  • 18. But did you know...
  • 19. A 5% increase in customer loyalty can almost double your profitability. Bain & Company
  • 20. An existing customer is 5 times more likely to buy from you than a new prospect Bain & Company
  • 21. Serving your best customers is the surest way to grow a profitablebusiness—in any economic climate
  • 22. CONSUMER LIFECYCLE RESEARCHMeasures the performance of brands on a continuous basis
  • 23. CONSUMER LIFECYCLE RESEARCHTOTAL MARKET PERFORMANCEN=2400 RESPONDENTS PER COUNTRYTOP 10 BRANDS PER MARKETSET GOALS (KPI’S)BENCHMARK
  • 24. Consumer Lifecycle ResearchBRAND LOVE INDEX Coca Cola vs Pepsi
  • 25. BRAND LOVE INDEX Cola vs Pepsi
  • 26. BRAND LOVE INDEX Cola vs Pepsi
  • 27. BRAND LOVE INDEX Cola vs Pepsi
  • 28. BRAND LOVE INDEX Cola vs Pepsi
  • 29. BRAND LOVE INDEX Cola vs Pepsi
  • 30. By measuringe the mostimportant stages of thebuying and orientation procesof consumers you ... Get more grip on your consumers Know what part of your marketing budget really works Make better strategic decisions Increase profitablility
  • 31. CONSUMER LIFECYCLE RESEARCHThe new standard for running a successful brand