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Hur man mäter sitt varumärke
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Hur man mäter sitt varumärke

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Hur man mäter sitt varumärke Hur man mäter sitt varumärke Presentation Transcript

  • Mäter du eller mäter du rätt? 2010.03.10 Creating brand sense © Essen International
  • Why brand measurement? © Essen International
  • Impact High Brand measurement Low Feasibility Easy Difficult © Essen International 3
  • Brand measurement is difficult, but with high impact © Essen International
  • How brand measurement is high impact • Increases the value of your brand • Secures investments for your brand • Gets your brand to the boardroom © Essen International 5
  • How brand measurement is difficult – a small check-in with reality © Essen International
  • © Essen International 37
  • Do you measure your brand today? 24 13 © Essen International 8
  • Do you measure your brand today? 24 13 Yes No © Essen International 9
  • If no, why not? 9 3 3 1 © Essen International 10
  • If no, why not? 9 3 3 1 Don’t know Don’t gain Don’t have Can’t afford it what I should anything of the time measure value © Essen International (more than one answer possible for this question) 11
  • If yes, are you satisfied? 14 8 © Essen International 12
  • If yes, are you satisfied? •  Hard to plan actions 14 •  Difficult to share with organization •  Too many elements to measure 8 Yes No © Essen International 13
  • If there is a will there is a way © Essen International
  • Today • There is a framework • There is a process • There is a way to get started © Essen International
  • Brand measurement Brand valuation © Essen International
  • Brand valuation • Academic • Time consuming • Often non-actionable © Essen International 17
  • Image source: Flicker /Draculina_ak's photostream The goal Know and quantify your brand health Know and quantify how you can work to strengthen it further © Essen International 18
  • Image source: Flicker / joey.parsons' photostream The activity Yearly check-up to determine how healthy your brand is Ongoing tracking to tell you that you are strengthening your brand © Essen International 19
  • Yearly On-going Know how healthy your Know that you are brand is strengthening your brand Measure Measure Brand Brand health performance © Essen International 20
  • BRAND PERFORMANCE Communicatio n experience BRAND HEALTH People Position Sales experienc Appearance experienc e Experience e User experienc e © Essen International
  • Brand health © Essen International
  • The yearly check-up to determine how healthy your brand is © Essen International
  • BRAND HEALTH The vision for our brand’s position and Position how far from it we are today The vision for our brand’s appearance Appearance and how far from it we are today The vision for our brand’s experience Experience and how far from it we are today © Essen International 24
  • BRAND HEALTH Today Vision Focus •  … •  … Position •  … Today Vision Focus •  … Appearance •  … •  … Today Vision Focus •  … Experience •  … •  … © Essen International 25
  • Today Vision A thorough analysis based on your strategic ambitions, customer insight, the competitive landscape, your heritage and your Today Vision organisation’s ability to deliver, validated by market research Results in a (new or updated) brand Today Vision platform, design and tonality and touchpoint strategy 26 © Essen International
  • BRAND POSITIONING RESEARCH Today Vision VISUALS & Today Vision TONALITY AUDITS Today Vision TOUCHPOINT GAP ANALYSIS 27 © Essen International
  • © Essen International 28
  • A place to spend Today A worry free, home Vision Focus the night away from home •  Move to a service oriented brand Position Well known, but Clear, consistent and Focus an inconsistent and fresh design •  Develop a united outdated design visual expression Appearance •  Execute identity consistently Formal and Informal, high service Focus impersonal quality providing hotel. •  People need to Where you feel at home focus on service Experience •  People should act informal •  Consistent quality level in all branches © Essen International 29
  • BRAND PERFORMANCE Brand performance © Essen International
  • BRAND PERFORMANCE Communicatio n experience BRAND HEALTH People Position Sales experienc Appearance experienc e Experience e User experienc e © Essen International
  • The on-going measuring to track how your brand improves it’s health © Essen International
  • You need to decide where to focus your measuring activities, depending on what has most impact on building your brand Today Vision © Essen International 33
  • BRAND PERFORMANCE People We build our brand through our experience people Communicatio We build our brand through our n experience market communication Sales We build our brand at the point of experience sales User We build our brand when our products experience and services are consumed © Essen International 34
  • © Essen International People experience 35 Image source: Essen International AB Magnus Aldem
  • BRAND PERFORMANCE People We build our brand through our experience people How we are strengthening our brand • Looks/uniform • Competence through our people’s behaviour • Looks/general appearance • Personality • Effectiveness How our •people score on key Service mindedness • Efficiency • Customer understanding behaviours we have decided define our brand © Essen International 36
  • Communication experience © Essen International 37
  • BRAND PERFORMANCE Communication We build our brand through our experience market communication How we are strengthening our brand • Attention through our •communication Interest • Understanding • Likeability • Buying intentions How our communication scores on the awareness, knowledge and attitude we have decided define our brand © Essen International 38
  • Sales experience © Essen International 39
  • BRAND PERFORMANCE Sales We build our brand at the point of experience sales How we are strengthening our brand • Assortment • Atmosphere at our point of sales • Price level • Service / treatment • Payment terms How our •sales experience scores on Service / information key attributes we have decided define our brand © Essen International 40
  • User experience © Essen International 41
  • BRAND PERFORMANCE User We build our brand when our products experience and services are consumed How we are strengthening our brand • Packaging / delivery through our user experience • Sound • Quality • Smell • Service How our •user experience scores on Taste • Cost efficiency • Feel key attributes we have decided define our brand © Essen International 42
  • BRAND PERFORMANCE Action People •  … •  … experience •  … Action Communication •  … •  … experience •  … Action Sales •  … •  … experience •  … Action User •  … •  … experience •  … © Essen International 43
  • How to get started © Essen International
  • 1. Define the 2. Measure the 3. Measure progress vision gap in closing the gap BRAND POSITIONING RESEARCH VISUALS & TONALITY AUDIT TOUCH POINT GAP ANALYSIS © Essen International 45
  • BRAND PERFORMANCE Thank you! © Essen International
  • Appendix Creating brand sense © Essen International
  • 1. Do you measure your brand today? 24 13 Yes No © Essen International 48
  • 2. Why don’t you measure your brand today? 9 3 3 1 Don’t know Don’t gain Don’t have what I should anything of Can’t afford it the time measure vaule © Essen International (more then one answer was possible for this question) 49
  • 3. How satisfied are you with how you measure your brand today? 8 8 4 4 1 Extremely Very Rather Very Satisfied satisfied satisfied dissatisfied dissatisfied © Essen International 50
  • 4. What do you use the brand measurement outcomes for? 20 19 17 Rapport to Evaluate the Plan future other areas of activities we did activities organization © Essen International (more then one answer was possible for this question) 51
  • 5. How often do you measure your brand? 10 6 3 3 Half Less than Quarterly Yearly yearly once a year © Essen International 52
  • 6. Who in your organization uses the results from the brand measurement? 20 19 3 0 Management Marketing Financial Board group department department © Essen International (more then one answer was possible for this question) 53