BrandPanorama capabilities overview 9 13

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BrandPanorama is a custom market research and consumer insights firm offering research services and research-based consulting. We help clients develop branding, communications and marketing strategies …

BrandPanorama is a custom market research and consumer insights firm offering research services and research-based consulting. We help clients develop branding, communications and marketing strategies that will build brand equity, grow customer equity, drive marketing power and maximize financial return. Our goal is to provide senior-level expertise and deliver actionable business-focused insights.
Creating and growing strong brands requires a keen understanding of the rational and emotional drivers of consumer choice, as well as insight into the relationships between a brand and its customer. Our expertise in understanding consumer decision-making and consumer-brand relationships helps our clients develop successful strategies.

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  • 1. An Overview of Experience and Capabilities September 2013
  • 2. BrandPanorama Research & Consulting LLC • BrandPanorama is a custom market research and consumer insights firm offering research services and research-based consulting. We help clients develop branding, communications and marketing strategies that will build brand equity, grow customer equity, drive marketing power and maximize financial return. Our goal is to provide senior-level expertise and deliver actionable business-focused insights. • Creating and growing strong brands requires a keen understanding of the rational and emotional drivers of consumer choice, as well as insight into the relationships between a brand and its customer. Our expertise in understanding consumer decision-making and consumer-brand relationships helps our clients develop successful strategies. • BrandPanorama specializes in brand equity and customer equity research. In particular: – Brand Strategy – Brand Performance – Customer Strategy and Loyalty – Marketing Strategy BrandPanorama LLC
  • 3. Our distinctive approach reflects the paradigm shift in the relationship between brands and consumers BrandPanorama LLC Creating brand awareness, relevance, experience and demand Outbound, inbound, and surround Any and every consumer touchpoint Relationship, and Co-ownership Engagement and Participation Age of the Mass Market (20th Century) Creating brand awareness One-way communication Major mass media Interrupt and Repeat model Reach Age of Digital (21st Century)
  • 4. Understanding the relationships between brands and consumers is the key to unlocking the full market value of your brand • Relationships connect the Brand to the Customer. Decoding these relationships is key to building brand equity, growing the customer franchise, driving marketing power and increasing financial return. BrandPanorama LLC
  • 5. The BrandPanorama Brand Model gives prominence to “why I am attracted the brand” and “how it makes me feel” BrandPanorama LLC Attachment •Brand Emotion and Fit with Self-Image Meaning •Personal Relevance and Brand Experiences Attraction •Positive Differentiation and Brand Charisma Salience •Brand Registration and Familiarity
  • 6. Our model shows the development of Brand Equity and the health of Customer Equity are highly related BrandPanorama LLC Correlations among brand users (maintain; vulnerable) and non- users (grow; unavailable). Respondent level data across 48 brands, 9 categories, 1500 respondents.
  • 7. Our research shows certain brand relationships have a greater than expected impact on market value BrandPanorama’s 5 key “Power Relationships” • Reinforcement Superior brand performance and high satisfaction makes me feel and look better and smarter to others • Identification I am strongly attached to the brand; it communicates to others who I am • Role Model The brand’s charisma makes it a leader and helps me be one also • Self-Differentiating The brand’s difference includes me and makes me feel different too • Entertaining Just for the sheer fun of it. BrandPanorama LLC
  • 8. We define a Consumer-Brand Relationship as the co- occurrence of a Brand Perception and a relevant Brand Experience • These 5 “power relationships” styles have emergent or superadditive properties i.e. the combination of the two components is greater than the sum of their parts . BrandPanorama LLC Brand Experiences Brand Perceptions Self-Esteem Self-Expression Mentoring There For Me Pleasure Performance/ Satisfaction Reinforcement Emotional Attachment Identification Brand Charisma Role Model Positive Differentiation Self- Differentiating Relaxed & Stylish Entertaining
  • 9. Power Relationship styles among brand users vary dramatically across (and within) categories BrandPanorama LLC 40.7 25.6 31.7 42.1 20.8 20.6 27.7 25.2 16.4 16.9 26.0 14.5 17.7 13.7 3.8 21.9 24.0 29.3 17.2 8.8 19.9 17.3 13.0 30.6 27.9 26.6 18.2 18.3 18.3 24.3 6.4 26.8 19.8 12.7 16.3 16.3 15.5 13.7 15.2 15.5 21.5 23.8 17.1 16.4 19.1 9.8 10.4 12.1 25.3 21.9 9.2 11.8 44.6 19.3 20.6 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Entertaining Self-Differentiating Role Model Identification Reinforcement
  • 10. BrandPanorama’s Services BrandPanorama LLC Research-based Consulting and full-service custom research on brand strategy and performance, customer strategy, and marketing strategy Project Management Services Expert support and advising for project design and management, special projects, analysis and reporting, or trouble-shooting, without adding to your headcount Creative Research Visualization for high-impact reports and presentations. Custom data visualizations, infographics, explanatory diagrams and brand narratives that facilitate internal and external communication and promote organizational alignment
  • 11. BrandPanorama’s Solutions BrandPanorama LLC Brand Strategy • Brand Equity Assessment • Brand Essence, Promise and Story • Value Proposition • Brand Positioning • Brand Architecture • Brand Portfolio and Extension • Brand Communications Strategy Development • Employee Alignment • Reputation Management Brand Performance • Brand Equity Measurement • Brand Monitoring and Tracking • Brand Performance Optimization Modeling • Brand Metrics • Financial Return on Brand Investment • Brand Valuation Customer Strategy and Loyalty • Customer Equity Measurement • Consumer-Brand Relationship Assessment • Customer Acquisition, Retention and Win-back • Customer Experience and Touchpoints • Consumer Journey • Employee Engagement and Alignment Marketing Strategy • Opportunity Space Assessment • Market Description, Structure and Sizing • Customer Segmentation, Targeting and Profiling • Consumer Insights • Product and Service Innovation
  • 12. BrandPanorama’s Approaches BrandPanorama LLC • BrandPanorama’s research and consulting services are high-quality and affordably priced. Our low cost base, agility and flexibility, ability to scale, and global network of associates represent meaningful value and a competitive advantage for our clients. • Our research-based consulting makes a measurable difference to your brand, customer or marketing strategy. We have the experience and expertise to use the right approaches and tools for each engagement. Evaluative (quantitative) Research • Online surveys • Telephone surveys • Social media monitoring • Marketing analytics • Modeling Generative (qualitative) Research • Focus groups • In-person interviews • Online communities • Online video groups • Ethnographies • Laddering Listening & Discovery • Fact-finding Brand Scans • Immersive Branding Audits • Alignment & Consensus- building Workshops Visualization • Research visualization • Visualizing brand vision & strategy • Creative expression • Brand stories/narratives
  • 13. BrandPanorama’s Experience BrandPanorama LLC Industries Served • Automotive • Banking/Finance • Business services • Casual dining • Consumer services • Durable goods • Economic development • Education • Entertainment • Hospitality • Insurance • Packaged goods • Retail • Technology/Telecom • Transportation • Travel/Tourism
  • 14. Your Process is Our Process • Our approach is consultative and very collaborative. We tailor each engagement with our clients’ needs and goals foremost in our minds. Our experience tells us that this is the most helpful, useful, approachable route. It puts you in the driver’s seat. BrandPanorama LLC Understand Business Goals Build Consensus Implement Research Program Align Enterprise Measure and Manage
  • 15. Our difference: new approaches, improved results BrandPanorama LLC
  • 16. Mark Stapylton BrandPanorama LLC BrandPanorama is led by Mark Stapylton, a customer insight and brand strategy specialist with deep global brand experience. He has led research practices for global research firms such as Hall & Partners, Harris Interactive, Wirthlin Worldwide, Knowledge Networks and Research International, and was a co-developer of BrandAsset Valuator at Young & Rubicam. Among other adventures, he has explored market opportunities for American beer brands in Eastern Europe, American motorcycle brands in China, and American beef in Japan.
  • 17. BrandPanorama FROM INSIGHT TO OUTLOOK Contact Mark Stapylton (845) 702-2045 mark.stapylton@brandpanorama.com www.brandpanorama.com @brandpanorama