The power ofBRAND LOVERS     Brand Pioneers       9 april 2013         Utrecht
SOURCE FOR EUROPEAN                     MARKET INFORMATION INTERNATIONAL ONLINE RESEARCH    BRAND RESEARCH SPECIALIST1.3 M...
All your customers go through the exact same     stages when buying your brand
CONSUMER LIFE CYCLE
KNOW         Does the consumer know your brand?                 TOP OF MIND       SPONTANEOUS AND AIDED AWARENESS
WANT       Does the consumer want your brand?         SPONTANEOUS ASSOCIATION                    IMAGE
TRY      Does the consumer consider your brand?       CONSIDERATION SET        BUYING INTENTION
BUY      What brand does the consumer currently buy?                  BUYING CRITERIA
LOVE       What drives brand loyalty?       NET PROMOTOR SCORE            PREFERENCE              LOYALTY
Consumers buy your brand because ....
But a small group of consumers buy your   brand because they   love you!
We call themBRAND LOVERS
BRAND LOVERSHave an emotional connection with          your brand!
BRAND LOVERS- Don’t switch to competitors- Buy your brand more often- Create new customers
Is it worth putting your attention on your   BRAND LOVERS?
After all, they represent a minority  of your customer base and they already love you, so why bother        focusing on th...
Your goal is more               traffic, newcustomers, more sales, mass    market appeal, right?
But did you know...
A 5% increase in customer loyalty can almost double                  your profitability.                                  ...
An existing customer is 5 times more   likely to buy from you than a new                 prospect                         ...
Serving your best customers is the surest way to grow a profitablebusiness—in any economic climate
CONSUMER LIFECYCLE RESEARCHMeasures the performance of brands on           a continuous basis
CONSUMER LIFECYCLE RESEARCHTOTAL MARKET PERFORMANCEN=2400 RESPONDENTS PER COUNTRYTOP 10 BRANDS PER MARKETSET GOALS (KPI’S)...
Consumer Lifecycle ResearchBRAND LOVE INDEX    Coca Cola vs Pepsi
BRAND LOVE INDEX   Cola vs Pepsi
BRAND LOVE INDEX   Cola vs Pepsi
BRAND LOVE INDEX   Cola vs Pepsi
BRAND LOVE INDEX   Cola vs Pepsi
BRAND LOVE INDEX   Cola vs Pepsi
By measuringe the mostimportant stages of thebuying and orientation procesof consumers you ...           Get more grip on ...
CONSUMER LIFECYCLE RESEARCHThe new standard for running a successful brand
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013
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
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

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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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Brand Love index - Brand Pioneers April 9 2013

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

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