This document discusses building meaningful brands through the Millward Brown Brand Philosophy framework. It emphasizes that meaningful brands which are perceived as different and salient by consumers can command higher market share and price premiums. The framework uses metrics like Power, Premium and Potential to predict brand performance. It also highlights how mobile surveys can provide high quality insights by better representing consumers in an increasingly digital world.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
Trong khi khối lượng hàng tiêu dùng nhanh (FMCG) tăng ở một số danh mục và khu vực, việc tăng giá bán sẽ siết chặt ngân sách chi tiêu của người tiêu dùng vào năm 2023.
- 51% has hot water environment in bathroom
- Female washes her hair once per 2-3 days
- Female usage of Rinse / Conditioner is far higher than male (female 57%, male 16%)
- 57% of female care about the smells after wearing helmet
- More than 30% leaves it after washing hair
- Supermarket (70%) and Grocery store (56%) are the common channels
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
It is always mentioned that the lifestyle between the south and north of Vietnam is different. This report illustrates the media consumption behavior and creative impression differences between south and north
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Trong khi khối lượng hàng tiêu dùng nhanh (FMCG) tăng ở một số danh mục và khu vực, việc tăng giá bán sẽ siết chặt ngân sách chi tiêu của người tiêu dùng vào năm 2023.
- 51% has hot water environment in bathroom
- Female washes her hair once per 2-3 days
- Female usage of Rinse / Conditioner is far higher than male (female 57%, male 16%)
- 57% of female care about the smells after wearing helmet
- More than 30% leaves it after washing hair
- Supermarket (70%) and Grocery store (56%) are the common channels
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
It is always mentioned that the lifestyle between the south and north of Vietnam is different. This report illustrates the media consumption behavior and creative impression differences between south and north
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
The Consumer Decision Journey (CDJ) helps businesses and marketers focus on the four key battlegrounds to develop critical insights that inform marketing and MROI objectives. In this presentation, McKinsey's Dave Elzinga explores how the CDJ has evolved, and how the digital revolution has made "initial consideration" the must-win battleground for marketers and businesses alike.
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
The X Index, which surveyed 28,000 consumers across five markets — China, France, India, UK and US — found that of the 40 criteria analysed, two factors — ‘the customer journey was simple’ and ‘the customer journey was pleasant’ scored the highest — even above other factors including brand loyalty, customer service and price.
Presented at 3|SHARE's EVOLVE'14 - The Adobe Experience Manager Community Summit on Tuesday November 18th, 2014 at the Hard Rock Hotel in San Diego, CA. evolve14.com
How to Succeed Across Channels with Omnichannel MarketingTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
6. What is
a brand?
A set of associations (ideas,
memories and feelings) in
the mind of a consumer
7. What makes a brand valuable?
I N C R E A S I N G
T H E L I K E L I H O O D
that a consumer
wi l l buy/consider
I N C R E A S I N G
H OW MU C H
consumers
wi l l pay
Successful brands build associations that
deliver these commercial benefits
8. 8
MEANINGFUL
Consumers feel an
affinity for the brand
or think it meets their
needs
DIFFERENT
Feels different from
other brands or sets
the trends for the
category
SALIENT
Comes to mind
quickly and readily
when activated by
ideas relating to
category purchase
9. Apple: unique personality and
tangible product innovation =
differentiation worth paying for
137 248 131
137 158 272
Avr =
100
$185b
MEANINGFUL DIFFERENT SALIENT
Avr =
100
$78b
Coca-Cola: first to mind for
billions of thirsty people =
dominant volume share for
impulse category
10. Salient
The five key inputs…
Meets
Needs
Meaningful Different
Affinity
Unique
Dynamic
Awareness
Intensity
The new approach has inputs which shorter,
quicker, easier to administer
Please drag each brand onto the scale to indicate how
different they seem to others in the market. You can
place more than one brand in each box or leave a box
empty. Please place all brands on the scale before
continuing.
This type of questioning improve the model fit by 16%
Further development work through BrandZ:
>40 countries, >5000 brands, >300,000 consumers
11. MDS derives three key summary metrics of brand equity
related specifically to core business objectives
Our headline measures of equity recognise that your portfolio can
deliver a financial return in two ways and provides a predictive
measure of future potential.
11
Delivering more share
P OWE R is a prediction of the brand’s
share based purely on brand perceptions.
Are consumers predisposed to
choose the brand over others?
Justifying a price premium
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 share based purely on brand perceptions.
Are consumers predisposed to stick with the
brand in future or try it?
FUTURE NOW
12. Meaningful, different and salient brands…
Each of these metrics are created from measures of
how meaningful, different and salient brands are.
12
… Have the POWER to
capture significantly
MORE VOLUME
POWER
… Can command a price
PREMIUM PREMIUM
… Have much greater
POTENTIAL to gain
value share in the future
POTENTIAL
13. Our Framework of consumer decision making
Predisposition and in-market activation allow us to determine what
drives your financial performance and the best way for you to leverage
share and/or to justify your price point now and in the future.
13
15. We are 90% electronic DC today, PAPI is going because….
15
Busy consumers
Less accessible
Poorer quality data
Slow study timelines
BUT WHAT’S NEXT?
17. Why consider mobile surveys?
ACTUALLY THE REAL QUESTION SHOULD BE WHY NOT?
17
1.76
BILLION
37%
GROWTH
15%
OF WEB
smartphones users by the end of 2014 – overtaking
laptops and PCs*
in the number of global 3G subscribers in the past year**
traffic comes via mobile – more than double last year;
Mobile traffic share already over 50% in India and China***
*Source: e.Marketer Global report June 2014 **Source: InformaWCIS;
***Source: StatCounter Global Stats, 9/12
18. Nearly 51% of web traffic in KSA comes from a
mobile phone device and not from a desktop (49%)
18
19. This is not surprising since KSA has the 3rd highest
smart phone penetration in the world.
53
48
47
47
44
43
42
33
25
18
15
40
Russia
Mexico
Thailand
South Africa
Argentina
Philippines
Japan
Turkey
Brazil
Vietnam
Indonesia
India
19
81
81
76
75
72
68
65
65
62
85
UK
Australia
Spain
Saudi Arabia
Canada
USA
China
Germany
France
Italy
Source – Google Our Mobile Planet 2014.
20. 20
MOBILE SURVEYS GIVE YOU GREAT
SHORT TERM ADVANTAGES
Consumers are connected to
their mobile phones all the time
and find it comfortable and
engaging as a communication
medium better interview
context
Pilot studies have shown that without
interviewers (over)prompting, mobile
data is more discriminating between
brands and reflect market reality better
better data quality
Speed of data access and deliverables
increases significantly.
21. 21
MOBILE SURVEYS WILL HELP YOU
FUTURE PROOF YOUR INSIGHTS
Door to door access will get increasingly difficult and expensive due to
rising trend of gated communities where higher income respondents reside
better representativeness of the sample
Can integrate exciting possibilities offered by the smartphone platform:
multimedia, geo-location (GPS), passive behaviour monitoring (once the
smartphone penetration is sufficiently high).
24. ACCESS TO
HIGHER
INCOME
HOUSEHOLDS
MOBILE GIVES US BETTER ACCESS TO HIGHER INCOME HOUSEHOLDS (MORE
VALUABLE 24
CUSTOMERS) THAN TRADITIONAL DOOR-TO-DOOR INTERVIEWING CAN
25. 25
MOBILE DATA
MATCHES UP
TO MARKET
SHARE
OVER TIME, MOBILE DATA MATCHES UP TO MARKET REALITY EVEN MORE
DUE TO THE ABILITY TO COVER WIDER GEOGRAPHIES NATIONALLY
26. 26
MORE HONEST
FEEDBACK
SELF-COMPLETION MODE MEANS THAT RESPONDENTS
ARE MORE DISCRIMINATING TOWARDS BRANDS,
GIVING US MORE HONEST AND USEFUL FEEDBACK
27. 27
NOT AN ISSUE CAPTURING
OPEN ENDED RESPONSES
28. 28
SCREEN SIZE
DOESN’T MATTER –
RESPONSES ARE
CONSISTENT
29. TWO KSA STUDIES IN FIGURES
29
8 mins
to complete
on average
for Banking
83%
answered
the surveys
using a
smartphone
65%
answered
the surveys
using an Apple
iOSdevice
11 mins
to complete on
average for
Auto
9 days
get 1000
completes
34. Take a Guess–
Which Brands have higher Power?
34
Power
12
35. What is driving Toyota’s Power?
Salient
156
Salient
156
Power
19.3
Salient
156
People consider the brands that are most
salient – the ones that come to mind
quickest when the need arises.
Different
88
Power
19.3
Meaningful
128
Because people are predisposed to consider
brands when they believe them to be
meaningful. They meet their needs better
than other brands and they appeal to them
more than others.
If a brand seeks to charge a premium, people
will only do so if they believe the brand is
meaningfully different in some way.
Very Salient and Strongly Meaningful overall. Weak perceived difference
is its main weakness as it is the most popular make in the country.
37. Power can transform quickly…
25%
20%
15%
10%
5%
0%
Over the last couple of years, the brand equity scores of Toyota has come down at the
expense of growth of brands like Ford and Hyundai.
37
Toyota Ford Hyundai Mercedes-Benz BMW
2011
2013
38. Changing demographics also impacting power shift:
Younger Saudis lean towards Hyundai and BMW
38
POWER SCORES
IN 2013
TOTAL
SAMPLE
20-29 YRS 30-50 YRS
Toyota 19.3%
Ford 12.1%
Hyundai 12%
Mercedes-Benz 11.8% Average Average
BMW 11.1%
Chevrolet 9%
Honda 9%
Nissan 8% Average Average
GMC 7% Average Average
Base: (400) (236) (164)
Lower than the average Higher than the average
40. What is driving Meaningful & Difference for cars in
KSA?
20.9%
40
Contribution to Meaningful Contribution to Difference
3.1%
0.4%
- 12.4%
17.0%
16.3%
26.6%
24.2%
Proud to drive
Better to drive
Stylish design
Acceptable price
Costs more
Too cheap
Doesn't meet needs
- 1.3%
- 15.6%
29.9%
1.7%
14.0%
16.7%
Proud to drive
Better to drive
Stylish design
Acceptable price
Costs more
Too cheap
Doesn't meet needs
Premium
pricing
Driving
experience
41. Power differences across mid-range car brands
Average
Endorsement
across category
Toyota Ford Hyundai
Better to drive than others in their
class 33%
More stylish and better designed
than others in their class 34%
Would be proud to use 34%
Acceptable price 13%
Does not meet my needs 22%
Costs more than you're prepared
to pay 12%
-8%
Too cheap 6% -1%
1%
-5%
13%
-4%
1%
41
9%
2%
-10%
-6%
9%
-15%
-1%
1%
-2%
-2%
-3%
4%
-6%
1%
42. Power differences across prestige brands
Average
Endorsement across
category
Mercedes Benz BMW
Better to drive than others in
their class 33%
More stylish and better designed
than others in their class 34%
Would be proud to use 34%
Acceptable price 13%
Does not meet my needs 22%
Costs more than you're prepared
to pay 12%
-10%
-11%
31%
29%
Too cheap 6% -1%
22%
13%
-2%
36%
33%
42
-5%
16%
-13%
38%
43. TO SUM UP….
43
The MDS framework:
- Helps you build meaningful brands & grown brand value
- Holistic in approach, yet can diagnose in detail the barriers &
facilitators to brand growth
- Validated, forward looking and linked to brands’ financial
performance.
Digital data-collection is already a reality
- Consumers are spending more time on digital devices
- Gives us better access to different consumer profiles
- Better quality data
- Realistically shorter questionnaires are the future
44. Any Questions?
Get in touch with Charles Foster
charles.foster@millwardbrown.com
Editor's Notes
But first of all I would like to introduce you to our brand philosophy and what we know about brands…
So as we know brands aren’t very tangible…the product or the service we sell is, but not the brand and it is all made up in consumers minds…so how de we equate that to financial value
A brands value lies in whether people will buy the service above all others and whether they will be willing to pay more…and the associations that a brand builds needs to deliver on these two elements to ensure commercial benefits
What do all strong brands have in common in terms of their assocations…they are meaningful in consumers minds both on an emotional and rational level, the are unique in some way setting them apart from the competition and they come readily to mind when consumers consider the category
As an example…2 very strong brands…and how they perform on driving MDS…firstly you will notice that they over index on all 3 areas…which means strong brands need all 3, but the headline strength can be different…
There are three “flavors” of predisposition that we measure in our research. Each one relates to a different behavioural outcome but ,importantly, each one of these measures is created based on different combinations of the three basic ingredients: meaning, difference and salience.
Power, the ability to command volume sales, depends on meaning and salience more than difference.
Premium, the ability to command a price premium, depends on meaning and difference far more than salience. Marketing strategies and tactics that only focus on creating salience potentially undermine a brand’s ability to command a price premium.
Potential, the likelihood that the brand will gain future value share, is similarly reliant on meaning and difference, less so salience.
Successful brands are meaningful, different and salient. The ideal balance for a specific brand is a function of both the category and the primary mode of financial return—sales volume or premium pricing.
There are three types of consumer predisposition to brands. We have a measure for each one:
Consumers are predisposed to choose the brand over others. This will drive brand volume, so Power predicts volume share based entirely on perceptions, absent of activation factors. We report Power as a percentage share because we want to reflect the relationship it has with Volume Share.
Consumers are predisposed to pay more for the brand. This will allow the brand to charge more, so Premium predicts the price index your brand can command, based purely on perceptions, absent of activation factors. We report the Premium score as an index because we want to reflect the relationship it has with in-market Price Index
Consumers are predisposed to stick with the brand in the future, or try it. This will prime the brand for future value share growth and is predicted by Potential, similar to what Voltage2.0 did, but improved. We express Potential as a % representing probability of growth.
All three predisposition metrics are based on the same foundations (Meaningful, Different and Salient) combined differently. All three (Power, Premium and Potential) are validated to in-market results.
Predisposition and in-market barriers and facilitators allow us to determine what drives your financial performance and the best way for you to leverage volume share and/or to justify your price point now and in the future.
World where smartphone are common-place , but still some big and important where smart-phone consumers are still a niche; but still represent a large number of people.
Our survey covers only smart-phone usage as we wanted a homogenous and comparable sample across markets, and with decreasing costs of devices and data, smartphone penetration will be growing considerably in low-penetration markets, so in some markets these results are more future-facing
Difference for Auto is interesting. In KSA, Difference seems to be driven by status and premium (I might read ‘costs more than prepared to pay’ in the more positive sense of premium)...and from a product perspective, more than drive quality it is design (sort of linked to status and premium – design can be a head turner). While Mercedes has a higher Power score compared to BMW, BMW is stronger on design and amongst Youth.
The reason why Power is similar for Ford and Hyundai is because on the biggest component driving POWER (MEANINGFUL), their scores are actually quite similar.
Where the gap between the two is the biggest is Difference but that only accounts for ~25% contribution. Refer to the angle of each slice of the pie.
So Ford and Hyundai are close on what matters more to drive volume share (MEANINGFUL).
Further, if we look at Power over time, we do see BMW holding while Mercedes weakens; pointing to BMW arguably having longer term strengths compared to Mercedes…
The drive experience is immensely important to the general car consumers if they are to be relevant (or meaningful). When it comes to establishing a sense of difference though, the sense of design and premium pricing contributes more.