meseasuringsourceofbrandequity(測量品牌資產(chǎn)的-資料下載頁
2025-03-03 07:39本頁面
【正文】 entiation Relevance Lagging Brand Stature Esteem Knowledge A TwoDimensional Framework for Diagnosing Brands: The Power Grid 27 Power Leaders New Niche/ Unrealized Potential Declining Leaders Unfocused BRAND STRENGTH (Differentiation and Relevance) BRAND STATURE (Esteem and Knowledge) Eroded Brand Health Is Captured on the PowerGrid Base: USA Total Adults BAV 2023 28 BRAND STATURE BRAND STRENGTH Base: USA Total Adults BAV 1999 0 20 40 60 80 100 0 20 40 60 80 100 Plymouth Bazooka Ivory Snow Pert Rolaids Keds Howard Johnson TWA Greyhound Arizona Iced Tea Aeropostale Newman’s Own Sundance Channel DreamWorks Bloomberg Business News CDnow IKEA CocaCola Ocean Spray Nike Pepperidge Farm MMs Disney Jeopardy! Hallmark San Pellegrino Sun Microsystems Wired Quest Telem Nokia NetGrocer Iridium USA 1999 PowerGrid Sample 29 YR Resonance Research Usage Loyalty (60%) Attachment (30%) Community Engagement Resonance ACE (10%) 15% Base: 2023 BAV Data 30 0 50 100 0 50 100 Brand Stature Brand Strength Attached Loyal Community Resonance Engaged NonLoyals Resonance Engaged Community Attached Loyal Users NonLoyal Users Base: BAV USA Adults 2023 Differentiation YR Resonance Research with BAV 31 Average . Packaged Goods Brand Proportion of Consumers Consumer Loyalty 7% Bonded 32% Advantage 35% Performance 43% Relevance 76% Presence 38% 19% 17% 13% 20% 32 Commonalty Between the Basic BAV Model and the CBBE Framework ? BAV’s knowledge relates to CBBE’s brand awareness and familiarity. ? BAV’s esteem relates to CBBE’s favorability of brand associations. ? BAV’s relevance relates to CBBE’s strength of brand associations (as well as perhaps favorability). ? BAV’s energy relates to CBBE’s favorability of associations. ? BAV’s differentiation relates to CBBE’s uniqueness of brand associations. 33 演講完畢，謝謝觀看！
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