Brand Equity Basics - Part 3: How to Measure Brand Equity. Now that you know what brand equity is and how to build brand equity, it’s time to learn how to measure it in Part 3 of the Brand Equity Basics series.
Both qualitative and quantitative brand research as well as performance tracking should be used to measure equity and performance to ensure brand equity is growing over time. Branding questions? Create a new market research study, and get the valuable answers you need. Brand Equity Models and Measurement. In simple terms, “brand equity” is a construct that is designed to reflect the real value that a brand name holds for the products and services that it accompanies.
Measuring brand equity is considered important because brands are believed to be strong influencers of critical business outcomes, such as sales and market share. For example, Inc. Magazine notes that “branded products invariably command a higher price than so-called "generic" or "store brands"—even when the product is itself a commodity like sugar. In such cases the higher price is due almost entirely to the power of the brand. ” Professor Kevin Keller, of Dartmouth College, lists the following seven benefits of brand equity: The Best Tools for Consumer Insights: Lessons From Google BrandLab. The best RFPs, creative briefs, and content strategies have one thing in common: meaningful consumer insights.
Here, Global Director Kim Larson and Insights Lead Jason Klein, who work with hundreds of brands each year at BrandLab, share the Google tools that make it easy to find relevant consumer insights. Written by. About. Introduction to 100 disruptive brands Russell Parsons, Editor, Marketing Week The definition of disruption reads as a “disturbance or problems which interrupt an event, activity or process”.
STP. Luxury brands. Denmark Artist Jeppe Morgenstjerne's "Flag Stories" Infographic Examines the Design of National Flags. At their simplest level, national flags are banners that express pride and loyalty.
But if you take a closer look, a flag is a fascinating representation of a nation’s identity—from the colors and symbols used to the overall layout. “It's a very simple piece of design, and yet there are so many stories in it,” says Jeppe Morgenstjerne, a co-founder of the Denmark-based design agency Ferdio. “It’s telling of how the world has progressed.” He and fellow co-founder Birger Morgenstjerne recently created “Flag Stories,” an extensively detailed infographic breaking down the flag designs of the nearly 200 U.N.
-recognized countries. General Mills sets aggressive profit target, publicly segments products by their potential. General Mills continued to lift profits through cost savings, the company’s latest results showed Wednesday as executives unveiled an aggressive profit target and revealed products with the most growth potential.
Sales slid again in the March-to-May period, hurt chiefly by a decline in yogurt in the U.S. as well as some financial effects. But sales of cereal rose 3 percent, offering hope that a turnaround plan was paying off in General Mills’ signature business. The Golden Valley-based company’s profit doubled to $380 million in the three months ended May 29, the fourth quarter of its fiscal year. Executives said General Mills could do even better, telling investors that its operating profit margin would climb above 18 percent next year from just under 17 percent in the past year, and to 20 percent in 2018. Investors sent the company’s shares up 3 percent on the news. General Mills Segments Products By Potential 07/01/2016.
New York City Rebrands with New Tourism Website and Pictograms. New York City—arguably the most diversified city in the world—now has a cohesive visual language for its environs in a major rebrand launched with 250 pictograms.
The rebrand includes a newly designed website, NYCgo.com, and two new typefaces, NYC Sans and NYC Block. New capabilities and features include mobile-first, 200+ videos; real-time responsiveness to trending topics; integrated and contextual mapping; and member, partner and user-generated content. “We recognized that having an icon concept was a powerful tool for the city, especially in speaking to foreign audiences,” said Emily Lessard, Creative Director of NYC & Company, the marketing organization for the city of New York, in Fast Company.
Brand leaders, storytellers, digital evangelists : les nouvelles casquettes des dirigeants de demain… – The brandnewsblog l Le blog des marques et du branding. La vie d’un patron est-elle réellement plus dure ou plutôt moins dure que celle d’un salarié ?
Ah ah : je vous sens frémir… Mais rassurez-vous : l’objet de mon billet du jour n’est aucunement de ranimer le feu de la polémique déclenchée en début d’année par Emmanuel Macron¹. Je laisse aux partisans et aux détracteurs de notre Ministre de l’économie le soin de débattre de cette épineuse (et ô combien navrante) question. Classement Brandz: Google, la marque la plus puissante au monde. Chaque année, l'étude Brandz classe les 100 plus grandes marques internationales.
Cette étude réalisée par Millward Brown, l'un des plus grands cabinets d'études au monde, classe les marques selon leur valorisation. L'analyse du classement Brandz 2016 - publié par WPP et Millward Brown - indique que l'année a été stable pour les marques les plus puissantes au monde malgré une forte pression économique, notamment un ralentissement en Chine. La valeur totale des marques du Top 100 augmente ainsi de 3% en 2016, pour atteindre 3 400 milliards de dollars. Cette année, les marques qui innovent, et font la promotion de leurs innovations aux consommateurs à travers une expérience de marque réussie, telles que Google, Amazon et Facebook, ont cependant particulièrement réussi leur croissance.
Google reprend à Apple la première place du classement BrandZ 2016 grâce à son innovation continue, l'augmentation de ses revenus via la publicité et la croissance de ses offres cloud. Use This Awesome Web App to Make the Best Videos on YouTube. Ever felt the urge to launch a YouTube channel, only to find that the results don’t quite pass muster?
Astonished by the high production values of the other shows, and concerned how you will manage to find your own audience, lost in the shadows of the established, big budget sites? Now is the time to put those doubts aside. Facebook, Starbucks and Amazon are the fastest risers in this year’s BrandZ ranking. Amazon is this year’s biggest riser with a 59% increase in brand value. It also tops the retail category with a brand value of $99bn, coming ahead of Alibaba, which takes second place at $49bn, while The Home Depot claims third place place with a value of $36bn. Despite topping the retail category, Amazon’s play in other sectors has earned it much acclaim over the past 12 months. The brand won its first Bafta in the international category for the Amazon Prime original series Transparent, beating an entry for Narcos by Netflix and other popular shows on traditional TV channels.
SoLocal Group. Loyal Sponsors Stick With Maria Sharapova Despite Two-Year Ban. General Mills Woos Gen Y With First New Cereal Brand In 15 Years 06/08/2016. In an all-out effort to interest Millennials in eating breakfast cereal, General Mills is launching a new cereal brand called Tiny Toast. While the company has continued to launch new flavors and extensions of existing brands, and has brought others to market through licensing or partnerships, this is the first new cereal brand it has developed and brought to market in 15 years. General Mills launched the since-discontinued Harmony brand in 2001. The last brand it introduced that’s still on shelves is Basic 4, launched in 1991.
The new product is designed to appeal to Millennials’ demand for foods with natural ingredients that also deliver a flavor kick. BT and Dove climb in BrandZ most valuable UK brands ranking. Vodafone was once again deemed to have the greatest value of any UK-based brand. However, the international telecoms player’s BrandZ brand value dropped 4% year on year to $36.8bn, fewer than six times that of the world’s most valuable brand, Google, and only enough to place it 25th in the top 100 global brand ranking. Mirroring Vodafone’s fortunes, the total value of the top 10 UK brands fell by 8% on 2015 to $137bn.
This was in large part accounted for by troubles in the banking industry, with HSBC down 16% to £20.3bn and Barclays down 15% to $7.5bn, and the energy industry, with Shell down 21% to $15bn and BP down 18% to $10.6bn. Google and Levi’s Expand Tech Partnership With Smart Jacket.