1.

Brand Growth Strategy…

How Does it Apply to Ireland? Maureen van Wijk - Millward Brown Ireland

2.

A Revolution in Tracking

is needed…

3.

We know it works...justification to the business

-100.0%

0.0%

100.0%

200.0%

300.0%

400.0%

Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11

Stengel Top 50 S&P 500

+393.0%

-7.9%

Strong Brands outperform the S&P top 500 so it is crucial to

understand how our brands are performing, and how they can improve

4.

…Looking at the growth potential

of some brands in Ireland..

5.

What’s best for your brand in terms of growth potential?

We have Irish data available and have run 11

categories with 4,500 respondents.

Study is run in cooperation with our WPP

agencies in Ireland

6.

So…let’s look at an example

7.

Eddie Rocket’s relevance in the Irish market drives its

potential for the future

Power 21 8 8

Potential 99 41 78

158 179

289

125 92

117 153

110

55

Average 100

Meaningful Different Salient Meaningful Different Salient Meaningful Different Salient

8.

McDonald’s vs. Eddie Rocket’s – Business Questions..

• Q: What role should McDonald’s play in the category?

• McDonald’s is a clear market leader. Its strong power score is firstly driven by

its very high salience. This contributes to one third of its Power score.

• It also has a high perceived differentiation potential, hence the brand has the

authority, and needs to constantly innovate, as it is performing

very well on meeting its customer needs.

• Q: What brand dimensions should Eddie Rocket’s focus on to grow

share?

• Eddie Rocket’s, for its size, has a very strong brand power, driven by

its relevance in Ireland.

• A key priority growth would be to drive salience (partly related to

distribution).

9.

Another example: Car Brands

10.

POWER

Brands with a HIGH BRAND

POWER SCORE are those

that consumers are more

likely to buy…

VOLUME BOUGHT

(index to average)

LOW

(bottom

1/3rd of

brands)

MEDIUM

(middle

1/3rd of

brands)

HIGH (top

1/3rd of

brands)

Brand equity can be summarised into one number, the

Brand Power Score - a holistic measure of the volume

share which should be delivered by equity

11.

Mark

et

share

Brand Power share

Brand Power converts to market share

at market average rates: an increase in

brand power is likely to result in

increased market share

Brand Power underleveraged:

Potential to unlock greater share

Stronger share performance

than brand Power

Brand Power can be compared to market share in order

to identify different actions to grow those brands

12.

Ford has a higher share than its equity, whereas Audi,

BMW and Mercedes have potential to unlock their

stronger equity

13.

128

165

96

145

107

150

113 89

177

Both Ford and Toyota lack differentiation – but Ford beats

Toyota on salience. Audi really stands out through ‘unique’

as well as ‘dynamism’

Index across all cars in Ireland 2013

Average 100

Meaningful Different Salient Meaningful Different Salient Meaningful Different Salient

14.

So what would we recommend to:

• Maintain the strong awareness (177).

• Show your target how this car is different from its

competitive set (“feeling different”).

• Once differentiation is increasing there might be

potential to increase price…

• Maintain strong scores on meaningful and in particular

differentiation (uniqueness + dynamism):

• Build upon the Salience index– which could be through

increasing effective spend, distribution or other sales

activation activities

15.

…A Quiz..

16.

Top 3 per category – Power!

Financial

Providers

1.

2.

3.

Beer/Cider

1.

2.

3.

Cars

1.

2.

3.

Comms

Providers

1.

2.

3.

Confectionery

1.

2.

3.

Fast Food

1.

2.

3.

Grocery

1.

2.

3.

Hot Drinks

1.

2.

3.

17.

Top 3 per category – Power!

Insurance

1.

2.

3.

Soft Drinks

1.

2.

3.

Spirits

1.

2.

3.

18.

THANK YOU!