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Digitally EnhancedStefan Andrei
Brand Pulse
in brand evaluation context…
ROI can be measured through Brand Equity
Premise: Brand Equity is less about what the brand is worth and more about what the brand can do for revenue and sales
two ways to measure return on investment is:
ROI = (present equity – past equity)/ cost of investment
ROI = (channel equity – overall equity)/ cost of investment
or…
What Brand Pulse Stands For?
Brand Pulse represents brand tracking 3.0
It was designed by BBDO brandpeople and it is created for: the newcommunication paradigm paid –owned - earned media; thetechnology (online) era
Why is Brand Pulse the 3.0 of brand tracking?
EngagementOnline vs.
Offline Brand Equity
Online WOM
Engagement is apowerful predictor ofbrand purchase andloyalty
Digital age requiresdigital tracking ofbrands
What is the BUZZ created byyour communication efforts,is there one? is it negativeor positive?
Brand Pulse Schematics
1. Brand Performance
2. Advertising Evaluation
3. Brand Positioning
4. Brand Equity
Brand pulse is an efficient model to measureCAMPAIGN RESULTS, BRAND PERFORMANCE and BRAND EQUITY
Brand Performance Brand
Performance
Brand awareness
Familiarity
Trial
Usage
Most used
Future intention
Advertising awareness (offline vs. online)
Ad recall
Ad recognition
Brand engagement
• Involvement
• Influence
• Intimacy
• Interaction
Advertising Evaluation
Brand Positioning
Brand image
Brand identity
Perception gap
First: we see how it is
Second: we establish how we would like it to be
Third: we see the difference between
them
Brand Equity
Relevance
Uniqueness
Quality
Familiarity & Popularity
Online WOM
Action & Engagement
Media contributors to Brand Equity
BRAND EQUITY
OFFLINE• TV, Radio, Print, OOH, BTL
• Offline WOM & BUZZ
• Mobile
ONLINE
• Web banners, text ads
• Applications, games, online contests
• Social media communities
• Email advertising
• Adware
• Mobile
Exact Digital Capabilities
National representative
panel
Over 40.000 members
Quarterly verified
Continuous recruitment
P.O.E. media contributors to Brand Equity
Paid & Owned
OFFLINE
TV, Radio, Print, OOH, BTL
Mobile
ONLINE
Web banners, text ads, applications, games,
online contests, social media, email
advertising, adware, mobile, site, blogs
Earned
OFFLINE: WOM & BUZZ
ONLINE: WOM in social media, forums,
RSS sites & blogs
Brand Pulse is a consequence of multichannel marketing
What it does different?BP disseminates between channels
e.g. online vs. offline
Dissemination funnel according to online advertising
Beer consumers
Online beer consumers
Have seen online beer advertising
Members of a brand community
Dissemination funnel according to online advertising
Beer consumers
Beer consumers…
- at least once per week;
Online beer consumers
surf the internet at least 4-5 times per week
Have seen online beer advertising
web banners, text ads
applications, games, online contests
social media communities
email advertising, adware, mobile
Members of a brand community
fans of a Facebook or Twitter brand page
Equity Thresholds
Stage 1
Advertising awareness questions
Stage 1a
Specific advertising awareness questions
Stage 2
Online users vs. off liners
Stage 3
Equity for brand communities
Thank you!
Your Contact
Stefan Andrei, Marketing ManagerTel.: 0745.388.986; E-mail: [email protected]
