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Measuring ideas
Measuring ideas
Traditionally, these five things are measured:
SATISFACTION DO THEY HAVE A POSITIVE EXPERIENCE? LOYALTY WOULD THEY RECOMMEND YOU TO FRIENDS?
Measuring ideas
The advertising agency Y&R has a methodology called BrandAssetTM Valuator which measures four things and combines them to measure the strength of the brand:
YOUNG-RUBICAM.DE
Measuring ideas
WPP surveys over 150,000 consumers each year to build its BrandZ database, which measures these five things in its BrandDynamics Pyramid:
WPP.COM
Measuring behaviour
Measuring behaviour
Three typical behaviours to track are:
REVENUE
Measuring value
Measuring value
Tim Ambler of London Business School has defined a brand as an upstream reservoir of future cashflow On this view, the value of a brand can be measured by combining its strength or equity with the likely future revenues it will generate Three agencies use sophisticated techniques to create dollar valuations for the worlds biggest brands Their latest figures are on the next page
BrandZ 2013
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Apple 185 Google 114 IBM 113 McDonalds 90 Coca-Cola 78 AT&T 76 Microsoft 70 Marlboro 69 Visa 56 China Mobile 55
Measuring value
The next step in brand measurement is to find a way to quantify a brands social impact, as well as its commercial impact the two dimensions we explored in week 2.