文档介绍：Brand Attitude Survey H2 2009 Country Report
Issue Date : Dec, 2009
China
l. Overview
ll. CTV
lll. HHP
Contents
I. Overview
1-1. Objectives
1-2. Analytic framework
1-3. How to measure KPIs
. Feasibility of new KPIs
. Key measurements & Action standard
1-6. Research Design
Objectives
BAS was implemented to help improve petitive power of the Samsung brand by measuring consumer attitudes on:
- Brand status and dynamics through the consumer purchase journey
- Key drivers of brand health
BAS has evolved in 2009 to provide new KPIs and measures that better reflect business results, and to provide better guidance for marketing planning with more concrete actionable insights for improving KPI’s - KPIs: Unaided Awareness (Top3%), Most Preferred (Single Answer) - Key measures: Brand Equity (BE), Market Experience (ME) Brand Purchase Intention (BPI), Post Purchase satisfaction - Holistic framework (Brand model and consumer purchase journey) reflecting the durable category
The more these work together, the stronger the brand
Brand Salience
Brand Preference
Brand Purchase
Unaided awareness (Top3%)
Most preferred brand (Single answer)
Purchased brand
Brand Equity (BE)
Market Experience (ME)
Brand Purchase Intention (BPI)
Functional
Emotional
Judgment
Feeling
Performance
Imagery
Product experience
In-store experience
Product performance
Sales activity
Design
Service
Price
Availability
Channel Impact
Brand Association
TBCA sources
KPI
Key Metrics
Driver
Analytic framework
How to measure KPIs
Unaided Awareness (Top3%)
☞ Q: Thinking about TVs, which es to mind first? What other brands of electronic e to mind when you think about TVs?
☞ A: Samsung, Sony, LG, Panasonic, Philips
Samsung
Sony
LG
Panasonic
Philips
TOM
UA
Most Preferred (Single answer)
☞ Q: Among all the brands that you are aware of (ALL the BRANDS answered as "being aware"), which brand do you prefer the most?
☞ A1: Samsung
☞ A2: Sony
☞ A3: Samsung
☞ A4: L