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11三月2024蓋洛普有限公司劉啟明經(jīng)理演講稿

WhatWeDoSince1935

3/11/20242WhoWeAreTodayGALLUPCONSULTINGGALLUP.COM

3/11/20243TheGallupPath

toBusinessOutcomesEND3/11/20244ENDTHEGALLUPPATHENTERHEREIDENTIFYSTRENGTHSTHERIGHTFITGREATMANAGERSENGAGEDEMPLOYEESLOYALCUSTOMERSSUSTAINABLEGROWTHREALPROFITINCREASESTOCKINCREASE3/11/20245GallupBrandManagementPracticePATHNEXTEND3/11/20246GallupBrandEquityistheConsumerEquitypartofBrandEquity2693371555EntrenchedAverageShallowConvertibleAvailableAmbivalentWeakStrongBrandEquityCustomerEquityMarketEquity=accesspoints+branches+mediaspend+pricing+etc.3/11/20247BRANDEQUITY:

CONCEPTUALMODELBrandLoyaltyBrandPositionBrandPresenceBrandValueBrandExperience

GallupBrandEquityAuditFourstagesinanequityaudit:Stage1:BrandProfilingArrayperformanceofBrandvs.Competitiononeachoffivecomponentsofbrandequity:PresencePositionExperienceValueLoyaltyPATHNEXTEND3/11/20249

GallupBrandEquityAuditFourstagesinanequityaudit:Stage2:DriverAnalysisDeterminethemannerinwhichthekeyexperience-basedandcommunications-basedcomponentsinteracttodriveloyaltytotheBrand.Stage3:QuadrantAnalysisArraytheimportanceofeachBrandLoyaltydriveragainsttherelativeperformanceoftheBrandvs.Competitiononthatdriver.Result:prioritiesforactiontoimproveBrandLoyaltyandenhanceBrandEquityPATHNEXTEND3/11/202410

GallupBrandEquityAuditFourstagesinanequityaudit:Stage4:LoyaltySegmentationTheoptimummarketingmixandpricesensitivityTheappropriatestrategystanceofthebrandCompetitivethreatsandopportunitiesThedirectionoflikelymarketsharechangesPATHNEXTEND3/11/202411GallupBrandEquityAuditCaseStudiesPATHNEXTEND3/11/202412

GallupBrandEquityAuditCaseExample:BrandAdotcomcompanyHeavilyadvertisedChallengerbrand

Stage1,Stage2,Stage3andStage4AnalysesPATHNEXTEND3/11/202413

GallupBrandEquityAuditRelativeperformanceonselectedsamplecomponentindicesStage1:BrandProfiling(BrandAvs.Competition)HighLowPATHNEXTEND3/11/202414PresenceLOYALTY+++ValueExperienceSatisfactionBrandAdIntenttoRepurchaseAdvocacyUsageFrequency++PositionQualityExclusivityVariety+++

GallupBrandEquityAuditStage2:DriverAnalysis(BrandA)PATHNEXTEND3/11/202415

GallupBrandEquityAuditStage3:QuadrantAnalysis

(BrandA)Importance(asLoyaltyDriver)Performancevs.CompetitionPosition(OccasionSuitability)Position(Exclusivity)UnaidedAdAwarenessPosition(RangeofOfferings)Position(Quality)UnaidedBrandAwarenessExperience(Satisfaction)POSNEGLOHIPATHNEXTEND3/11/202416TargetcustomersofbrandXCurrentCustomers(Usesofbrandx)N=438Committed(52%)Complacent(25%)Transient(11%)Switchers(12%

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