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What are the key metrics to measure Brand: Brand Awareness: ability to recall all products and services Other perception Metrics: Differentiation, Relevance, Image profile, Personality, Purchase intention. Performance Metrics: Advertising expenditure, Share of Voice, Product placement, Sponsorship.

What makes strong brands succed:Meaningful difference and emotional resonance, Strong market presence and execution, Adding real value to people’s lives.

To maximise brand value you need:The right strategy, The right execution, The ability to respond to opportunities and threats

Brand Equity: A brand is a group of associations in the mind of the consumer. Brand Equity: the importance of this value is determined by the ability of brand associations to ‘predispose’ consumers to choose one brand and not another or pay more for it now and in the future. the future.

Brand Awareness : Is the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. Different ways to measure awareness: Spontaneous/ Unaided:  measure of the number of people who express knowledge of a brand without prompting.Prompted/ Aided awareness: percentage of respondents who claim the brand after having been shown some stimulus.Top of mind: refers to a brand being first in customers’ minds when thinking of a particular industry or category.Familiarity: level of brand awareness, from “I only know it by hearsay” to “know it a lot” or “being customer“.

Brand Image: Identify whether your brand has a distinctive personality/emotional space it occupies:Identify the emotion in your brand compared with competitors. Understand whether your brand is differentiated or not, in the market. Understand brand positioning shifts over time and whether these are shifting your brand in the right direction.

How is brand equity built?Step 1: Financial Value: Financial data of balance sheet and P&L reports, Step 2: Brand Contributio: Consumer evaluation. Step 3: Brand Value

Brand building: Brand building is about selling. It’s about revenues and cash flow, but it’s about durable revenues and cash flow, over longer time periods

What is Corporate Reputation: “Perceptual representation of a company’s past and future actions expectations it generates and that describes the general attractiveness of the company among its different audiences compared to its rivals”.

The Importance of Reputation: Customers buy your products, Policymakers and regulators give you a license to operate, The financial community invest in you.

Most well-known Corporate Reputation rankings: America most admirated companies, Britans most admired companies, Reptrak, merco

Online Reputation: Online brand reputation is the image of your company seen by the internet users. Various factors like online reviews, consumer forums, news articles, social behavior, and visibility in search results impact corporate reputation.

Listening tools:Current Digital “Listening” ToolsConstant noisy data flow focused on social volume and sentiment. Data is not organized by importance and can cause an artificial sense of crisis – too much to filter through to determine what is important

Online reputation:Organizes digital intelligence (beyond social) into the most important themes providing a clear sense of impact.

Customer satisfaction: is a measurement that determines how happy customers are with a company’s products, services, and capabilities.

Net Promote Score (NPS): helps measure loyalty by asking your users their willingness to recommend your brand to their peers and loved ones. NPS = % Promoters- %Detractors

Customer Effort Score (CES): is a single-item metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased/returned, or a question answered.

Customer Satisfaction Score (CSAT): It measures satisfaction using a rating scale question that asks survey takers to rate their satisfaction level with their product or service.

Customer Churn Rate (CCR): indicates the percentage of customers your organization lost over a period.

Importance of Customer Churn Rate (CCR): Losing the existing customers will cost even more for the business or the organization. The competition in any market is on a rise. The most essential step toward predicting customer churn is to start awarding existing customers for constant purchases and support.

Importance of Customer Reviews1) Better understand your Customers & Improve Customer Service, 2) Credibility & Social Proof, 3) Puts large and small companies on the same level, 4) Allow Consumers to Have a Voice and Create Customer Loyalty.

What’s the difference between relationship and transactional surveys?Relational NPS surveys are used to determine a customer’s loyalty to a company/brand. These types of surveys ask customers to consider the overall experience and satisfaction they have with an organization and are typically carried out at regular intervals. Transactional NPS surveys, on the other hand, investigate the experience a customer has had within a specific interaction or transaction. This survey is designed to measure customer satisfaction with a company segment in order to improve it.

Customer segmentation: Segmenting customers is very useful in order to prioritize corporate activities and resources.