Presentation of a Methodology in Market Research and Brand Management: Use modelization to enhance your brand ROI.

1. Monitoring
Brand Assets®
By Pr. Philippe Jourdan
Promise Consulting Inc.
Confidential – April, 2014 © Promise Consulting Inc

2. Who are we?
Pr Philippe Jourdan / Promise Consulting Inc.
Monitoring Brand Assets
Fields of Expertise
To keep in touch

3. WHO ARE WE?
Promise Consulting is a Market
Research Institute dedicated to the
measurement and the optimization of brand
value & ROI
Pr Philippe Jourdan / Promise Consulting Inc.

4. Pr Philippe Jourdan
 HEC, PhD IAE Grenoble, 46 yo
 Associate Professor, IAE Paris
 Editor in Chief, RFM (Revue
Française du Marketing)
 CEO Promise Consulting
 30 articles in academic reviews
 3 books in market research
 20 years in brand management
 Both author and owner of the MBA modeling
Pr Philippe Jourdan / Promise Consulting Inc.
Promise Consulting

5. Pr Philippe Jourdan / Promise Consulting Inc.
A Dedication to Research & Innovation
Promise Consulting
7 Awards in 10 Years
3 Best Research Papers
For Innovative Tools and
Exceptional Methodologies
in Market Research
AFM Montreal (2000)
Esomar London (2006)
SMS, Strategic Management
Society, Miami (2011)

6. Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch

7. Pr Philippe Jourdan / Promise Consulting Inc.
What are Brand Assets?
Awareness
Image / Attractiveness
Differentiation
Purchase / Loyalty
Growth / Expansion
MBA®: Monitoring Brand Assets

8. MBA®: Monitoring Brand Assets
Modeling the Brand Performance using PLS
Pr Philippe Jourdan / Promise Consulting Inc.
Ability to
generate
purchase /
loyalty
Ability to
grow /
expand
BV
(attitude)
BV
(usage)
Ability to
attract
the consumer
Ability to
differentiate
Ability to
engender
awareness

9. Pr Philippe Jourdan / Promise Consulting Inc.
MBA®: Monitoring Brand Assets
A “3 STEPS” APPROACH
#2- MODELING
WHICH LEVERS WILL
INCREASE MY BRAND
IMPACT IN THE MARKET?
#1 - MEASURING
WHAT’S MY CONSUMER-
BASED BRAND VALUE
COMPARED TO MY
COMPETITORS?
#3- SIMULATING
WHAT’S THE OPTIMIZED
MARKETING MIX TO RAISE
MY BRAND
PERFORMANCE IN THE
MARKET?

10. Pr Philippe Jourdan / Promise Consulting Inc.
Awareness
Extent to which a brand is
recognized by potential customers
and is correctly associated with a
particular product.
MBA®: Monitoring Brand Assets

11. Pr Philippe Jourdan / Promise Consulting Inc.
Image / attractiveness
The impression in the
consumers’ mind of a brand
total image (real and
imaginary qualities as well as
shortcomings and associations).
MBA®: Monitoring Brand Assets

12. Pr Philippe Jourdan / Promise Consulting Inc.
Differentiation
Real or perceived benefit of a good or service that
differentiates it from the competing brands and
gives a reason to prefer it over other brands.
MBA®: Monitoring Brand Assets

13. Pr Philippe Jourdan / Promise Consulting Inc.
Purchase / loyalty
Ability to be purchased and
repurchased at a higher rate
than the competing brands.
MBA®: Monitoring Brand Assets

14. Pr Philippe Jourdan / Promise Consulting Inc.
Grow / Expand
Capacity to expand thanks to a
positive WoM & ability to be an
inspirational brand in its market
MBA®: Monitoring Brand Assets

15. MBA®: Monitoring Brand Assets
The Brand Value of the Competing Brands
Rk Index Rk Index Rk Index Rk Index Rk Index Rk Index
BRAND A 1 281 1 367 3 151 4 155 1 360 1 358
BRAND B 3 128 2 200 5 110 8 61 2 129 7 62
BRAND C 6 95 4 146 7 74 11 39 3 120 10 31
BRAND D 4 107 7 36 4 128 3 159 4 119 3 155
BRAND E 2 158 3 164 1 192 1 192 6 83 2 173
BRAND F 7 70 5 60 9 59 7 64 5 93 5 80
BRAND G 5 100 6 45 2 163 2 172 8 54 4 99
BRAND H 8 53 8 36 10 51 9 57 7 66 6 68
BRAND I 9 47 9 22 6 89 6 79 9 30 11 2
BRAND J 10 39 11 11 8 59 5 80 10 26 8 41
BRAND K 11 23 10 13 11 24 10 43 11 20 9 31
BRAND EQUITY
INDEX
Ability to
grow/expand
Ability to engender
awareness
Ability to attract
the consumer
Ability to generate
purchase/loyalty
Ability to
differenciate
A fair awareness
positioning but
perfectible.
A clear, positive image
but that may lack
strengths
A high ability to differentiate,
explained
by the good evaluation

16. MBA®: Monitoring Brand Assets
From Awareness to Purchase and Loyalty
BRAND A BRAND B BRAND C

17. Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch

18. Pr Philippe Jourdan / Promise Consulting Inc.
Retail & manufacturer’s brands
Fashion & beauty
MBA® : Monitoring Brand Assets

19. Pr Philippe Jourdan / Promise Consulting Inc.
… sorted by Group
Fashion & beauty
[A] [G] [R]
ALBION CO. LTD. GIANNI VERSACE SPA RICHEMONT
ARMANI GOYARD ROBERTO CAVALLI SPA
BEIERSDORF [H] [S]
BOLTON GROUP H51 / HOLDING HERMES SHAW-LAN WANG
BPI / BEAUTE PRESTIGE INTERNATIONAL HERMES SHISEIDO
BURBERRY [I] SISLEY / FAMILLE D_ORNANO
[C] ILLAMASQUA LTD [T]
CHANEL SAS INTERPARFUMS TAEPYEONGYANG CORP / AMORE PACIFIC
CLARINS / FINANCIERE FC SA / FAMILLE COURTIN [J]
COTY / LABELUX JIMMY CHOO
[D] [L]
DIEGO DELLA VALLE L'OREAL LUXE
DOLCE & GABBANA LVMH
DR PERRICONE [M]
[E] MANOLO BLAHNIK LTD
ELIZABETH ARDEN MAYHOOLA FOR INVESTMENTS SPC
ESTEE LAUDER [P]
[F] POLO CORPORATION
FERRAGAMO PPR / KERING
PRADA
PROCTER & GAMBLE
PUIG / PACO RABANNE
MBA® : Monitoring Brand Assets

20. Pr Philippe Jourdan / Promise Consulting Inc.
Who are we?
Monitoring Brand Assets
Fields of Expertise
To keep in touch

21. Pr Philippe Jourdan / Promise Consulting Inc.
Promise Consulting
Thank you and let’s keep in touch!
http://facebook.com/promiseinc
http://whatsnewinmarketing.blogspirit.com
http://promiseconsultinginc.com
@pjourdan1967
Philippe.jourdan@jplconsulting.fr