盖洛普之品牌咨询体系

TheGallupOrganizationBRANDEQUITYandBRANDBRANDEQUITYandBRANDLOYALTYLOYALTYMeasurementfortheManagementofBrandsMeasurementfortheManagementofBrandsTheGallupOrganizationTheGallupOrganization““BrandEquityBrandEquity””?Value-AddedbyBrand(vs.unbrandedproduct/service)?LeverageableperceptualassetsassociatedwiththeBrand?AbilityofBrandtocommandapremium:§Price§Effort§TravelTheGallupOrganizationManagementofManagementof““BrandEquityBrandEquity””inpursuitofacorporategoal:inpursuitofacorporategoal:SustainablegrowththroughthecreationofloyalcustomersTheGallupOrganization““BrandEquityBrandEquity””FinancialValuePerceptualValuePerceptualValueTheGallupOrganizationBrandEquityMeasurementBrandEquityMeasurementChallenge:1.Defineanddimensionalizewhatis“owned”2.IdentifykeyelementsforperiodicreassessmentTheGallupOrganization““BrandEquityBra