NONE: Re: ONLINE-ADS>> P&G/branding
Re: ONLINE-ADS>> P&G/branding
Rob Frankel (rob_at_robfrankel.com)
Wed, 2 Sep 1998 18:08:45 -0500 (CDT)
At 6:27 PM -0500 8/31/98, TLee_at_webcmo.com wrote:
>Can we measure branding effects? My answer is Yes. We may measure
>the branding effects of an ad campaign by comparing the brand
>awareness between those who have seen the ad and those who
>haven't seen the ad.
Umm, no. That's awareness again. For all you number freaks, the ultimate
test of branding is when you sell your company at a higher multiple than
your competitors'. Other than that, the test of branding is in your
ability to grow and maintain market share, along with the ability to
command a higher price.
>
>There is another way to measure the branding effect. It is called
>Discrete Choice modeling. In this method, a researcher put
>consumers in a real shopping situation and let a respondent
>choose from different brands with varied prices. By estimating
>the choice model, a researcher is able to identify the relative
>brand strength (or brand equity) of each brand in the study. We
>can really call this brand effect as brand equity because we are
>able to calculate exactly how much brand A is higher (in terms
>of money) than brand B.
Yes, this is often a great tool for those brand-doubters that simply must
back every decision with quantifiable evidence. Unfortunately, not all of
them ar willing to spend for such validation studies.
>If you want to know how such Discrete Choice model works and how
>we calculate the branding effects, please visit
>http://www.WebCMO.com/mis/survey.htm and participate in the
>survey "how do you choose laundry detergent". We will send you
>the survey report when it is done.
Isn't this a seriously skewed piece of research? Or is this survey
specifically dedicated to online advertising types?
Rob Frankel
Big Time Branding (SM) http://www.robfrankel.com
Business Opinion Columnist, Ziff-Davis Internet Business Magazine
Subscribe to FrankelBiz for FREE at:
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