Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves this problem. After a year of academic research involving reading and evaluating all the publications related to brand metrics, we have developed a new model consisting of 3 dimensions: Energy, Essence and Experience of the brand. With this type of model we can tell companies where their brand is, how improving this metric will help business, and how to achieve it - both in terms of content and in terms of the way the brand is experienced.
Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves this problem. After a year of academic research involving reading and evaluating all the publications related to brand metrics, we have developed a new model consisting of 3 dimensions: Energy, Essence and Experience of the brand. With this type of model we can tell companies where their brand is, how improving this metric will help business, and how to achieve it - both in terms of content and in terms of the way the brand is experienced.
This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system through time, without launch of new products nor significant changes in key variables of currently existing products (distribution, price, promotions); and the instability of the system caused by the launch of a new product or significant change in key variables from any currently existing product. The paper analyses the role of advertising for each of these two cases.
The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in the same study: the brand, the consumer and the media.