Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.
Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.
Facing a global economic crisis context, where many competitors have shrunk their revenues, Latin America shows very strong brands, which help reduce the impact on unfavourable macroeconomic conditions. How is this possible? Which are the common characteristics? Which brands have been consistent over time, being able to boost brand value?
Multicultural targeting is every global brand's dream. The market research firm Fresh Intelligence has developed a 'Glocalization Score' to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to identify leading country specific and brand-specific values. The 'Glocalization Score' model was developed to measure the correlation of brand values to country values. Strong significant correlation between Glocalization Score and Brand Strength illustrated that a brands' glocalization is critical for success, and glocalization efforts can be easily measured by research professionals.
How much should I pay for an event or sponsorship? Is there a reliable and comprehensive decision support system that can help companies in decision making process with regard to events sponsorship buying? Events sponsorship valuator makes research and market data, coming from several sources, actionable to the company in order to provide this answer, considering both the media equivalent value in terms of visibility and added value in terms of consumer engagement and therefore brand values.
The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern consumer climate. More specifically they verified the perception of authenticity among young consumers. In this presentation a new definition of authenticity is constructed. Since youth are the consumers of tomorrow, how this definition affects the way market researchers will interact with this new generation of respondents is illustrated.
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the method of conceptualising and measuring attitudes by applying the models of Fishbein and Ajzen, lead to basic findings about the importance of the perception and evaluation of sustainability in the social environment of customers. The psychological impact of a brand, and thereby the impact of sustainability on the purchasing decision, is the basis whereby one calculates the Brand Equity by using a certain formula and so to sustainability as a monetary brand value.