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Two key measures of a product's 'popularity' are penetration rate and penetration share. The penetration rate (also called penetration, brand penetration or market penetration as appropriate) is the percentage of the relevant population that has purchased a given brand or category at least once in the time period under study.
Marketing Creative: Even without a change in strategy, better creatives can improve results. Without a change in strategy, AFLAC was able to achieve stunning results with its introduction of the Duck campaign. With the introduction of this new creative concept, the company growth rate soared from 12% prior to the campaign to 28% following it.
Return on brand can be applied in several branding assessment models: The approach of T. Munoz and S. Kumar, who propose to build a branding assessment system based on three classes of metrics (perception metrics, behavioral metrics, financial metrics), which make it possible to evaluate branding effectiveness.
With "today's fragmented media world" the value of GRP is, according to the Advertising Research Foundation's Journal of Advertising Research, even greater than in the pre-Internet era. [6] Since "the required frequency changes with the product and the competitive climate it is in", [ 2 ] the purpose of the GRP metric is to measure impressions ...
While the net promoter score has gained popularity among business executives and is considered a widely used instrument for measuring customer loyalty in practice, it has also generated controversy in academic and market research circles. [2] Scholarly critique has questioned whether the NPS is at all a reliable predictor of company growth. [15]
The brand development index or BDI quantifies how well a brand performs in a market, compared with its average performance among all markets. [1] That is, it measures the relative sales strength of a brand within a specific market (e.g., the Pepsi brand among 10–50-year-olds). [2]
A report titled "Global B2C E-Commerce and Online Payment Market 2014" indicated a decrease in overall growth rates in North America and Western Europe, even as absolute growth numbers rose. The UK Market Research Society (MRS) listed the top social media platforms primarily used by millennials are LinkedIn , Facebook , YouTube and Instagram .
The speed at which consumers nominate a given brand is an indicator of brand's visual salience. This type of research can provide valuable insights into the effectiveness of packaging design and brand logos. [32] Metrics used to measure brand effects are collectively termed AAU metrics (Awareness, Attitudes and Usage). [33]
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