蓋洛普（中國）有限公司劉啟明經理演講稿.PPT18

Gallup Brand Equity Audit  Presented to Marketing Research Association of China Members Meeting, July, 2000

Who We Are Today
GALLUP CONSULTING
GALLUP.COM
The Gallup Path to Business Outcomes

Gallup Brand Management Practice
Gallup Brand Equity is the Consumer Equity part of Brand Equity
BRAND EQUITY:  CONCEPTUAL MODEL
Gallup Brand Equity Audit
Four stages in an equity audit:
Stage 1: Brand Profiling
Array performance of Brand vs. Competition on each of five components of brand equity:
Presence
Position
Experience
Value
Loyalty

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