Page 114 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part4 | TheIndiaTop50-BrandZTMAnalysis
BrandZTM Analysis: Definitions
Unique methodology assesses brand equity and competitive possibilities
BrandZTM measures brand equity with three primary metrics that assess how consumers view brands as Different (unique or trend setting), Meaningful (meeting needs and inspiring love) and Salient (being top of mind).
TffTfTfCombinations of these metrics
drive three attributes that produce competitive advantage: Brand Premium (the consumer willingness to pay
more for perceived value, which yields
a higher margin) Brand Power (the consumer predisposition to choose a brand and drive sales volume) and Brand Potential (the sustainability of Brand Premium and Brand Power over time).
This multi-faceted consumer view of brands results in Brand Contribution, the consumer- centric and validated proportion of sales and margin directly attributed to the brand alone excluding all other factors.
All these metrics are derived from
the unique and proprietary BrandZTM database, the world’s largest consumer- focused source of brand equity knowledge and insight. The BrandZTM database covers 100,000 brands in 400 categories across 50 country and regionalmarkets.Perpetuallyupdated, the database includes more than three million consumers and yields over 4.5 billion data points.
BrandZTM key brand equity metrics
BrandZTM measures brand equity with three primary metrics. Combinations of these metrics drive three attributes that produce competitive advantage. This multi-faceted consumer view of brands results in Brand Contribution, which is the influence of brand alone, excluding any other factors, on future earnings
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Unique/ Set Trends
Meet Needs/ Love
(Unaided) Top of Mind
DIFFERENT MEANINGFUL SALIENT
BRAND CONTRIBUTION
Source: BrandZTM/MillwardBrown
fBRAND PREMIUM
Mainly DIFFERENT & MEANINGFUL
BRAND POWER
Mainly MEANINGFUL & SALIENT
BRAND
POTENTIAL
A Mix
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