Brand KPI 3

Setting Path to Growth

 Profit

Value Sales Value Market Size Value Share

Price Market Growth

Business
Objectives
Volume Sales Volume Market Size Volume Share

How many people buy? How much people buy?

Penetration Frequency Consumption Choice / Loyalty

Marketing Objectives
 By the end of today…

Business 
 Marketing 
 Communication 


Objectives Objectives Objectives

Change in Business Change in Behaviors Change in Mind

Sales Penetration 
 Awareness

Share (try, purchase) (TOM, Spontaneous, etc)
Growth Frequency / Consumption Key Attributes

Profit (Brand Equity)
Loyalty / Choice 

(switch, basket share)
Communication Objectives

Creative Communication
Awareness Key Attributes
Quality Awareness
 Awareness


Spontaneous
Top of Mind (TOM) Remember without aid (unaided)
Remember First in mind



Prompted / Aided
Remember with aid
 Awareness
Brand Awareness is a fundamental score of any advertising.

Always look to increase Brand Awareness

Especially Top of Mind (TOM) or at least, Spontaneous Awareness

Brand Awaresss is available in Brand Health Tracking by

Millward Brown.
Or any customized research that delivers the same report / methodology.
Communication Objectives

Creative Communication
Awareness Key Attributes
Quality Awareness
 Key Attributes
Key Attributes are a brand’s differentiated / important attributes that we want
consumers to remember of, in order to create advantage, build brand equity or drive
choice.

Attributes are consumers’ key drivers when making decisions in a specific category.

Brand 
 Consumer
Positioning Perception
(planned 
 (perceived 

brand image) brand image)

Key Attributes
(score well here)
Shampoo Category
Key Atributes
 Key Atribute KPI
When X-Men wants to attack ClearMen…

Have perfumed fragrance

Is effective against dandruff

 Key Attributes
A brand should stand for 1-3 key attributes that matter to business.
If you’re good at everything, you stand for nothing.
For example, X-Men has the best score at “Perfumed fragrance”, while ClearMen is
strongest at “Effective againts dandruff”.

To switch consumers (attack/affect choice), you have to score well

at attributes your key competitor is good at.
X-Men launch “Anti-dandruff” variant to fight ClearMen in anti-dandruff
segment, they have to set Communicaiton Objective to increase the score “Effective
againts dandruff”.

Key Attributes are available in Brand Health Tracking by Millward

Brown.
Communication Objectives

Creative Communication
Awareness Key Attributes
Quality Awareness
 TVC Quality
Bottom 30% Mid 40% Top 30%
Risky Satisfactory Outstanding
Persuation

Probable Failure Risky Satisfactory

Certain Failure Probable Failure Risky

Bottom 30% Mid 40% Top 30%

Awareness Index
enjoyment / active engagement / branding
Key Questions to Creative Quality

Message Recall
Do you remember what has been said in the TVC? Do you understand it?

Brand Recall
Do you remember what brand appeared in the TVC? In which category?

Purchase Intent
How much do you want to buy after watching TVC?
 TVC Quality

Pre-view
Test before launch the TVC

Post-view
Check after a period of airing.
Communication Objectives

Creative Communication
Awareness Key Attributes
Quality Awareness
Communication Awareness
Total
Communication In-store
Awareness TV Magazine Outdoor Radio activity

Brand A 47% 33% 68% 7% 9% 68%

Brand B 61% 52% 78% 17% 16% 74%

Brand C 36% 23% 65% 8% 10% 71%

Brand D 38% 24% 65% 5% 7% 66%

Brand E 37% 24% 60% 6% 5% 59%

Brand F 41% 29% 72% 7% 9% 67%

Brand G 60% 51% 80% 14% 14% 74%

Base: (4553) Base: Aware/Asked*

Communication Awareness
Brand A Brand B Brand C Brand D
Total
H2’11 H1’12 H2’11 H1’12 H2’11 H1’12 H2’11 H1’12
TBCA
Sources of Awareness
IN STORE
TV
Recommendation by pharmacist /
drugstore salesclerk
Recommendation by doctor
Recommendation by relatives /
friends / colleagues
PRINT AD
Outdoor (poster, billboards, public
transport)
TV LCD inside a building /
supermarket

Base: All respondents H2’11 (593)

H1’12 (565)
Communication Objectives
Simple Rules:

Brand Awareness
Do consumers remember our brand? Does Brand Awareness score increase?

Key Atrributes
Which attributes does our brand own or score well? Are those attributes important / in line with
our brand positioning?

Creative Quality
Does our TVC / print-ad / creative idea perform well?

Media / Channel Effectiveness

Do we perform well in channels we booked? Do they help increasing Communication Awareness?
 By the end of today…

Business 
 Marketing 
 Communication 


Objectives Objectives Objectives

Change in Business Change in Behaviors Change in Mind

Sales Penetration 
 Awareness
Share (try, purchase)
Key Attributes
Growth Frequency / Consumption
Creative Quality
Profit Loyalty / Choice 

Communication 

(switch, basket share)
Effectiveness