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Making Great Brands GBQ:35 Brand Equity Model

Internal & External Brand Building & Equity Measurement Presented by Power Decisions Group San Francisco, CA


GBQ:35 Brand Equity Model 3 Brand Components * 5 Great Brand Qualities GBQ:35 Our proprietary model developed over decades of research and observation. It’s a comprehensive measure of brand equity and brand impact that evaluates the 5 Great Brand Qualities within the 3 components of brand.

3 Brand Components

5

X Great Brand Qualities 2


3 Brand Components GBQ:35 Brand Equity Model

First, GBQ:35 says brand has three core components: 1. Value Bundle

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tangible and intangible values delivered from features & benefits

2. Promise

stated or implied core promise made to the customer

3. Brand Picture

sensory brand representations, ads to logos

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5 Great Brand Qualities GBQ:35 Brand Equity Model Then, we’ve distilled the common essence or qualities that all great brands seem to have in common. We found five. These are Great Brand Qualities [GBQ] that all winners demonstrate.

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Contact Consistent

Connection

Leadership

Focus

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GBQ:35 … Great Brand Qualities

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Contact Making contact with the customer and prospects via all media, personal and mass communications. Consistency Consistent means “staying the course” time after time, having little variance from one brand experience to the next. Consistency builds trust, reliability, and loyalty. Making contact with the customer and prospects via all media, personal and mass communications. Focus Focus means concentration of effort as summed up in the phrase “doing a few things well”. It also means not confusing the customer. Connection Connection means connecting with a person, a living breathing human being, not a segment, or a target. This connection can either be emotional or intellectual. We see evidence of “connection” as brand enthusiasts surface. Leadership A great brand establishes leadership somewhere, on some beach head. It may be product innovation, or it may be the compelling sincerity of its promise, or the dynamic force of its name and voice .

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GBQ:35 Matrix Comprehensive. Intuitive. Comparative. Measurable. The GBQ:35 Matrix provides a consistent, comparative, and quantitative brand equity measurement structure. Custom brand measures are overlaid to ensure sensitivity to your brand and category characteristics. The GBQ:35 allows scoring on the 5 GBQ dimensions and the 3 components of brand, as well as a composite score.

Contact

1. Value Bundle[VB]

Consistent

5 Focus

Connection

Leadership

VB1

VB2

VB3

VB4

VB5

2. Promise[P]

P1

P2

P3

P4

P5

3. Brand Picture[BP]

BP1

BP2

BP3

BP4

BP5

3

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Mapping Internal & External Brand Positions GBQ:35 Map

A full

GBQ:35

evaluation may be conducted both internally within the brand organization, and externally among customers and prospects. We then compare internal management perceptions with those in the marketplace.

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Marketplace Brand Mapping Brand maps allow us to “see� brands in a 2-dimensional space that correlates and condenses many different measurements about the customer and brand attributes, including GBQ:35 ratings. Reduces large quantities of data and shows brand positions in competitive space in relationship to each other and in relationship to brand attributes and segments. Brand maps are constructed using advanced analytic methods such factor analysis and MDS scaling.

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Summary of Our Brand Equity Approach

We understand brand. First, we assess your brand decision cycle. Know how brand equity fits into decision making. Focus on your creative development and decision requirements. Uses both Classic and Leading Edge online research tools.

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Summary of Our Brand Equity Approach

Our brand equity model: the Great Brand Qualities Matrix [GBQ:35] is robust and drives both qualitative and quantitative design. Advanced analytics enable us to reduce complex data sets to “easy to see� marketspace maps and other intuitive data displays. Our brand equity analysis underpins our views and recommendations we make along the way as we collaborate.

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….more about Power Decisions Group More information about Power Decisions Group is available on our website and these documents.

“Power Decisions Group -- Methods and Capabilities” (PDF) An overview of Qualitative and Quantitative research methods. Includes Project Fee Examples

“Think of Your Brand as a Person”, Article (PDF) Blog: Strategic Brand Research ( powerdecisions.net) Power Decisions Group website (powerdecisions.com)

Contact: Power Decisions Group 415.339.0498 Explore@powerdecisions.com

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Making Great Brands: the GBQ:35 Brand Equity Model  

A summary overview of Power Decisions Group's GBQ:35 brand equity model. This model captures the essence of brand through the five dimensio...

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