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Research Objectives
1. BUILD A BRAND DRIVER EQUITY MODELQuantify to what extent different attributes contribute to a high NPS
for a brand
2. MEASURE NPS EFFECT OF PREMIUM OUTDOOR
Quantify NPS (& brand equity) movement amongst commuters
seeing Premium Outdoor
Which statements drive NPS
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110107
105103
101101101100
989797
959493
8884
79
Is a brand I loveIs a brand I aspire to own
Is an exciting brandIs a desirable brand
Is an innovative brandIs a trustworthy brand
Is a stylish brandOffers great value for money
Are industry leadersIs a reliable brand
Is a powerful brandAre experts in what they do
Is straightforward and down to earthIs a confident brand
Is a modern brandIs a successful brand
Is uniqueIs a premium brand
Is an iconic brand
Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)
The higher the statement in the
list, the more likely it is that a consumer who
agrees with that statement about a brand will then
go on to recommend that
brand
Premium Outdoor and NPS
Across four different campaigns over four different categories. The likeihood of recommending each brand was test – those who had
been exposed to Premium Outdoor vs those who had not
Premium Outdoor shifted the same attributes that are most likely to shift NPS (4 out of the top
5)
Control Test Recognised
Movement
A Brand I Love 4.9 6.0 +21%
A Brand I Aspire To Own 5.2 6.2 +19%
An Exciting Brand 5.7 6.4 +13%
A Unique Brand 5.7 6.4 +13%
An Innovative Brand 5.9 6.6 +13%
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175
Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)