Apple Brandz Report
Transcript of Apple Brandz Report
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for Hill & Knowlton
What is BRANDZ? BRANDZ™ is the most in-depth and actionable study of
brands ever undertaken.
Covers over 50,000+ of the world’s biggest & key local brands, including corporate and product ones
It is based on Millward Brown’s successful BrandDynamics™ system, a predictive tool that evaluates brand strength and links it to future changes in market share.
First conducted in 1998, expanded every year since
Over 1,000,000 interviews to date Conducted in Argentina, Australia, Belgium, Brazil, Canada,
Chile, China, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, India, Ireland, Italy, Japan, Korea, Malaysia, Mexico, Netherlands, Poland, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, UK and US
Analysis conducted across more than 250 product and service categories
USA
IT Hardware & Peripherals
2008
18 September 2008
Apple
Sample:
Date of fieldwork:
400, Currently Own Technology Products For The Home, Or Likely To Own In Next Year, 18-65 Years
July 2008
5 Key Concepts from BRANZ
Compare your brand’s health with benchmark brands - BRANDZ™ Map™
Quantify the relationship your consumers have with your brand. We know strong brands build deeper relationships - BRANDZ Pyramid™
Identify your brand’s relative strengths and weaknesses - BRANDZ Signature™
Quantify your brand’s vitality and potential, and predict likely change in your market share - BRANDZ Voltage™
Identify your brand’s personality profile - BRANDZ CharacterZ ™
…and so diagnose what will help drive more effective marketing/PR programmes.
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First step in understanding your brand
The BRANDZ™ map – your brand’s position in the category
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+14
-50 -40 -30 -20 -10 0 10 20 30 40 +50
Presence
Vo
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e™The BRANDZ™ Map
Strong Equity(large strong brands)
Growing Equity(small stronger &/or‘interesting’ brands)
Little Equity(small weak or new brands)
Declining Equity(large weaker brands)
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Little known to most consumers. The brands
relevance and advantages not at all established. In some cases a corporate brand not well known to
consumers/ not previously marketed to consumers
A brand perceived as having little to offer - but
still well known enough for many to decide they don’t
like it
Previously known to and liked by all. Still relevant to a mass audience, but has lost appeal and has little product or image based
advantage
Well known, well loved with a large core following. Talked about in everyday life and part of the cultural
fabric of the country. Requires constant reinvestment in its product and image and must be aware of the dangers that may result from being seen as a fashion statement
Well known, well loved with a relatively large core following. Good but not great. Can retain its status
by constant reinvestment in its product and image. Even with a large
injection of marketing spend this may not become a talked
about Olympic brand
Relatively well known but definitely not a brand which is suitable for a mass audience. Likely to be too expensive for
most. Small group of passionate users. Has difficulty widening its
franchise without alienating its core users. And must beware
of pricing too high and becoming irrelevant to current
and potential usersA good balance between product
performance and price - but no real product based or emotionally rooted
advantaged
Relatively unknown but with a strong following amongst a core group. Can become an Olympic brand if it can increase familiarity and
relevance amongst a wider group without alienating its
core. But could also continue to develop
amongst a loyal group and become a strong aspirational brand
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Intuitive life-cycle?
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Olympic’ brands go?
53%
6%
3%
38%
Source: Brandz 1998 -2001
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Classics’ go?
Source: Brandz 1998 -2000
34%
17%
5%
39%
3%
2%
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Little Tigers’ go?
41%
33%
7%4%
3%
10%3%
Source: Brandz 1998 -2001
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Specialists’ go?
Source: Brandz 1998 -2000
3%10%
51%
21%
8%7% 1%
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Defenders’ go?
Source: Brandz 1998 -2001
1%
8%
14%15%5%
5%6%
44%
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Fading Stars’ go?
58%
31%
9%1%
<1%
Source: Brandz 1998 -2001
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Weaks’ go?
Source: Brandz 1998 -2001
47%13%
27%
5%2%
5%
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Olympic
Clean SlateFading Star
Defender
Classic
Little TigerSpecialist
Weak
Where do ‘Clean Slates’ go?
76%
8%
2%
9%
5%
Source: Brandz 1998 -2001
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e™The BRANDZ™ Map – Some PR Action Examples
Strong EquityGrowing Equity
Little Equity Declining Equity
Actions:Stay small and
special
Grow bigger without losing
strength
PR Action:Build
advocates, ambassadors
Guerrilla marketing
Actions:Get known
PR Action:Shout above your weight,
stunts, celebs, controversy
etc
Actions:Re-focusRedefine
Reposition
PR Action:Relaunch
RecruitmentNew
endorsers
Actions:Refresh
Re-inventReinforce
PR Action:Sponsorship New alliances
Loyalty programmes
….so where is your brand?
BRANDZ™ Map
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….and what about your competitors?
BRANDZ™ Map
BRANDZ™ Map
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Targeting - who are you strong or weak amongst?
BRANDZ™ Map
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Second step in understanding your brand
The BRANDZ™ pyramid – quantify the relationship your consumers have with your brand and then compare to other brands in the category
The BRANDZ™ pyramid describes a consumers journey to loyalty
Presence
Relevance
Performance
Advantage
Bonding
Do I know about it?
Does it cater for me?
Is it satisfactory?
What is it admired for?
Can anything else beat it?
The BRANDZ™ pyramid describes a consumers journey to loyalty
Presence
Is the brand top of mind?
Do you have an opinion
about it?Have you
experienced it?
The BRANDZ™ pyramid describes a consumers journey to loyalty
Presence
Relevance
Does it suit my needs?
Is it in the right price bracket?
Would I want to be seen
using it?
The BRANDZ™ pyramid describes a consumers journey to loyalty
Presence
Relevance
Performance
Can it deliver?
The BRANDZ™ pyramid describes a consumers journey to loyalty
Presence
Relevance
Performance
Advantage
Is it more
popular?
Do you think it
works better than its
competitors?
Is it at abetter price?
Does it appeal to you more than
others?
The BRANDZ™ pyramid describes a consumers journey to loyalty
Presence
Relevance
Performance
Advantage
BondingHow many other brands do you feel
the same about?
Is it best on what matters in this category?
The Competitive Set - Pyramids
The BRANDZ™ pyramid describes a consumers journey to loyalty - The PR Connections
Presence
Relevance
Performance
Advantage
Bonding
Loyalty programmes/ clubs, customer awards, ‘best of breed’ activities, rewards
Case study/ testimonials, 3rd party advocate programmes, partnership marketing
Product reviews, education/ training, trade marketing, validation (experts), sampling/ trial
Endorsements, lifestyle/ sports marketing, hobbyist programmes, niche-targeted activity
Product launches, sponsorships, trade shows, exhibitions, alternative/ lateral distribution, co-operative activity
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Third step in understanding your brand
The BRANDZ™ signature – your brand’s strengths and weaknesses compared to other brands in the category
The BRANDZ™ Signature actually identifies a brand’s
strengths and weaknesses
relative to the other brands in the category
It shows how well you are doing, relative to the category as a whole, in moving people up
each level of the pyramid and connecting with them
BRANDZ™ Pyramid and Signature (vs. Competitors)
The Competitive Set – Brand Signatures
Diagnosis of Presence
Diagnosis of Relevance (amongst those for whom the brand fails to be relevant)
Diagnosis of Performance (amongst those for whom the brand fails to perform)
Diagnosis of Advantage (Which factors contribute to Advantage? Rank importance of factor shown in brackets next to each statement)
Summary of what drives Bonding
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Fourth step – assessing the vitality and future market share potential of the brand
Brand voltage
What does the Voltage mean?
A high voltage score has potential to gain share from its own marketing actions and resist the actions of competitors to maintain share.
A low voltage brand can still grow, but will have to work harder to stand still, and over time be more vulnerable from the actions of other brands
Probability of Share Increasing next year
Probability of Share Decreasing next year
A proven link between Voltage and Changes in Market Share
52%
16%
14%
23%
10%
61%
Less than
- 2.5 - 2.5 to +2.5 More than
+2.5
Voltage
Brand Voltages
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Fifth step – what are the dominant personality traits of the brand
Brand character
How the key 10 characters are captured
Seductress
SexyDesirable
Hero
AdventurousBrave
Friend
FriendlyStraightforward
Joker
FunPlayful
Dreamer
IdealisticDifferentCreative
Wise
Wise Trustworthy
King
In controlAssertive
Mother
GenerousCaring
Negative words used to determine if the character is manifested
positively or negativelyHasty
ArrogantDishonestUncaring
Maiden
InnocentKind
Rebel
Rebellious
The key 10 characters and their negative counterparts
WELL-BEING
THE KING
THE TYRANT
THE FRIEND
THE TRAITOR
THE STEP-MOTHER
THE MOTHER THE WISE
THE CHARLATAN
THE HERO
THE VILLAIN
SUCCESS
SAFETY
CHANGE
THE REBEL
THE ANARCHIST
THE DREAMER
THE FANTASIST
THE MAIDEN
THE WITCH
THE VAMPIRE
THE SEDUCTRESS
THE JOKER
THE FOOL
Apple
CHARACTERZQualitative Framework for
Joker
The Joker represents:
happiness, fun, humour, impulse
and positivity
Fool
The Fool represents: immaturity,
foolhardiness and lacking in
judgement
Dreamer
The Dreamer represents:
charm, surprise,
imagination and openness
Fantasist
The Fantasist represents: unrealistic, irrational,
spontaneity and unconsidered
Seductress
The Seductress represents: desire, attraction, mystery
and pleasure
Vampire
The Vampire represents:
manipulation, darkness, danger and falseness
Maiden
The Maiden represents: kindness, humility, innocence and understanding
Witch
The Witch represents: darkness, trickery,
vengeance, fear and
manipulation
King
The King represents:
power, leadership,
strength and justice
Tyrant
The Tyrant represents: selfishness, obsession,
injustice, greed and arrogance
CHARACTERZQualitative Framework for
Mother
Stepmother
The Mother represents: care,
protection, support,
abundance and love
The Step-Mother represents:
negligence, hate, emptiness and
disinterest
Friend
Traitor
The Friend represents:
stability, closeness,
reliability and honesty
The Traitor represents: deception,
selfishness, falseness,
abandonment and calculation
Villain
Hero
The Hero represents:
admiration, hope, credibility,
popularity and success
The Villain represents: envy,
narcissism, superficiality and self-centredness
Charlatan
Wise
The Wise represents:
humility, credibility,
admiration and benefit
The Charlatan represents:
evasiveness, immorality,
madness, fraud and complexity
Anarchist
Rebel
The Rebel represents: innovation, difference,
revolution and conviction
The Anarchist represents:
delinquency, marginality and
weakness
The brand’s dominant character
How is the brand characterised?
What is positive about the brand?
What is negative about the brand?
BRANDZ™ learnings for
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Summary – how Hill & Knowlton can help your brand to progress
Apple
Potential PR response
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Summary – how Hill & Knowlton can help your brand to progress
BRANDZ™ learnings for
Apple
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Thank-you