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3. Brand Loyalty Pyramid 3
01
02
03
04
05
Committed
Fence Sitters - Considers it a friend
Passively Loyal- With switching coasts
Satisfied / Habitual Buyer- No reason to changes
Switchers / Price Sensitive - No Brand Loyalty
Identify your customers
in the brand loyalty
segment and formulate
strategy to move up the
ladder
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4. ObjectiveSubjective
MeasurementApproach
Loyalty Types
Emotional Behavioural
Advocacy
• Number/ Percent of new
customers
Advocacy
• Overall satisfaction
• Likelihood to recommend
• Level of trust
Retention
• Likelihood to renew service
contract
• Likelihood leave
• Likelihood to buy additional
products
• Likelihood to expand usage
Purchasing
Retention
• Churn rates
• Service contract renewal
rates
• Usage metrics – Frequency
of use/ Visit, Page reviews
• Sales Records – Number of
products purchased
Purchasing
Brand Loyalty Measurement Framework 4
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From the below
framework, the
customer can choose
the type of loyalty
measurement approach
he wants to opt
5. Brand Loyalty Inferences 5
01
02
03
04
05
06
HowmuchareLoyal
CustomersWorth?
$1.6 Trillion
The potential revenue up for grabs from switching among consumer brands’
Brand advocates spend 2x as much regular customers and have 5x the
lifetime value’
80% of a business’ profits come from 20% of its customers’
A 5% increase in customer retention can result in a 40% lift in profit’
77% of customers still they have no relationship with a brand’
The probability of generating an additional sale from an existing customer is 7xgreater than from a
new prospect’
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Input your inferences
after brand tracking to
provide a better
perspective on how
loyal is your customer
base.
6. Brand Resonance Pyramid 6
Resonance
Feelings
Imagery
Judgments
Performance
Salience
4. Relationship : What about you and us?
3. Response : What about we?
2. Meaning : What are we?
1. Identity : Who are we?
Intense, active loyalty
Positive, accessible reactions
Point of parity & difference
Deep. broad brand awareness
Stages of Brand Development Goal at Each Stage
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7. Establish Brand Loyalty (1/2) 7
Category Profitability/Loyalty
Category 1 Profitable & loyal ; buy regularly but not intensively
Category 2 Profitable but disloyal
Category 3 Unprofitable but very loyal
Category 4 Neither profitable nor loyal
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8. Establish Brand Loyalty (2/2) 8
Category Profitability/Loyalty Loyalty Strategy
Category 1
Profitable & loyal ; buy regularly but not
intensively
Text Here
Category 2 Profitable but disloyal Text Here
Category 3 Unprofitable but very loyal Text Here
Category 4 Neither profitable nor loyal Text Here
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9. Brand Measurement 9
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Count of visits from the
visitor including current
Percentage of all visits
Visitor Loyalty Report: After
1.30
1.32
2.19
3.38
3.44
3.57
0.86
1.04
1.28
1.65
2.40
3.93
9.68
63.25
9 to 14 Times
8 Times
7 Times
6 Times
50 to 25 Times
5 Times
4 Times
3 Times
26 to 50 Times
200+ Times
2 Times
15 to 25 Times
101 to 200 Times
1 Times
3.26
0.81
0.97
1.21
1.36
1.55
2.18
3.47
2.66
0.30
8.51
3.28
0.65
69.79
9 to 14 Times
8 Times
7 Times
6 Times
50 to 25 Times
5 Times
4 Times
3 Times
26 to 50 Times
200+ Times
2 Times
15 to 25 Times
101 to 200 Times
1 Times
Count of visits from the
visitor including current
Percentage of all visits
Visitor Loyalty Report: Before
12. Area Chart 12
0
10
20
30
40
50
60
70
80
90
100
FY '12 FY '13 FY '14 FY '15 FY '16 FY '17 FY '18
This graph/chart is linked to excel, and changes automatically
based on data. Just left click on it and select “Edit Data”.
Product 01
This graph/chart is linked to excel, and changes automatically
based on data. Just left click on it and select “Edit Data”.
Product 02
13. Column Chart 13
0
10
20
30
40
50
60
70
80
90
100
FY' 11 FY' 12 FY' 13 FY' 14 FY' 15 FY' 16 FY' 17 FY' 18
MarketSize(RMB100Million)
This graph/chart is linked to excel, and changes automatically
based on data. Just left click on it and select “Edit Data”.
Product 01
This graph/chart is linked to excel, and changes automatically
based on data. Just left click on it and select “Edit Data”.
Product 02
14. Our Mission
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Vision
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Mission
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Goal
14
15. John Hill
CEO
Julie Smith
Director
Anne Doe
Marketing Head
Our
TeamThis slide is 100% editable. Adapt it to your
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15
16. Financial 16
Revenue
$234
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Deposits
$423
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Net Income
$345
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17. Timeline 17
Start Today
2015 2016 2017 2018 2019
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18. Thank You
Address
# street number, city, state
Contact Numbers
0123456789
Email Address
emailaddress123@gmail.com
18