Brand Love Index Peter-Paul Laumans - Managing Director Panelteam Panelteam is a specialist in gathering European market information. Peter-Paul shared European consumer data gathered via Consumer Life Cycle research. Consumer Life Cycle research is a new methodology which measures the European performance of brands in the five main stages of the orientation and purchasing process of consumers. He showed what really matters when consumers buy and focussed on the Brand Love Index. The Brand Love index shows the level of emotional involvement consumers have with a brand and ranks them with their main competing brands. Presentation was part of Brand Pioneers 2013

1. The power of
BRAND LOVERS
Brand Pioneers
9 april 2013
Utrecht

2. SOURCE FOR EUROPEAN
MARKET INFORMATION
INTERNATIONAL ONLINE RESEARCH
BRAND RESEARCH SPECIALIST
1.3 MILLIONS EUROPEAN CONSUMERS
13 COUNTRIES
LOCAL EXPERTS

3. All your customers go through the exact same
stages when buying your brand

4. CONSUMER LIFE CYCLE

5. KNOW
Does the consumer know your brand?
TOP OF MIND
SPONTANEOUS AND AIDED AWARENESS

6. WANT
Does the consumer want your brand?
SPONTANEOUS ASSOCIATION
IMAGE

7. TRY
Does the consumer consider your brand?
CONSIDERATION SET
BUYING INTENTION

8. BUY
What brand does the consumer currently buy?
BUYING CRITERIA

9. LOVE
What drives brand loyalty?
NET PROMOTOR SCORE
PREFERENCE
LOYALTY

11. Consumers buy your brand because ....

12. But a small group of consumers buy your
brand because they love you!

13. We call them
BRAND LOVERS

14. BRAND LOVERS
Have an emotional connection with
your brand!

15. BRAND LOVERS
- Don’t switch to competitors
- Buy your brand more often
- Create new customers

16. Is it worth putting your attention on your
BRAND LOVERS?

17. After all, they represent a minority
of your customer base and they
already love you, so why bother
focusing on them?

18. Your goal is more
traffic, new
customers, more sales, mass
market appeal, right?

19. But did you know...

20. A 5% increase in customer loyalty can almost double
your profitability.
Bain & Company

21. An existing customer is 5 times more
likely to buy from you than a new
prospect
Bain & Company

22. Serving your best customers is the
surest way to grow a profitable
business—in any economic climate

23. CONSUMER LIFECYCLE RESEARCH
Measures the performance of brands on
a continuous basis

24. CONSUMER LIFECYCLE RESEARCH
TOTAL MARKET PERFORMANCE
N=2400 RESPONDENTS PER COUNTRY
TOP 10 BRANDS PER MARKET
SET GOALS (KPI’S)
BENCHMARK

25. Consumer Lifecycle Research
BRAND LOVE INDEX
Coca Cola vs Pepsi

29. BRAND LOVE INDEX
Cola vs Pepsi

30. BRAND LOVE INDEX
Cola vs Pepsi

31. BRAND LOVE INDEX
Cola vs Pepsi

32. BRAND LOVE INDEX
Cola vs Pepsi

33. BRAND LOVE INDEX
Cola vs Pepsi

36. By measuringe the most
important stages of the
buying and orientation proces
of consumers you ...
Get more grip on your consumers
Know what part of your marketing budget really works
Make better strategic decisions
Increase profitablility

37. CONSUMER LIFECYCLE RESEARCH
The new standard for running a successful brand