Index

Mastering Market Analytics

ISBN: 978-1-78714-836-9, eISBN: 978-1-78714-835-2

Publication date: 13 November 2017

This content is currently only available as a PDF

Citation

(2017), "Index", Kozielski, R. (Ed.) Mastering Market Analytics, Emerald Publishing Limited, Bingley, pp. 415-426. https://doi.org/10.1108/978-1-78714-835-220171005

Publisher

:

Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited


INDEX

Absolute market share
, 25, 27

Accounting, brand valuation in
, 85

AC Nielsen
, 25, 115

Active advocates
, 403–406

application of
, 404

basic formula
, 403

calculation of
, 404

case study
, 405–406

illustration of use
, 404–405

stages of implementation
, 404

terms of use
, 403–404

Active recipient
, 183

Activity-based costing (ABC)
, 9–10

Adaptive organizations
, 2

Adidas
, 204

Advertisement awareness
, 156

Advertising

agencies assessment, brand valuation in
, 86

awareness indices
, 172, 205, 217–227

direct response
, 293–298

Affinity index (AFI)
, 298–305

application of
, 300–301

basic formula
, 298

calculation of
, 299–300

case study
, 303–305

illustration of use
, 301–303

stages of implementation
, 299–300

terms of use
, 298–299

Afilo
, 350

Agrip
, 129–130

AIDA
, 199n8

Aided advertising awareness
, 222–227

application of
, 224

basic formula
, 222–223

calculation of
, 223–224

case study
, 225–227

illustration of use
, 225

stages of implementation
, 223–224

terms of use
, 223

Aided brand awareness
, 205, 212–217

application of
, 214

basic formula
, 212–213

calculation of
, 213–214

case study
, 215–217

illustration of use
, 215

stages of implementation
, 213–214

terms of use
, 213

Alden
, 67

Alfa
, 33–36

Alfia
, 402, 403

ALGIDO
, 343–344

Altma
, 225–227

Amber
, 118–119

Amblerm T.
, 7

Andersen, Arthur
, 6

Ansoff’s matrix
, 46

Apple
, 2

Apros
, 123–125

Arra
, 149–151

AT&T
, 9

Attan
, 145

Audit, marketing
, 6, 8

Automatic Company
, 73–74

Automation, marketing
, 2

Average sales per point of sale
, 146–151

application of
, 148

basic formula
, 146–147

calculation of
, 147–148

case study
, 149–151

illustration of use
, 148–149

stages of implementation
, 147–148

terms of use
, 147

Babyfood
, 149–151

Balanced Scorecard
, 11–12, 14

Bank(s/ing)
, 55–57

relations with, brand valuation in
, 85

Base
, 286–289

Benchmarking
, 8–9, 20n41

BEP analysis
, 192

Berry
, 169–170

Best
, 186–188

Bet.com
, 28–29

Betia
, 402, 403

Biocosmet
, 144–145

Black Grain
, 205–207

Blast
, 221, 222

Blue Connect
, 210, 211

Blue Ocean
, 382–383

‘Blue Pomerania’
, 274, 275

BMW
, 109n1

Bonus
, 36

Boston Consulting Group
, 31

Brand attractiveness
, 174

Brand awareness
, 5

aided
, 212–217

indices
, 156, 163

top of mind
, 207–212

unaided
, 202–207

Brandetta
, 90–92

Brand-level competition
, 108n1

Brand strength
, 391–395

application of
, 393

basic formula
, 391–392

calculation of
, 392–393

case study
, 394–395

illustration of use
, 393–394

stages of implementation
, 392–393

terms of use
, 393

Brandtex
, 92–94

Brand Tracking Study
, 156, 199n6

Brand usage
, 156, 170–174

application of
, 172–173

basic formula
, 170–171

calculation of
, 171–172

case study
, 174

illustration of use
, 173–174

stages of implementation
, 171–172

terms of use
, 171

Brand value index (BVI)
, 5, 84–94

basic formula
, 84–86

case study
, 92–94

illustration of use
, 90–92

practice of use
, 9

stages of implementation
, 89

terms of use
, 86–89

Business analytics
, 2

Business measurement system
, 15–18

Business-Prof
, 275

Cannibalisation rate
, 194–199

Capital asset pricing model (CAPM)
, 109n6, 109n9

Casgurt
, 390, 391

Casius
, 329

Caslione, J. A.
, 3

Cause and effect model
, 16

Central Statistical Office
, 175

Ceria
, 402, 403

Chaos
, 2–5

Churn
, 60–66

application of
, 62

basic formula
, 60–61

calculation of
, 62

case study
, 65–66

illustration of use
, 63–65

stages of implementation
, 62

terms of use
, 61–62

Click through rate (CTR)
, 345–348

Cold
, 394, 395

Competition

brand-level
, 108n1

generic
, 109n1

industry (sector) level
, 108–109n1

levels of
, 3–5

product form (substitutes) level
, 109n1

Competitive advantage
, 3, 5, 9, 19, 15, 18

Content Management System (CMS)
, 331–332

Conversion rate
, 289–298

application of
, 291–292

basic formula
, 289–290

calculation of
, 291

case study
, 293–298

illustration of use
, 292–293

stages of implementation
, 291

terms of use
, 290

Cost–benefit analysis
, 194

Cost of capital
, 109n6, 109n9

Cost of debt
, 109n6, 109n9

Cost of own (equity) capital
, 109n6, 109n9

Cost-per-action (CPA)
, 349–357

application of
, 352–353

basic formula
, 349–350

calculation of
, 352

case study
, 354–357

illustration of use
, 353–354

stages of implementation
, 352

terms of use
, 351–352

Cost-per-click (CPC) index
, 355, 356, 364–372

application of
, 367–368

basic formula
, 364–365

calculation of
, 367

case study
, 369–372

illustration of use
, 368–369

stages of implementation
, 367

terms of use
, 365–367

Cost per download (CPD)
, 350

Cost per effective reach point (CPERP)
, 264–267

Cost per lead (CPL)
, 349–351

Cost per mile (CPM) index. See Cost per thousand (CPT) index

Cost per order (CPO)
, 349–351

Cost per point (CPP)
, 263–269

application of
, 266

basic formula
, 263–264

calculation of
, 265–266

case study
, 267–269

illustration of use
, 266–267

stages of implementation
, 265–266

terms of use
, 264–265

Cost per reach point (CPRP)
, 264–267

Cost per registration (CPR)
, 350

Cost per sale (CPS) index
, 5, 272, 282–289, 349–351

application of
, 283–284

basic formula
, 282

calculation of
, 283

case study
, 286–289

illustration of use
, 284–286

stages of implementation
, 283

terms of use
, 282–283

Cost per thousand (CPT) index
, 230, 252, 269–276, 357–364

application of
, 236–237, 360–361

basic formula
, 269–270, 357–358

calculation of
, 271, 360

case study
, 275–276, 362–364

illustration of use
, 273–275, 361–362

stages of implementation
, 271, 360

terms of use
, 270, 358–360

Creesp
, 134, 135

Cross, K.
, 10

Crowdsourcing
, 2

Crust
, 169–170

Culliman, George
, 67

Cumulated reach
, 230

Customer lifetime value (CLV)
, 14, 70, 75–84, 96

basic formula
, 75–76

case study
, 81–84

illustration of use
, 79–81

practice of use
, 78–79

stages of implementation
, 78

terms of use
, 76–77

Customer loyalty
, 5

Customer loyalty ratio
, 51–60

application of
, 54–55

basic formula
, 51–52

calculation of
, 53–54

case study
, 57–60

illustration of use
, 55–57

stages of implementation
, 53–54

terms of use
, 52–53

Customer relationship (CR)
, 372–380

application of
, 375

basic formula
, 372–373

calculation of
, 375

case study
, 377–380

illustration of use
, 375–377

stages of implementation
, 375

terms of use
, 373–374

Customer relationship management (CRM)
, 4, 38, 61, 68, 69, 76, 277, 282, 290

Customer satisfaction index (CSI)
, 5, 36–46, 55

application of
, 39–40

basic formula
, 36–37

calculation of
, 38–39

case study
, 43–46

illustration of use
, 40–43

stages of implementation
, 38–39

terms of use
, 37–38

Customer value
, 5

Customization index
, 335–340

application of
, 337–338

basic formula
, 335–336

calculation of
, 337

case study
, 333–340

illustration of use
, 338

stages of implementation
, 337

terms of use
, 336–337

Danone
, 18

Deep
, 394, 395

Deep Metrix
, 321

Delgo
, 124–125

Design thinking
, 2

DIPADA model
, 199n8

Direct response advertising
, 293–298

Discounted cash flow (DCF)
, 84–89

Drucker, P.
, 2

DTN
, 210, 211

Dubby
, 169–170

Duet
, 280–281

Duplication of entries
, 183

Du Pont
, 9

Dynamo
, 221, 222

E-commerce and social media indicators
, 313

active advocates
, 403–406

brand strength
, 391–395

click through rate
, 345–348

cost per mile index
, 357–364

cost-per-action
, 349–357

cost-per-click index
, 364–372

customer relationship
, 372–380

customization index
, 335–340

engagement rate
, 383–387

exposure index
, 380–383

first purchase momentum
, 340–344

focus index
, 325–330

freshness factor
, 330–335

site need index
, 314–319

social media NPS
, 399–403

social media ROI
, 395–399

social media share of voice
, 387–391

stickiness formula
, 320–325

Economica, The
, 262–263

Effective cost-per-mile (eCPM) index
, 358–360, 363

Effective frequency (EF)
, 235, 247–253

application of
, 249–250

basic formula
, 247–248

calculation of
, 248–249

case study
, 252–253

illustration of use
, 250–252

stages of implementation
, 248–249

terms of use
, 248

Effectiveness-oriented approach
, 6

Effective reach (ER)
, 234–241

application of
, 236–237

basic formula
, 234–235

calculation of
, 236

case study
, 239–241

illustration of use
, 237–239

stages of implementation
, 236

terms of use
, 235–236

Efficiency-oriented approach
, 6

Elfia
, 402, 403

Engagement rate
, 383–387

application of
, 385–386

basic formula
, 383–384

calculation of
, 385

case study
, 386–387

illustration of use
, 386

stages of implementation
, 385

terms of use
, 384–385

Era Biznes
, 258

Era Moja
, 258

ERP (Enterprise Resource Planning)
, 4

E-TV
, 310

European Foundation for Quality Management (EFQM) model
, 11

European Quality Award
, 11

Expected brand-related expenditure
, 109n8

Exposure index
, 380–383

application of
, 382

basic formula
, 380–381

calculation of
, 381

case study
, 382–383

illustration of use
, 382

stages of implementation
, 381

terms of use
, 381

External investors

relations with, brand valuation in
, 85

Facebook
, 3

Fashion-Y
, 405, 406

Fast-Connect
, 339–340

Fast Movie
, 309–310

First purchase momentum
, 340–344

application of
, 342

basic formula
, 340–341

calculation of
, 342

case study
, 343–344

illustration of use
, 343

stages of implementation
, 342

terms of use
, 341

Fleet
, 225, 226

Focus index
, 325–330

application of
, 327

basic formula
, 325–326

calculation of
, 327

case study
, 329–330

illustration of use
, 327–329

stages of implementation
, 327

terms of use
, 326

Ford
, 9, 108n1, 109n1

Four-leaf clover model
, 4

Fourwheel
, 221, 222

Franchising, brand valuation in
, 86

Frequency
, 241–247

application of
, 243

basic formula
, 241–242

calculation of
, 242–243

case study
, 245–247

effective
, 235, 247–253

illustration of use
, 244–245

stages of implementation
, 242–243

terms of use
, 242

Freshness factor
, 330–335

application of
, 331–332

basic formula
, 330–331

calculation of
, 331

case study
, 333–335

illustration of use
, 332–333

stages of implementation
, 331

terms of use
, 331

GameX
, 225, 226

Gemius DirectEffect
, 374

General Motors
, 9

Generic competition
, 109n1

Genius Traffic
, 321

Ghalayini, A.
, 14

Gizz
, 139, 140

Google
, 307

Google AdWords
, 354, 365, 366, 369, 372, 376, 377

Google Analytics
, 373, 374

Gregor, W.
, 6

Gross profit margin
, 109n7

Gross rating point (GRP) index
, 229, 253–259, 241, 242, 244–247

application of
, 255–256

basic formula
, 253–254

calculation of
, 255

case study
, 257–259

illustration of use
, 256–257

stages of implementation
, 255

terms of use
, 254

GWSBiZ
, 273–274

Hair
, 154, 155

Hale, Mark
, 382, 383

Harley-Davidson
, 54

Hash index
, 384

Health
, 394, 395

Hierarchy of Effects Model
, 199n8

HighLeasing
, 377–380

Home Video
, 310

Honda
, 108n1

HORECA market
, 186–188

Houston, N.
, 6

Hypermarket
, 189

IAS
, 28

Idea Meritum
, 258

Industry (sector) level competition
, 108–109n1

Innovation, open
, 2

Institutional marketing
, 36

Internal communication, brand valuation in
, 86

ISO
, 9001, 40

Jack
, 134, 135

Jogo
, 390–391

KAIZEN system
, 4

Kaplan, R.
, 11, 12, 14

Klout index
, 384

KMAT (Knowledge Management Assessment Tool)
, 6

Kodak
, 3, 9

Kofea
, 186–188

Komp.com
, 28

Kotler, Ph.
, 3, 6

KPMG
, 11

Lane
, 293–298

LCI Bank
, 100–102

Leader Price
, 60

Leaflets
, 293–298

Learning organisation
, 7

Legal disputes, brand valuation in
, 86

Lemarx
, 318–319

Lenskold, J.
, 14

Licensing, brand valuation in
, 86

Lider
, 398–399

Lieff
, 145

LIM
, 164

development, evaluation of
, 165

Lovett, J.
, 385, 403, 404

Loyalty, customer
, 5

Lukson
, 245–247

Lynch, R.
, 10

Magna
, 28, 29

Mantra
, 329, 330

Mapping
, 183

Market behavior
, 161

Market coverage index
, 182–188

application of
, 184

basic formula
, 182–183

calculation of
, 183–184

case study
, 186–188

illustration of use
, 184–186

stages of implementation
, 183–184

terms of use
, 183

Marketing

audit
, 6, 8

automation
, 2

institutional
, 36

management, brand valuation in
, 86

metrics
, 7

productivity
, 7

ROI
, 13–15

word-of-mouth
, 400

Marketing communication ratios
, 201

affinity index
, 298–305

aided advertising awareness
, 222–227

aided brand awareness
, 212–217

conversion rate
, 289–298

cost per point
, 263–269

cost per sale index
, 282–289

cost per thousand index
, 269–276

effective frequency
, 247–253

effective reach
, 234–241

frequency
, 241–247

gross rating point index
, 253–259

opportunity to see/opportunity to hear
, 259–263

reach
, 227–234

response rate
, 277–281

share of voice
, 305–310

top of mind brand awareness
, 207–212

unaided advertising awareness
, 217–222

unaided brand awareness
, 202–207

Market share
, 62, 108n1, 109n1

absolute
, 25, 27

application of
, 26

basic formula
, 24–25

calculation of
, 25–26

case study
, 28–29

illustration of use
, 26–28

relative
, 25, 28

stages of implementation
, 25–26

terms of use
, 25

by value
, 25, 26, 29

by volume
, 25, 26, 29

Market strategy results, measuring
, 23

brand value index
, 84–94

churn
, 60–66

customer lifetime value
, 75–84

customer loyalty ratio
, 51–60

customer satisfaction index
, 36–46

market share
, 24–29

net promoter score
, 95–102

retention rate
, 46–51

RFM index
, 66–74

sales growth
, 29–36

share of wallet
, 103–108

Marlex
, 329

Mask
, 145

MAX
, 6

MaxCoffee
, 186–188

Maxi
, 154, 155

Measurement

productivity
, 6

as trend/necessity
, 5–7

Measurement index

features of
, 18–19

selection criteria for
, 18–19

Measurement systems
, 7–15

construction and guidelines, stages of
, 15–18

MEMRB (Synovate)
, 25, 115

Mercedes
, 109n1

Milkovit
, 139, 140

Mine
, 394, 395

Moda-Z
, 405, 406

Morgensztern, A.
, 237

Motorola
, 9

Moving annual total (MAT) index
, 125–130

application of
, 126–127

basic formula
, 125

calculation of
, 126

case study
, 129–130

illustration of use
, 127–129

stages of implementation
, 126

terms of use
, 125–126

MS Access
, 68

MSAT (Measurement Systems Assessment Tool)
, 6

MS Excel
, 97

Murdoch, Rupert
, 85

My Stat
, 321

NAC–USA
, 43–46

Napoleoncat
, 384

Net asset value (NAV)
, 85

Net numeric distribution
, 115

Net present value (NPV)
, 77

Net promoter score (NPS)
, 95–102

application of
, 97–99

basic formula
, 95–96

calculation of
, 97

case study
, 100–102

illustration of use
, 99–100

social media
, 399–403

stages of implementation
, 97

terms of use
, 96–97

NetSales
, 350

Net weighted distribution
, 120

News Corporation
, 85

Nielsen Audience Measurement
, 307

Noble, J.
, 14

Nokia
, 3, 54

Nolan Norton Institute
, 11

Norton, D.
, 11, 12, 14

Novem
, 350

Numeric distribution
, 114–119

application of
, 116

basic formula
, 114–115

calculation of
, 115

case study
, 118–119

illustration of use
, 116–117

stages of implementation
, 115

terms of use
, 115

Numeric handling distribution
, 114–115

Numeric selling distribution
, 115

Nutral
, 149–151

Off-the-shelf sales
, 143, 146

Olimp
, 50–51

Olly
, 134, 135

management team, recommendations for
, 136

OneClick Internet
, 106–108

Onto
, 215–216

Opel
, 108n1, 109n1

Open innovation
, 2

Opportunistic organizations
, 3

Opportunity to see/opportunity to hear (OTS/OTH)
, 259–263

application of
, 261

basic formula
, 259

calculation of
, 260

case study
, 262–263

illustration of use
, 261–262

stages of implementation
, 260

terms of use
, 260

Oracle
, 68

Pack’s
, 239–241

Palmtops
, 189

Paradigm shift
, 2

Passive organisations
, 3

Pastre
, 139, 140

Pay-per-action (PPA). See Cost-per-action (CPA)

Penetration rate
, 175–182

Performance prism
, 13

Performance pyramid
, 10–11

PESO model
, 380, 384, 387, 400

Peugeot
, 108n1

PIMS
, 6

Planning fusions, brand valuation in
, 85

Podlasianka
, 369–371

Point of sale
, 157

Pone
, 149–151

Pop-Rock Music Radio
, 274, 275

Popular Play
, 310

Pretty
, 154, 155

Price index
, 151–155

application of
, 153

basic formula
, 151–152

calculation of
, 152–153

case study
, 154–155

illustration of use
, 153–154

stages of implementation
, 152–153

terms of use
, 152

Problem identification
, 18

Producer’s price
, 152, 153

Product form (substitutes) level competition
, 109n1

Productivity

marketing
, 7

measurement
, 6

Product range policy
, 35

Product turnover
, 141–146

application of
, 142–143

basic formula
, 141

calculation of
, 142

case study
, 144–146

illustration of use
, 143–144

stages of implementation
, 142

terms of use
, 141–142

Pro forma valuation accounting
, 85

Prompted advertising awareness. See Aided advertising awareness

Prompted brand awareness. See Aided brand awareness

Purchase intention
, 156–160

application of
, 157–158

basic formula
, 156

calculation of
, 157

case study
, 159–160

illustration of use
, 158–159

stages of implementation
, 157

terms of use
, 156–157

Purchases, brand valuation in
, 85

PWC
, 18

Random reach. See Cumulated reach

Reach
, 227–234

application of
, 229–230

basic formula
, 227–228

calculation of
, 229

case study
, 232–234

effective
, 234–241

illustration of use
, 230–232

stages of implementation
, 229

terms of use
, 228

Regional sales policy
, 35–36

Reichheld, Fred
, 95, 399

Reinforced customer loyalty ratio
, 51, 52, 54

Relative market share
, 25, 28

Relativisation
, 7

Renault
, 108n1

Reporting, brand valuation in
, 85

Repurchase
, 165–170

application of
, 167–168

basic formula
, 165–166

calculation of
, 167

case study
, 169–170

illustration of use
, 168–169

stages of implementation
, 167

terms of use
, 166–167

Response rate (RR)
, 277–281

application of
, 279

basic formula
, 277

calculation of
, 278

case study
, 280–281

illustration of use
, 279–280

stages of implementation
, 278

terms of use
, 277–278

Retail price
, 152, 153

Retention rate
, 46–51

application of
, 48

basic formula
, 46–47

calculation of
, 47–48

case study
, 50–51

illustration of use
, 48–50

stages of implementation
, 47–48

terms of use
, 47

Return on investment (ROI)
, 13–15, 76, 84, 385

social media
, 395–399

Reverse ROPO effect
, 396

RFM index
, 66–74

application of
, 69–70

basic formula
, 66–68

calculation of
, 69

case study
, 73–74

illustration of use
, 70–73

stages of implementation
, 69

terms of use
, 68

Right price
, 153

Rodger, W.
, 6

ROPO effect
, 396

Run-on-network (RON)
, 358

Safe
, 402–403

Sales and distribution management metrics
, 113

average sales per point of sale
, 146–151

brand usage
, 170–174

cannibalisation rate
, 194–199

market coverage index
, 182–188

MAT index
, 125–130

numeric distribution
, 114–119

penetration rate
, 175–182

price index
, 151–155

product turnover
, 141–146

purchase intention
, 156–160

repurchase
, 165–170

sales force efficiency index
, 188–193

share in shops handling
, 131–136

share of shelf index
, 136–140

trial
, 160–165

weighted distribution
, 119–125

Sales dynamics. See Sales growth

Sales force efficiency index
, 188–193

application of
, 190

basic formula
, 188–189

calculation of
, 190

case study
, 192–193

illustration of use
, 191–192

stages of implementation
, 190

terms of use
, 189

Sales growth
, 29–36

application of
, 31–32

basic formula
, 29–30

calculation of
, 31

case study
, 33–36

illustration of use
, 32–33

stages of implementation
, 31

terms of use
, 30

Sales increase dynamics
, 5

Sales level
, 172–173

Sales volume
, 30

Share in shops handling
, 131–136

application of
, 132–133

basic formula
, 131

calculation of
, 132

case study
, 134–136

illustration of use
, 133–134

stages of implementation
, 132

terms of use
, 131–132

Share of shelf index
, 136–140

application of
, 138

basic formula
, 136–137

calculation of
, 137–138

case study
, 139–140

illustration of use
, 139

stages of implementation
, 137–138

terms of use
, 137

Share of voice (SoV)
, 305–310

application of
, 307–308

basic formula
, 305–306

calculation of
, 307

case study
, 309–310

illustration of use
, 308–309

social media
, 387–391

stages of implementation
, 307

terms of use
, 306–307

Share of wallet (SOW)
, 103–108

application of
, 104–105

basic formula
, 103

calculation of
, 104

case study
, 106–108

illustration of use
, 105–106

stages of implementation
, 104

terms of use
, 104

Sharing economy
, 2

Shaw, R.
, 6

ShoeMax
, 215, 216

Shortages of goods
, 5

Shuchman, A.
, 8

Siemens
, 18

SII
, 384

Sima
, 329

Site need index (SNI)
, 314–319

application of
, 317

basic formula
, 314–315

calculation of
, 316–317

case study
, 318–319

illustration of use
, 317–318

stages of implementation
, 317

terms of use
, 315–316

Sixter
, 221, 222

Slippery formula
, 320–322

Smith, John
, 382, 383

Snacky
, 134, 135

Social interactivity index
, 384

Social media net promoter score (NPS)
, 399–403

application of
, 401

basic formula
, 399–400

calculation of
, 401

case study
, 402–403

illustration of use
, 401–402

stages of implementation
, 401

terms of use
, 400–401

Social media ROI
, 395–399

application of
, 397

basic formula
, 395–396

calculation of
, 397

case study
, 398–399

illustration of use
, 397–398

stages of implementation
, 397

terms of use
, 396–397

Social media share of voice (SMSoV)
, 387–391

application of
, 389

basic formula
, 387–388

calculation of
, 389

case study
, 390–391

illustration of use
, 390

stages of implementation
, 389

terms of use
, 388–389

Sotrender
, 384

Spectrum
, 329

Spontaneous advertising awareness. See Unaided advertising awareness

Spontaneous brand awareness. See Unaided brand awareness

SPSS software
, 97

Standard customer loyalty ratio
, 51, 52, 59

Starline
, 210–212

Stenegel, J.
, 13

Stickiness formula
, 320–325

application of
, 322

basic formula
, 320–321

calculation of
, 321–322

case study
, 323–325

illustration of use
, 323

stages of implementation
, 321–322

terms of use
, 321

Strefa Plus
, 258

Syndicate research
, 218

Tangen, S.
, 12

Target rating point (TRP)
, 264

Taxes, brand valuation in
, 86

Telko
, 386–387

Top of mind brand awareness
, 207–212

application of
, 209

basic formula
, 207–208

calculation of
, 208

case study
, 210–212

illustration of use
, 209–210

stages of implementation
, 208

terms of use
, 208

Total Quality Management (TQM)
, 4, 9

Toyota
, 108n1

TradeDoubler
, 350

Trial
, 160–165

application of
, 162–163

basic formula
, 160–161

calculation of
, 162

case study
, 164–165

illustration of use
, 163–164

stages of implementation
, 162

terms of use
, 161–162

Trial purchase index
, 166

Trisen
, 124

Typhoon
, 225, 226

Unaided advertising awareness
, 205, 217–222

application of
, 219

basic formula
, 217–218

calculation of
, 218–219

case study
, 220–222

illustration of use
, 220

stages of implementation
, 218–219

terms of use
, 218

Unaided brand awareness
, 202–207

application of
, 204

basic formula
, 202–203

calculation of
, 203

case study
, 205–207

illustration of use
, 204–205

stages of implementation
, 203

terms of use
, 203

Uncertainty
, 2–5

Unilever
, 18

Urchin
, 321

Va Banque
, 65–66

Value

brand
, 5

building
, 18

customer
, 5

delivery
, 18

market share by
, 25, 26, 29

Visionary organisations
, 2–3

V-Moda
, 405, 406

Voiant
, 28

Volkswagen
, 54, 108n1

Volume, market share by
, 25, 26, 29

Water
, 394–395

Waxie
, 216

Weighted average cost of capital (WACC)
, 109n6, 109n9

Weighted distribution
, 119–125

application of
, 121–122

basic formula
, 119–120

calculation of
, 121

case study
, 123–125

illustration of use
, 122–123

stages of implementation
, 121

terms of use
, 120–121

Weighted handling distribution
, 120

Weighted selling distribution
, 120

‘What we can afford’ method
, 254

Wholesale price
, 152, 153

WIN
, 164

development, evaluation of
, 165

Word-of-mouth marketing
, 400

Xerox
, 9

X-Moda
, 405–406

Yogha
, 390, 391

Yoghur
, 390, 391

Yogi
, 390, 391

Yogo
, 57–60

Yorgi
, 192–193

Zanox
, 350

Zep
, 134, 136

Zosia
, 180–182