Index
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, Leeds, 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