BA Brand Loyalty Model
The BA Brand Loyalty Model uses established marketing conventions governing the stages of consumer brand conversion and commitment. The Brand Loyalty Model also forms part of the BA Sponsorship Audit Process. By applying available or specific event/sponsorship research data around the six key stages (see below) in building consumer loyalty towards a brand, the Model assists in providing an indicative value outcome of retail and client sales related to event sponsorship.
Brand Loyalty Index
• Brand Loyalty (Highest level of commitment=6)
• The Propensity to Purchase (5)
• Brand Consideration (4)
• The consumer Emotional Connection (3)
• Brand Perception/Image (2)
• Brand Awareness (Lowest level of commitment=1)
The Model works by first pre-event benchmarking cumulative sales in consideration of all current marketing and promotional activity, and later taking a post event measure of all sales activity generated during the sponsorship. Such a benchmark enables the model to isolate sales performance at a relevant point in time. Given that the myriad of marketing activity that already exists is either integrated through the sponsorship, or is working individually for the brand, we are able to account for incremental changes that are a result of sponsorship activity. The sales results then form the financial basis for applying the positive or negative movement of each of the six brand commitment variables in the Brand Loyalty Index. Percentages changes recorded by market research tracking of the six variables will give an indication of their impact on sales in proportion to the weighted Brand Loyalty Index (see above) and current event sponsorship sales performance post event.
BrandAdvantage understand that some of the most important results of sponsorship – perception changes, levels of emotional engagement, increases in loyalty and advocacy, and other brand focussed variables – are extremely important in the process of moving consumers to a tipping point, and often simply can’t be measured in dollar terms. However, the index attempts to offer an indication of value in terms of helping to achieve bottom line business objectives and outcomes for brands, rather than outputs that solely address media exposure and individual event ROI.
Other valuable BA Measurement Tools:
• BA Corporate Sponsorship/Strategy Evaluator