凯度：掌握三大营销引擎释放品牌增长动能（英文版）(19页).pdf

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1、Grow your brand over the short and long term 3 S H O R T T E R M O R L O N G T E R M ? Grow your brand over the short and long term Every experienced marketer recognises the problem: they know that brands grow over the long term but all too often their efforts are diverted into delivering the next q

2、uarters budget. Our 2018 study Getting Media Right finds that only 52% of global advertisers are confident their organisation has the right balance between short-term performance marketing and long-term brand building. And it is not just that day- to-day business demands attention, so too does the d

3、ata. Whether it is sales, searches or clicks, the readily available data focuses attention on what is happening here and now. So, what to do? Struggle on, feeling that the real growth opportunity lies just out of sight or give in and focus on the quick wins? Or maybe there is another way to reconcil

4、e this dilemma? Despite the apparent dichotomy between short and long term, their definitions are far from clear. It is not as though we can easily segregate short-term activities from long-term. A short-term price discount might have a long-term effect if it gets someone to buy for the first time,

5、thus increasing the probability that they will buy again. Equally an ad campaign designed to build positive brand attitudes over the long term might remind an existing user to buy the brand on their next shopping trip. What we can say with confidence is that sustained, long-term growth is rare. Our

6、BrandZ global brand equity database reveals that even when an increase in market share is sustained over a year, the odds are stacked against improving on that increase. Of the brands measured across both a one-year and three-year time frame, fewer than 6% of brands grew market share over the first