The different layers of the pyramid are incorporated in the questionnaire as follows;
Posted: Sat Jan 18, 2025 9:53 am
The brand is still the most decisive factor that unconsciously directs our behavior as consumers. The traditional marketing monologue is a thing of the past, but the power of the brand remains an undeniable fact, also in 2014. And that is why 2014 will be a year with major challenges for marketers. Do we invest in our own media channels? Do we focus on social media? Or do we look for a combination with paid media?
What is a strong brand?
Strong brands derive their strength from the fact that they evoke the same recognizable associations in consumers. Both paid and owned and earned media are able to create brand associations between the ears. But rules and laws about the right strategy and the dynamics between these three media forms are still largely unwritten. In the absence of rules, it seems that the idea that brand advertising via paid media is outdated is gaining popularity. To illustrate, a short selection of statements:
“Without any significant marketing effort, skating brand Viking is the most valued skating brand in the Netherlands. Word of mouth advertising generates turnover every year. Maybe we should stop traditional print and television.” Source: Adformatie
“Real top products and companies don’t need advertising. Advertising is under pressure, more and more companies are looking for ways to communicate directly, in a dialogue, with customers.” – Steven van Belleghem, InSites Consulting
“Robert Mc Donald (CEO P&G) told analysts that he would have to moderate his ad budget because Facebook and Google can be more efficient than the traditional media that usually eats the lion's share of P&G's ad budget.”
“It's not so much just about the channels or devices where we can reach consumers, it's more about the understanding of the dynamics between paid and earned media.” – Norm Johnston, Global Digital Leader Mindshare Worldwide
New layout
Now that we have a choice of media and resources, the traditional classification of media types is no longer sufficient. For media strategy and planning, the classification into paid, owned and earned media offers more support:
Paid media = Purchased reach, for example print, TV and sponsorship.
Owned media = Reach under own management, for example own website, Facebook page and Twitter account.
Earned media = Earned reach, for example messages shared via Facebook, Twitter, or other social channels.
Increase knowledge
To increase our knowledge about paid, owned and earned media, research agency DVJ Insights, together with Sanoma and the Academy for Digital Entertainment, conducted research among eight well-known and lesser-known brands among more than 1,800 Dutch consumers.
Research method: media behavior of respondents
We developed a research design that can link every possible combination of these media forms to possible brand effects of communication. In this method, the actual media behavior of respondents is first measured, and then four groups are formed based on that behavior.
The usual media behaviour of respondents is disrupted as little as possible by this method. People consume, visit and follow the media that they would normally consume. Those who usually mainly have contact with paid media end up in the group of paid media users and frequent visitors of, for example, brand websites, blogs, review sites and Twitter fall into the group of owned and earned media users. I will tell you more about the research design at the bottom of this article.
Based on the measured behavior, 1831 media consumers (M/F, age 20-49) were norway mobile phone number list formed into the following groups:
Group 1. Paid media users (P): 19%
Group 2. Paid and owned media (PO) users: 19%
Group 3: users of paid, owned and earned media (POE): 34%
Group 4. users of owned and earned Media (OE): 28%
Keller's Brand Pyramid
The research used Keller's Brand Equity Pyramid. This is a pyramid with a layered structure, which shows which phases are important for a strong brand. This model assumes familiarity and identity (salience) as the basis for building a strong brand. After familiarity, the brand associations follow, which can then lead to a change in attitude towards the brand. The final result is connection with the brand and action, willingness to connect with the brand or to make a purchase.
What is a strong brand?
Strong brands derive their strength from the fact that they evoke the same recognizable associations in consumers. Both paid and owned and earned media are able to create brand associations between the ears. But rules and laws about the right strategy and the dynamics between these three media forms are still largely unwritten. In the absence of rules, it seems that the idea that brand advertising via paid media is outdated is gaining popularity. To illustrate, a short selection of statements:
“Without any significant marketing effort, skating brand Viking is the most valued skating brand in the Netherlands. Word of mouth advertising generates turnover every year. Maybe we should stop traditional print and television.” Source: Adformatie
“Real top products and companies don’t need advertising. Advertising is under pressure, more and more companies are looking for ways to communicate directly, in a dialogue, with customers.” – Steven van Belleghem, InSites Consulting
“Robert Mc Donald (CEO P&G) told analysts that he would have to moderate his ad budget because Facebook and Google can be more efficient than the traditional media that usually eats the lion's share of P&G's ad budget.”
“It's not so much just about the channels or devices where we can reach consumers, it's more about the understanding of the dynamics between paid and earned media.” – Norm Johnston, Global Digital Leader Mindshare Worldwide
New layout
Now that we have a choice of media and resources, the traditional classification of media types is no longer sufficient. For media strategy and planning, the classification into paid, owned and earned media offers more support:
Paid media = Purchased reach, for example print, TV and sponsorship.
Owned media = Reach under own management, for example own website, Facebook page and Twitter account.
Earned media = Earned reach, for example messages shared via Facebook, Twitter, or other social channels.
Increase knowledge
To increase our knowledge about paid, owned and earned media, research agency DVJ Insights, together with Sanoma and the Academy for Digital Entertainment, conducted research among eight well-known and lesser-known brands among more than 1,800 Dutch consumers.
Research method: media behavior of respondents
We developed a research design that can link every possible combination of these media forms to possible brand effects of communication. In this method, the actual media behavior of respondents is first measured, and then four groups are formed based on that behavior.
The usual media behaviour of respondents is disrupted as little as possible by this method. People consume, visit and follow the media that they would normally consume. Those who usually mainly have contact with paid media end up in the group of paid media users and frequent visitors of, for example, brand websites, blogs, review sites and Twitter fall into the group of owned and earned media users. I will tell you more about the research design at the bottom of this article.
Based on the measured behavior, 1831 media consumers (M/F, age 20-49) were norway mobile phone number list formed into the following groups:
Group 1. Paid media users (P): 19%
Group 2. Paid and owned media (PO) users: 19%
Group 3: users of paid, owned and earned media (POE): 34%
Group 4. users of owned and earned Media (OE): 28%
Keller's Brand Pyramid
The research used Keller's Brand Equity Pyramid. This is a pyramid with a layered structure, which shows which phases are important for a strong brand. This model assumes familiarity and identity (salience) as the basis for building a strong brand. After familiarity, the brand associations follow, which can then lead to a change in attitude towards the brand. The final result is connection with the brand and action, willingness to connect with the brand or to make a purchase.