Dina Brand Preference Analysis(DBPA)

Overview

DBPA (Dina Brand Preference Analysis) is a consultancy tool specifically developed for enterprises to improve brands' image, establish brand strategy, confirm brand target and know the different attitudes of different consumer group from different areas towards brands' attributes. Meanwhile, DBPA also provides enterprises effective information to realize brand extension or expansion.

The fundamental reason that brand is valuable to an enterprise is that brand is valuable to customers. Brand preference based on customers' awareness refers to their attitude that leads to the differentiation of brand marketing activities, change of sense of belonging as well as brand extension or expansion. Brand preference refers to treating an issue from consumers' angle.

The existing brand value evaluation techniques can only offer a financial figure demonstrating the value of each brand. However, the figure fails to show what results in such brand value gap and lacks enough information that can serves as reference for enterprises' operational activities and brand management.

Brand preference evaluation focuses on the cause and process of a strong brand during its form, intensification and expansion and lays particular stress on the research of interaction between brand and customers in hoping of discovering why some brands are more valuable.

Brand preference evaluation model based on customers' awareness will show us clearly what the most important element is in shaping a strong brand and what elements enterprises should invest their limited sources in so as to provide indexes to allocate rationally and effectively resources.

Basic Model

Dina Brand Preference Analysis(DBPA) Model

Model Application

Evaluation on the major brands of certain products will help to know the position of each element that influences brand intensity in the heart of consumers (including potential consumers).

It will help to know in general the effect of each element that influences brand intensity.

According to markets in different areas and proper demographical viable, the model helps to know consumers/potential consumers of different segmented markets, influences the significance of each element concerning brand intensity and evaluation result.

When evaluating a brand, the model helps to know consumers/potential consumers' evaluation on each element effecting brand intensity and their significance.

The model helps to know a brand, the average level in an industry and the gap between an enterprise and the best.

Analysis of above-mentioned data can be used to guide enterprises to improve their brand intensity according to their target market. Different brand targets are emphasized according to different segmented markets so as to allocate rationally limited marketing and promotion expenditure for such tools as advertisement, promotion and public relation. Meanwhile, it can also guide enterprises to effectively extend their brands or developing new brands.