Systems and methods for assessing consumers' product brand loyalty

• US 8,521,590 B1
• Filed: 07/19/2011
• Issued: 08/27/2013
• Est. Priority Date: 08/22/2002
• Status: Active Grant

• Current Assignee: Denise Larson Hanusch
• Original Assignee: Denise Larson Hanusch
• Inventors: Hanusch, Denise Larson
• Primary Examiner(s): Choi, Peter
• Assistant Examiner(s): Garcia-Guerra, Darlene
• Application Number:
  US13/185,582
• Time in Patent Office: 770 Days
• Field of Search: 705/14.49, 705/14.4, 705/14.3, 705/7.11
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Disclosed are systems and methods for assessing consumers'"'"' emotional attachment to product brand for targeted advertising, development of new products, valuation of products, brand marketing and other purposes. A method for determining consumer product brand loyalty is provided by quantifying a consumer'"'"'s emotional attachment to a consumer product brand. The consumer'"'"'s emotional attachment to a consumer product brand is indicated by the consumer'"'"'s willingness to give up the consumer product brand. The willingness to give up the consumer product brand is measured, and applied to commercial uses such as advertising, marketing, product research and development and valuation of brands.

Claims

1. A computer-implemented method for brand marketing, the method comprising:

providing to a consumer a first electronic survey including at least one first question measuring consumer'"'"'s loyalty to a plurality of different product brands, the first question being whether the consumer is unwilling to give up each of the product brands;

receiving consumer'"'"'s first response to the first survey, wherein the first response indicates consumer'"'"'s unwillingness to give up each of the product brands;

quantifying, by a hardware processor, consumer'"'"'s loyalty to the product brand based on the consumer'"'"'s first response, consumer'"'"'s loyalty indicates consumer'"'"'s emotional attachment to the product brand;

providing to the consumer a second electronic survey including at least one second question measuring consumer'"'"'s loyalty to a plurality of different media brands, the second question being whether the consumer is unwilling to give up each of the media brands;

receiving consumer'"'"'s second response to the second survey, wherein the second response indicates consumer'"'"'s unwillingness to give up each of the media brands;

quantifying, by the hardware processor, consumer'"'"'s loyalty to the media brand based on the consumer'"'"'s second response, consumer'"'"'s loyalty indicates consumer'"'"'s emotional attachment to the media brand;

establishing, by the hardware processor, correlations between the consumer'"'"'s loyalties to each of the product brands and the consumer'"'"'s loyalties to each of the media brands,

wherein a correlation between product and media brands is computed, by the hardware processor, using equation;

(((β

pΩ

β

m)/β

p)/(β

p/β

t))*100%,

in which β

p is a number of consumers attached to a product brand;

β

m is a number of consumers attached to a media brand;

β

pΩ

β

m is an intersection between consumers who are attached to both the product brand and media brand, and β

t is the total number of surveyed consumers; and

based on brand correlations, pairing, by the hardware processor, the product brand having the highest consumer'"'"'s loyalty to the media brand having the highest consumer'"'"'s loyalty for brand marketing purposes.

2. The method of claim 1, wherein each question includes an answer scale indicating consumer'"'"'s unwillingness to give up a brand.

3. The method of claim 2, wherein the scale is from 0 to 10.

4. The method of claim 1, wherein the consumers attached to a brand include consumers who selected 9s and 10s on the answer scale.

5. The method of claim 1 further comprising:

generating an advertisement of a product brand for use in the paired media brand; and

sending the generated advertisements to consumers attached to the paired brands.

6. A computer system for brand marketing, the system comprising a memory and a hardware processor, the processor being configured to:

provide to a consumer a first electronic survey including at least one first question measuring consumer'"'"'s loyalty to a plurality of different product brands, the first question being whether the consumer is unwilling to give up each of the product brands;

receive consumer'"'"'s first response to the first survey, wherein the first response indicates consumer'"'"'s unwillingness to give up each of the product brands;

quantify consumer'"'"'s loyalty to the product brand based on the consumer'"'"'s first response, consumer'"'"'s loyalty indicates consumer'"'"'s emotional attachment to the product brand;

provide to the consumer a second electronic survey including at least one second question measuring consumer'"'"'s loyalty to a plurality of different media brands, the second question being whether the consumer is unwilling to give up each of the media brands;

receive consumer'"'"'s second response to the second survey, wherein the second response indicates consumer'"'"'s unwillingness to give up each of the media brands;

quantify consumer'"'"'s loyalty to the media brand based on the consumer'"'"'s second response, consumer'"'"'s loyalty indicates consumer'"'"'s emotional attachment to the media brand;

establish correlations between the consumer'"'"'s loyalties to each of the product brands and the consumer'"'"'s loyalties to each of the media brands,

wherein a correlation between product and media brands is computed using equation;

(((β

pΩ

β

m)/β

p)/(β

p/β

t))*100%,

in which β

p is a number of consumers attached to a product brand;

β

m is a number of consumers attached to a media brand;

β

pΩ

β

m is an intersection between consumers who are attached to both the product brand and media brand, and β

t is the total number of surveyed consumers; and

based on brand correlations, pair the product brand having the highest consumer'"'"'s loyalty to the media brand having the highest consumer'"'"'s loyalty for brand marketing purposes.

7. The system of claim 6, wherein each question includes an answer scale indicating consumer'"'"'s unwillingness to give up a brand.

8. The system of claim 7, wherein the scale is from 0 to 10.

9. The system of claim 6, wherein the con mers attached to a brand include consumers who selected 9s and 10s on the answer scale.

10. The system of claim 6, wherein the processor further configured to:

generate an advertisement of a product brand for use in the paired media brand; and

send the generated advertisements to consumers attached to the paired brands.

11. A computer program product embedded in a non-transitory computer-readable storage medium, the computer-readable storage medium comprising computer-executable instructions for brand marketing, the medium comprises instructions for:

providing to a consumer a first electronic survey including at least one first question measuring consumer'"'"'s loyalty to a plurality of different product brands, the first question being whether the consumer is unwilling to give up each of the product brands;

receiving consumer'"'"'s first response to the first survey, wherein the first response indicates consumer'"'"'s unwillingness to give up each of the product brands;

quantifying, by a hardware processor, consumer'"'"'s loyalty to the product brand based on the consumer'"'"'s first response, consumer'"'"'s loyalty indicates consumer'"'"'s emotional attachment to the product brand;

providing to the consumer a second electronic survey including at least one second question measuring consumer'"'"'s loyalty to a plurality of different media brands, the second question being whether the consumer is unwilling to give up each of the media brands;

receiving consumer'"'"'s second response to the second survey, wherein the second response indicates consumer'"'"'s unwillingness to give up each of the media brands;

quantifying, by the hardware processor, consumer'"'"'s loyalty to the media brand based on the consumer'"'"'s second response, consumer'"'"'s loyalty indicates consumer'"'"'s emotional attachment to the media brand;

establishing, by the hardware processor, correlations between the consumer'"'"'s loyalties to each of the product brands and the consumer'"'"'s loyalties to each of the media brands,

wherein a correlation between product and media brands is computed using equation;

(((β

pΩ

β

m)/β

p)/(β

p/β

t))*100%,

in which p is a number of consumers attached to a product brand;

β

m is a number of consumers attached to a media brand;

β

pΩ

β

m is an intersection between consumers who are attached to both the product brand and media brand, and β

t is the total number of surveyed consumers; and

based on brand correlations, pairing, by the hardware processor, the product brand having the highest consumer'"'"'s loyalty to the media brand having the highest consumer'"'"'s loy for brand marketing purposes.

12. The medium of claim 11, wherein each question includes an answer scale indicating consumer'"'"'s unwillingness to give up a brand.

13. The medium of claim 12, wherein the scale is from 0 to 10.

14. The medium of claim 11 wherein the consumers attached to a brand include consumers who selected 9s and 10s on the answer scale.

15. The medium of claim 11 further comprising instructions for;

generating an advertisement of a product brand for use in the paired media brand; and

sending the generated advertisements to consumers attached to the paired brands.