Financial Statistics/Marketing Seminar

Sponsored by SORA - the Southern Ontario Chapter of the American Statistical Association and the Southern Ontario Regional Association of the Statistical Society of Canada. This seminar is co-sponsored by the Bank of Nova Scotia and is the fourth in a series.

Everyone is welcome to attend. There is no fee for these seminars, but space is limited so pre-registration is essential.


Mr Steve Earwaker
Vice President, Custom and Analytical Services - The NPD Group


Tuesday April 25, 2000


2:00 - 4:30 p.m.


The Bank of Nova Scotia,
National Trust Board Room
"1 Financial Place"
1 Adelaide Street East, 3rd Floor, Toronto

This is 1 block north of King at the south-east corner of Yonge and Adelaide (King subway station).


Brand Equity and Brand Loyalty Modeling

Modeling brand loyalty as a means of strategically building brand equity

One of the greatest imperatives of companies today is developing and growing strong brands - this activity is often referred to as strategic brand management. "Brand equity" is of paramount importance to the brand management team, however, there is much confusion about on what it is and how to measure it.

Some would argue that brand equity is embodied in the consumer awareness and attitudes towards the brand - the esteem of the brand, if you will. Others point to the purchase behavior of consumers as the ultimate measure of the brand's equity.

From a practical point of view, strategic brand management requires measuring and managing BOTH these aspects of brand equity: consumer attitudes AND purchase behavior. Brand loyalty is the intersection of the two. A consumer who is loyal to a brand is one who holds the brand in high esteem, and who consistently buys the products or services represented by that brand.

There are other important aspects of brand equity which will not be covered in this presentation, such as the valuation of the brand, how to determine its economic worth to the company, and how much it money it would return if sold to another company. These aspects are of less strategic importance to the brand manager, but are the successful outcomes of strategic brand management.


About the Speaker

Since 1990, Mr Earwaker has worked in the private sector as a market research professional, and has developed an extensive knowledge of the fielding and analysis of survey research for a wide range of clients. In addition to his expert knowledge in market research and segmentation studies, he has also designed and developed customer satisfaction tracking research, market usage and attitude research, and new product concept testing in a number of service industries, including financial services.

Mr. Earwaker is currently the Vice President of Custom and Analytical Services at The NPD Group. He also leads the Statistical Consulting group at NPD Canada, providing statistical consulting to research staff at NPD, and research design services to support advanced marketing research methodologies for NPD's clients, including: Brand positioning and perceptual brand mapping; Brand equity; Customer Satisfaction; Impact analysis; Tradeoff techniques; Simulated test market modeling; Data reduction; and Survey sampling design.

Prior to his current position at NPD, Mr. Earwaker worked for Statistics Canada as a Senior Survey Methodologist for several years where he designed and implemented sample management, data collection and data analysis methodologies for Canada's largest surveys, including the Labour Force Survey (50,000 interviews monthly), and the Census (14 million households).

Mr. Earwaker obtained his MMath in Statistics from the University of Waterloo. He is currently a member of the Professional Market Research Society of Canada (PMRS) with a professional member status.

Please RSVP

Due to limited space, we require all attendees to pre-register with Tamara Arenovich, Vice-Chair, SORA Committee for Financial Statistics & Marketing:

Tamara Arenovich
Statistical Consultant
Centre for Academic Technology
University of Toronto
Phone: (416) 978-5128
Fax: (416) 978-7705

For those who register colleagues and guests for this seminar, please make sure that you include the name, phone number, company name/institution name, e-mail address and fax number of those people so that we will have a proper record in our system.

For more information about this seminar and other SORA events and activities, please contact either Tamara or Ivan Hon, Chair, SORA Committee for Financial Statistics & Marketing:

Ivan Hon
Senior Technical Manager
Retail Marketing
The Bank of Nova Scotia
602-100 Yonge Street,
Toronto, Ontario M5H 1H1
Phone: (416) 933-1493