ILMA Compoundings November 2017 - 12

INDUSTRY RUNDOWN

International Insight
Global Branding with Big Data Analytics
By Lam Lye Ching
Global branding is a challenge for lubricant blenders, and
experts say creating brand relevance and differentiation
with the help of big data analytics is key.
"Many products are hard to differentiate and often indistinguishable from competitive products, so branding and
differentiating is essential, perhaps even more so in small
and medium companies," said Dennis Bailen, partner and
chief marketing officer at Chief Outsiders, a U.S.-based
marketing consultancy.
However, developing a global brand strategy can mean the
additional costs of an international marketing team to design brand strategies for each country. With limited resources,
some lubricant blenders are enlisting the capabilities of big
data analytics, such as the YouGov index, to gain brand
insights. The global daily tracking index gives information
on current and future consumer trends and the impact of
a brand in the marketplace, from brand position to brand
value, perceptions and even future purchase considerations.
"Lubricant companies get to know how top players in the
industry are faring with consumers in terms of value and
quality, or whether the buzz created in the market is positive
or negative," said Ervin Ha, senior director at YouGov, a
U.K.-based market research company.
He gave the example of how an international lubricant
company was able to see its brand awareness ranking in a
particular three-month period jump to the top while its
overall brand ranking remained unchanged.
"It tells you what is going on in the market in real-time,
including data about your competitor, your brand visibility
and relevance, empowering companies to tailor their marketing strategy based on ground information," said Ha. The
company tracks more than 2,000 brands in the Americas,
including Mexico and Brazil, about 4,000 brands in Europe
and more than 1,000 brands in Asia-Pacific, including China, interviewing 6 million people each year.
Brand relevance gives brand visibility. "The strongest
brands are the ones that are making a difference in consumers' lives and are also the ones that are relevant," said Scott

12

NOVEMBER 2017

| COMPOUNDINGS | ILMA.ORG

M. Davis, chief growth officer at Prophet, a global brand
and marketing consultancy. The company created a Brand
Relevance Index (BRI) to help companies measure the relevance of their brands from a consumer perspective.
For example, ILMA member Valvoline uses its NASCAR
sponsorship and a dedicated website to create brand differen-


http://www.ILMA.ORG

Table of Contents for the Digital Edition of ILMA Compoundings November 2017

LETTER FROM THE CEO
INSIDE ILMA
Company Callout
WHAT’S COMING UP
In the Know
INDUSTRY RUNDOWN
International Insight
Market Report
SHIFTING GEARS – INNOVATING THE FUTURE
NORTH AMERICAN SPECIFICATION UPDATE
DIGITAL MARKETING IN MANUFACTURING
BUSINESS HUB
COUNSEL COMPOUND
WASHINGTON LANDSCAPE
IN NETWORK
Member Connections
ILMA Compoundings November 2017 - Cover1
ILMA Compoundings November 2017 - Cover2
ILMA Compoundings November 2017 - 1
ILMA Compoundings November 2017 - 2
ILMA Compoundings November 2017 - LETTER FROM THE CEO
ILMA Compoundings November 2017 - INSIDE ILMA
ILMA Compoundings November 2017 - 5
ILMA Compoundings November 2017 - Company Callout
ILMA Compoundings November 2017 - 7
ILMA Compoundings November 2017 - WHAT’S COMING UP
ILMA Compoundings November 2017 - 9
ILMA Compoundings November 2017 - INDUSTRY RUNDOWN
ILMA Compoundings November 2017 - 11
ILMA Compoundings November 2017 - International Insight
ILMA Compoundings November 2017 - 13
ILMA Compoundings November 2017 - Market Report
ILMA Compoundings November 2017 - 15
ILMA Compoundings November 2017 - SHIFTING GEARS – INNOVATING THE FUTURE
ILMA Compoundings November 2017 - 17
ILMA Compoundings November 2017 - 18
ILMA Compoundings November 2017 - 19
ILMA Compoundings November 2017 - 20
ILMA Compoundings November 2017 - 21
ILMA Compoundings November 2017 - 22
ILMA Compoundings November 2017 - 23
ILMA Compoundings November 2017 - NORTH AMERICAN SPECIFICATION UPDATE
ILMA Compoundings November 2017 - 25
ILMA Compoundings November 2017 - 26
ILMA Compoundings November 2017 - 27
ILMA Compoundings November 2017 - DIGITAL MARKETING IN MANUFACTURING
ILMA Compoundings November 2017 - 29
ILMA Compoundings November 2017 - 30
ILMA Compoundings November 2017 - 31
ILMA Compoundings November 2017 - BUSINESS HUB
ILMA Compoundings November 2017 - 33
ILMA Compoundings November 2017 - COUNSEL COMPOUND
ILMA Compoundings November 2017 - WASHINGTON LANDSCAPE
ILMA Compoundings November 2017 - Member Connections
ILMA Compoundings November 2017 - 37
ILMA Compoundings November 2017 - 38
ILMA Compoundings November 2017 - 39
ILMA Compoundings November 2017 - 40
ILMA Compoundings November 2017 - Cover3
ILMA Compoundings November 2017 - Cover4
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