Measuring Sources of Brand Equity

Capturing the Consumer Mindset

Capturing the Consumers Mind

Capturing the Consumers Mind
‡ Who buys, Who makes the decision, Who influences ‡ How is the decision made, who assumes what role? ‡ What does the customer buy, what needs must be satisfied? ‡ Why a particular brand? ‡ Where ‡ When? Seasonality ‡ Attitudes, perceptions to our brand ‡ Influencing social, lifestyle, demographic factors

Consumer Research ‡ Studying consumers in their natural surroundings ‡ Developing unique qualitative research techniques to identify brand associations and sources of brand equity .

Brand associations ² Free Associations Mind Maps Free associations: What comes to mind with you think of Rolex? What does the Rolex name mean to you? Coding order of elicitation: Place of responses in brand sequence yields a measure of brand strength Compare associations with other brands .

Kelly repertory grid Brand triads: Which two brands are most alike? Why? Ford BMW Mercedes Benz Chevy Saab BMW BMW VW Jaguar .

photos) Projective techniques (brand as a car) Brand stories Usage associations (heavy/light. regular/non) .Eliciting Brand Associations ‡ ‡ ‡ ‡ Visual techniques (collages.

Projective Techniques Couched in psychology .

Types ‡ Constitutive .play techniques ‡ Refractive .subject imposes structure. building blocks ‡ Interpretive .using structures to create reality.subjects look back on behavior .subject ascribes meaning to stimulus. word association ‡ Cathartic . clay modeling ‡ Constructive .

Projective Technique Rorschach test Bubble test Comparison task .

Elicited material Surface level Word association Sentence completion Cartoon Object sorting Moderate level Object personification Shopping list Picture drawing Role playing .

Shopping List Technique ‡ ‡ ‡ ‡ ‡ ‡ Pound of hamburger 2 loaves Wonder bread Bunch of carrots Nescafe instant coffee 5 lbs. potatoes 2 cans Heinz catsup . potatoes 2 cans Heinz catsup ‡ ‡ ‡ ‡ ‡ ‡ Pound of hamburger 2 loaves Wonder bread Bunch of carrots Starbucks coffee beans 5 lbs.

High level elicitation ‡ Collage construction ² ZMET (Zaltman Metaphor Elicitation Technique) ² ² ² ² ² ² ² ² ² ² Story telling Missed images Sorting task Construct elicitation Most representative picture Opposite images Sensory images Mental map Summary image vignette .

Archetype Research Brand personality. values ‡ Fundamental psychological association with a cultural object ‡ If a brand was to come alive .

Brand Personality Scale Sincerity Down to earth Family oriented Small town Honest Sincere Real Wholesome Original Cheerful Sentimental Friendly Excitement Daring Trendy Exciting Spirited Cool Young Imaginative Unique Up-to-date Contemporary Independent Competence Reliable Hard-working Secure Intelligent Technical Corporate Successful Leader Confident Sophistication Upper-Class Glamorous Good-looking Charming Feminine Smooth Ruggedness Outdoorsy Masculine Western Tough Rugged .

Focus Groups ‡ ‡ ‡ ‡ ‡ ‡ 5-12 category users in structured location Facilitator ¶learns· from respondents Protocol prepared Open-ended questions used Results used to identify themes Written report to client and creative team .

Other Techniques ‡ Free associations ‡ Adjective ratings. checklists ‡ Confessional interviews ‡ Photo sorts ‡ Archetypal research ‡ Bubble drawing ‡ Personification exercises ‡ Role playing ‡ Photo/written journal ‡ ZMET metaphor elicitation ‡ Day/behavior reconstruction ‡ Participatory design ‡ Consumer led problem solving ‡ Real-life experiencing ‡ Collaging & drawing ‡ Consumer shadowing ‡ Video observation ‡ Consumer ²product interaction .


packaging Recall ² aided. unaided What are the brands that come to your mind .Brand Awareness ‡ ‡ ‡ ‡ Ability to identify and recall brand elements Brand recognition.

cool and hip Colorful good graphic quality variety of software titles too violent Used by the 20 something male who is serious about gaming .Brand Image ² Sony Playstation ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Sony Playstation is fun and exciting.

Image check ‡ What are the strongest associations you have with the brand. What comes to your mind when you think of the brand (measures of strength) ‡ What is good/bad about the brand? What do you like/dislike about the brand? (measure of favorability) ‡ What is unique about the brand? What characteristics/features does this brand share with other brands (measure of uniqueness) .

eye tracking ‡ Package design Recall measures ‡ Probes to stimulate memory ‡ Unaided for all brands(top-of-mind) ‡ Aided uses cues .attribute & usage probes .Quantitative Techniques Recognition measures ‡ T-scopes.

favorability.Image research Open-ended measures for ‡ strength. uniqueness Scaling techniques ‡ Likert scale for likeliness Free-choice for brand attribute association Ranking order of brands .

store. occasion Time . for self or as a gift Target . how soon .when.types of products and brand Context .Brand Responses Purchase intention Action .

word-ofmouth.Brand Relationships ‡ Behavior loyalty ‡ Brand substitutability ‡ Other brand resonance dimensions . on line .

Multi dimensional scaling .

Understanding Brand Attitudes ² Daniel Katz Utilitarian function .Need Value expressive function .Personality Ego-defensive function ² Bolster a perceived weakness Knowledge function ² decision making .

Expectancy Value Model ‡ How likely is Colgate toothpaste to fight tooth decay Extremely unlikely 1 2 3 4 5 6 7 Extremely Likely .

gone to another store. bought another brand ‡ Do you have any batteries right now? Which brand are they? ‡ Which brand of batteries will you buy the next time? .Behavioral Loyalty / Substitutability ‡ ‡ ‡ ‡ Which brand of batteries do you buy? Which brand did you buy last time? Which brand did you consider buying? If the brand had not been available what would you have done (waited.

Susan Fournier·s Brand Relationship concept ‡ ‡ ‡ ‡ ‡ ‡ Interdependence Self concept connection Commitment Love/passion Intimacy Partner quality .

Consumer Brand Relationships ‡ ‡ ‡ ‡ ‡ ‡ Arranged Marriage Casual / friendly relation Marriage of convenience Committed partnership Best friendship Compartmentalized friendship ‡ Kinship ‡ ‡ ‡ ‡ ‡ ‡ ‡ Rebound relationship Childhood relationship Courtship Fling Enmity Enslavement Secret affair .

favorability. feelings ‡ Loyalty ‡ Relationship measures .Strength. uniqueness ‡ Judgments. story telling Personification Experiential ‡ Quantitative ‡ Awareness ‡ Image .Summary of Research methods ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Qualitative Free associations Ratings Projective Photo sorts Bubble.

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