CHAPTER: 9

MEASURING SOURCES OF
BRAND EQUITY:
CAPTURING CUSTOMER
MINDSET

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Learning Objectives
 Describe effective qualitative research techniques
for tapping into consumer brand knowledge
 Identify effective quantitative research techniques
for measuring brand awareness, image, responses,
and relationships
 Profile and contrast some popular brand equity
models

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Qualitative Research Techniques

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Free Associations
 Powerful way to profile brand associations
 Without any specific probe, consumers narrate:
 What comes to their mind when they think about the
brand or the associated product category
 Help form a rough mental map for the brand
 Indicate the relative strength, favorability, and
uniqueness of brand associations

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Projective Techniques
 Diagnostic tools to uncover the true opinions and
feelings of consumers when:
 They are unwilling or unable to express themselves
 Present consumers with ambiguous stimulus and
ask them to make sense of it

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Types of Projective Techniques

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Zaltman Metaphor Elicitation
Technique (ZMET)
 Uncovers hidden thoughts and feelings which can
be expressed using metaphors
 Elicits interconnected constructs that influence
thought and behavior
 Construct- An abstraction to capture common ideas
or themes expressed by customers
 Metaphor
 Defining one thing in terms of other
 Represents thoughts that are tacit, implicit, and
unspoken
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Figure 9.3 - Application of ZMET to
Intimate Apparel Market

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Neural Research Methods
 Neuromarketing - Study of how the brain responds
to marketing stimuli, including brands
 Research indicates that consumer buying decision
is a unconscious habitual process

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Brand Personality and Values
 Brand personality - Human characteristics or traits
that consumers can attribute to a brand
 The big five- Brand personality scale used to
measure:
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

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Figure 9.4- Brand Personality Scale
Measures

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Ethnographic and Experiential
Methods
 Use “thick description” based on participant
observation
 Extract and interpret the deep cultural meaning of
events and activities

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To Sum up...
 Qualitative research techniques ascertain consumer
perceptions that are difficult to uncover
 Disadvantages
 Small sample size may not necessarily generalize to
broader populations
 Due to qualitative nature, data is open to varied
interpretations

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Quantitative Research Techniques

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Brand Awareness
 Recognition
 Recall
 Corrections for guessing
 Strategic implications
 Yields insight into how brand knowledge is organized
in memory
 Identifies cues or reminders necessary for consumers
to retrieve the brand from memory

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Brand Image
 Associations that consumers hold for a brand
 Useful for marketers to make a distinction between:
 Lower-level considerations(performance and imagery)
and higher-level considerations (judgements and
feelings)
 Beliefs: Descriptive thoughts that a person holds
about something
 Multidimensional scaling

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Figure 9.8- Hypothetical Restaurant
Perceptual Map

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Brand Responses

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Brand Relationships
 Characterized in terms of brand resonance and
measures for following key dimensions
 Behavioral loyalty
 Attitudinal attachment
 Sense of community
 Active engagement

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Brand Relationships

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Comprehensive Models of Consumer-
Based Brand Equity
 BrandDynamics
 Bonding
 Advantage
 Performance
 Relevance
 Presence
 Relationship to the CBBE model
 Five sequenced stages of Millward Brown’s
BrandDynamics model to the four ascending steps of
the CBBE model
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Figure 9.12- Brand Dynamics™
from Millward Brown

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Figure 9.13- Summary of Qualitative and
Quantitative Measure

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