11 a brand equity measurement

8/8/2019 11 a Brand Equity Measurement

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Measuring Sources of

Brand Equity

Capturing the Consumer Mindset


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Capturing the Consumers Mind


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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


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Consumer Research

Studying consumers in their natural surroundings

Developing unique qualitative research

techniques to identify brand associations andsources of brand equity


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Brand associations 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 ameasure of brand strength

Compare associations with other brands


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Kelly repertory grid

Brand triads:

Which two brands are most alike? Why?

Ford BMW Mercedes BenzChevy Saab BMW

BMW VW Jaguar


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Eliciting Brand Associations

Visual techniques (collages, photos)

Projective techniques (brand as a car)

Brand stories Usage associations (heavy/light; regular/non)


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Projective Techniques

Couched in psychology


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Types

Constitutive - subject imposes structure; claymodeling

Constructive - using structures to create reality;building blocks

Interpretive - subject ascribes meaning to stimulus;word association

Cathartic - play techniques Refractive - subjects look back on behavior


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Projective Technique

Rorschach test

Bubble test

Comparison task


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Shopping List Technique Pound of hamburger

2 loaves Wonder bread

Bunch of carrots

Nescafe instant coffee

5 lbs. potatoes

2 cans Heinz catsup

Pound of hamburger

2 loaves Wonder bread

Bunch of carrots

Starbucks coffee beans

5 lbs. potatoes

2 cans Heinz catsup


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High level elicitation

Collage construction ZMET (Zaltman

Metaphor Elicitation Technique) Story telling

Missed images Sorting task

Construct elicitation

Most representative picture

Opposite images Sensory images

Mental map

Summary image

vignette


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Archetype Research Brand

personality, values

Fundamental psychological association with a

cultural object

If a brand was to come alive


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Brand Personality ScaleSincerity Excitement

Competence

Sophistication Ruggedness

Down to earth

Family oriented

Small town

Daring

Trendy

Exciting

Reliable

Hard-working

Secure

Upper-Class

Glamorous

Good-looking

Outdoorsy

Masculine

Western

Honest

SincereReal

Spirited

CoolYoung

Intelligent

TechnicalCorporate

Charming

FeminineSmooth

Tough

Rugged

Wholesome

Original

Imaginative

Unique

Successful

Leader

Confident

Cheerful

Sentimental

Friendly

Up-to-date

Contemporary

Independent


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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


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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 product

interaction


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QUANTITATIVE RESEARCHTECHNIQUES


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Brand Awareness

Ability to identify and recall brand elements

Brand recognition, packaging

Recall aided, unaided What are the brands that come to your mind


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Brand Image Sony Playstation

Sony Playstation is

fun and exciting,

cool and hip

Colorful

good graphic quality

variety of software titles

too violent

Used by the 20 something male who is serious

about gaming


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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)


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Quantitative Techniques

Recognition measures

T-scopes, eye tracking

Package designRecall measures

Probes to stimulate memory

Unaided for all brands(top-of-mind) Aided uses cues - attribute & usage probes


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Image research

Open-endedmeasures for

strength, favorability, uniqueness

Scaling techniques Likert scale for likeliness

Free-choice for brand attribute association

Ranking orderof brands


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Brand Responses

Purchase intention

Action -buy for self or as a gift

Target - types of products and brandContext - store, conditions, occasion

Time - when, how soon


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Brand Relationships

Behavior loyalty

Brand substitutability

Other brand resonance dimensions - word-of-mouth, on line


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Multi dimensional scaling


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Understanding Brand Attitudes

Daniel Katz

Utilitarian function - Need

Value expressive function - Personality

Ego-defensive function Bolster a perceived weakness

Knowledge function decision making


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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 wouldyou have done (waited, gone to another store,

bought another brand

Do you have any batteries right now? Whichbrand are they?

Which brand of batteries will you buy the next

time?


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Susan Fourniers Brand

Relationship concept

Interdependence

Self concept connection

Commitment Love/passion

Intimacy

Partner quality


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Consumer Brand Relationships Arranged Marriage

Casual / friendly relation

Marriage of convenience

Committed partnership

Best friendship

Compartmentalizedfriendship

Kinship

Rebound relationship

Childhood relationship

Courtship

Fling

Enmity

Enslavement Secret affair


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Summary of Research methods Qualitative

Free associations

Ratings

Projective

Photo sorts

Bubble, story telling Personification

Experiential

Quantitative

Awareness

Image - Strength,favorability, uniqueness

Judgments, feelings

Loyalty Relationship measures

11 a brand equity measurement

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