brand management presentation, qudus
TRANSCRIPT
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Measuring Sources of Brand Equity:
Capturing Customer Mind-Set
Group Members
Maryum Dawar
Noreen Khalid
Salman ariq
Mu!ee" #r$ehman
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Measuring Sources of Brand Equity: CapturingCustomer Mind-Set
Presentation Goals & Objectives
1. Describe efective qualitative research techniques
or tapping into consumer brand knowledge.
2. Identiy efective quantitative research
techniques or measuring brand awareness,
image, responses, and relationships.
. !ro"le and contrast some popular brand equity
models.
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Qualitative Research Techniques
Qualitative research techniques oten identiy possible
brand associations and sources o brand equity.
#hese are relatively unstructured measurement approachesthat permit a range o both questions and answers and so
can oten be a useul "rst step in e$ploring consumer
brand and product perceptions.
#his section ne$t reviews a number o qualitative research
techniques or identiying sources o brand equity such as
brand awareness, brand attitudes, and brand attachment.
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Free Association
#he simplest and oten the most powerul way to pro"le brand
associations is ree association task.
%ub&ects are asks what comes to mind when they think o the
brand, without any more speci"c probe or cue than perhaps the
associated product category. '()hat does the *ole$ name mean to
you+-
arketers can use the resulting associations to orm a rough
mental map or the brand.
arketers use ree association tasks to identiy the range o
possible brand associations in consumers/ minds.
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Free Association
It also provide some rough indication o the relativestrength, avorability, and uniqueness o brand
associations.
0oding responses in terms o the order o elicitation
whether they are early or late in the sequenceat least
gives us a rough measure o their strength.
Two main issues to consider
#ypes o probes to give to sub&ects.
ow to code and interpret the resulting data.
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Projective TechniquesProjective techniques are diagnostic tools to uncover the true
opinions and eelings o consumers when they are unwilling orotherwise unable to e$press themselves on these matters.
In result consumers will reveal some o their true belies and
eelings.
!3# is useul when deeply rooted personal motivations or
personally or socially sensitive sub&ects are at issue.
!3# don/t always yield results as powerul. #hey oten provide
useul insights that help to assemble us a more complete
picture o consumers and their relationships with brands.
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Kind of Projective Techniques
Comletion and !nterretation Tas"s
0lassic pro&ective techniques use incomplete or ambiguous stimuli
to elicit consumer thoughts and eelings.
4ubble e$ercises
Comarison Tas"s
In which we ask consumers to convey their impressions by
comparing brands to people, countries, animals, activities, abrics,
occupations, or even other brands.
*esearcher identiying key brand personality associations.
Archet#es
5rchetype research is one technique or eliciting deeply held
consumer attitudes and eelings.
*apaille believes children e$perience a signi"cant initial e$posure
to an element o their world called the (imprinting moment. #he
pattern that emerges when we generali6e these imprinting moments
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$altman %etahor licitation Technique 78# is based on a belie that consumers oten have
subconscious motives or their purchasing behavior. (5lot goes on in our minds that we/re not aware o, said
ormer arvard 4usiness %chool proessor 9erald
7altman.
(ost o what in:uences what we say and do occurs
below the level o awareness. #hat/s why we need new
techniques to get at hidden knowledgeto get at what
people don/t know they know.
78# is (a technique or eliciting interconnected
constructs that in:uence thought and behavior.
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#he technique is based on the idea that (most social
communication is nonverbal and, as a result, appro$imately
two3thirds o all stimuli received by the brain are visual.
;sing 78#, 7altman teases out consumers/ hidden thoughts
and eelings about a particular topic, which oten can be
e$pressed best using metaphors.
7altman de"nes a metaphor as (a de"nition o one thing in
terms o another,
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'eural (esearch %ethods
'euromar"etin) is the study o how the brain responds to
marketing stimuli, including brands.
>or e$ample, some "rms are applying sophisticated techniques
such as 889 'elector encephalograph- technology to monitor
brain activity and better gauge consumer responses to marketing.
It has been used to measure the type o emotional response
consumers e$hibit when presented with marketing stimuli.
?eurological research has shown that people activate diferent
regions o the brain in assessing the personality traits o people
than they do when assessing brands.
@ne ma&or research "nding to emerge rom neurological
consumer research is that many purchase decisions appear to be
characteri6ed less by the logical weighing o variables and more(
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*rand Personalit# and +alues
4rand personality is the human characteristics or traits
that consumers can attribute to a brand.
)e can measure it in diferent ways. 'open3ended
*esponse-
marketers can give consumers a variety o pictures or a
stack o maga6ines and ask them to assemble a pro"le o
the brand.
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The *i) Five,
-, %incerity 'down3to3earth, honest,
wholesome, and cheerul-
., 8$citement 'daring, spirited, imaginative,
and up3to3date-
/, 0ompetence 'reliable, intelligent, and
successul-0, %ophistication 'upper class and charming-
1, *uggedness 'outdoorsy and tough-
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thno)rahic and 2eriential %ethods
8thnographic research uses (thick description based onparticipant observation.
In marketing, the goal o ethnographic research is to
e$tract and interpret the deep cultural meaning o eventsand activities through various research techniques such as
consumer immersion, site visits, shop3a longs, embedded
research, etc.
5dvocates o the ethnographic approach have sentresearchers to consumers/ homes in the morning to see
how they approach their days, given business travelers
digital cameras and diaries to capture their eelings when
in hotel rooms, and conducted (beeper studies in which
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%ualitati&e $esearch echniques
Summary
A3*3# are a creative means o ascertaining consumer
perceptions that may otherwise be diBcult to uncover.
#he range o possible A3*3# is limited only by the
creativity o the marketing researcher.
Its Drawbacks are:
%amples si6es are too small.
Aualitative nature o the data, there may be questions o
interpretation.
Diferent researchers e$amining the same results rom a
qualitative research study may draw diferent conclusions.
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%uantitati&e $esearchechniques
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In order to make more con"dent and
deensible strategic and tactical
recommendations marketers usually go orquantitative research techniques.
Auantitative research aims toC prove or
disprove.
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It is related with how easily can consumers
recall a brand name, logo, symbol, character, or
packaging under diferent conditions.
arketers use several measures o awareness o
brand elements
Bran !wareness
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(eco)nition
4rand recognition requires consumers to identiy
the brand under a variety o circumstances. #he
most basic recognition test gives consumers a set
o individual items visually or orally and ask
them whether they think they/ve previously seen
or heard o these items.
4rand recognition is especially important or
packaging.
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A brand name with a hi)h level of awareness
will be reco)ni3ed under less than ideal
conditions, Consider the followin) list of
incomlete names 4i,e,5 word fra)ments6, 7hich
ones do #ou reco)ni3e8
1. D _ _ N E _
2. K O _ _ K
3. D _ L T _
4. G _ L L _ T _ _5. H _ _ S H _ Y
6. N _ K _
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1. D I S N E Y
2. K O DAK
3. D EL T A4. G I L L E T TE
5. H ERS H E Y
6. N IK E
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Bran Recall
4rand recall reers to the ability o the
consumers to correctly generate and
retrieve the brand in their memory.@ten tested through surveys or
interviews, brand recall is tested by asking
participants questions such as name asmany car models as possible .
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"naie Recall
#he moderator asks respondents to
recall inormation without the aid o a
cue or prompt.
ere are e$amples.
(!lease tell me all the brands ofmobile phones you can think of.
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aie Recall
#he moderator tells or shows speci"c
prompts to respondents, and then asks
a question. #he prompt stimulates
memory associations. ere is an
e$ample.
(!lease look at these brandsE 5, 4, 0,
and D. )hich one do you use+
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#orrection $or %uessin%
5ny research measure must consider
the issue o consumers making up
responses or guessing. #hat problem
may be especially evident with certain
types o
aided awareness or recognitionmeasures or the brand.
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@ne market research "rm, @$toby3%mith,
conducted a benchmark study o awareness ohealth and beauty products.
In the study, the "rm asked consumers
questions like thisE
(#he following is a list of denture adhesive
brand names. !lease answer yes if you/ve
heard the name before and no if you haven/t.O"a#8 Ora928 Fasteeth8:entu;Ti)ht8
Fi2odent8
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It/s a modeling technique which measures the strength
o a brand in terms o its emotional and unctional
bene"ts as perceived by the consumer.
It/s a practical management tool generated with which
marketers can assess a brandHs strength, determine
speci"c actions to improve or protect their brand and
monitor marketing programs over time.
It evaluates and measures how individual consumers
perceive the three main drivers o a brandHs value.
&quity en%ine
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5BnityE #he consumerHs emotional relationship with
the brand is the most diBcult o these to measure.
!erormanceE is measured using unctional attributes
speci"c to the market e.g. or beer it might be
alcohol content, how rereshing it is etc.
!riceE #he consumerHs perceptions o price.
Brand Value
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8quity 8ngine e$presses brand equity as a
combination o the unctional bene"tsdelivered by the brand 'perormance- and the
emotional bene"ts 'aBnity-.
!erormance as a unction o product and
service attributes. 5Bnity as a unction o the brand
identi"cation 'the closeness customers eel to
the brand-, approval 'the status the brand
en o s amon a wider social conte$t o
Brand Equity
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#otal Auality anagement has driven genuinely
bad products and services out o the market.
#hose that remain are all o satisactory quality,
meaning that the customer now aces a
bewildering array o good alternatives. In
response to this, the basis or the "nal purchasedecision has e$panded rom simply, )hat will
you do or me+ to, )hat will you do or me
and mean to me+
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#here are two promising candidates or how this equity
can be measuredE
#he "rst type o approach measures equity in terms ooutcomes, such as the e$tent to which customers are
prepared to stake their personal or proessional
reputation behind a brand by recommending it to others
or the price premium they are prepared to pay.
#he second type o approach measures equity in terms
o the scale and nature o the utility that the brand
delivers to customers.
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willingness to recommend to a riend is the singlemost reliable measure o brand equity.
net promoter score 'the number o people willing to
recommend your brand minus those who are notwilling to do so- provides an accurate predictor o
your companyHs growth prospects.
#he limitation o outcome approaches is that, whilethey may accurately quantiy how much brand equity
you en&oy, they provide limited insight into what
creates this equity.
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5nother approach tries to quantiy the e$tent obrand equity by measuring the degree o relevant
diferentiation provided.
*elevant diferentiation measures the success o
marketing in terms o the e$tent to which two goals
have been achieved ma$imi6ation o the
perceived "t between your brand and your customerHsneedsJ and ma$imi6ation o the perceived
diferentiation o your brand versus its competitors.
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5 high relevant diferentiation score provides insight
into why a certain brand is perceived to be uniquely
capable o meeting customer needs.
>ollowing are pro"les o a number o well3established
brand equity models that seek to identiy the scale
and sources o brand equity.
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8quity 4uilder, the methodology ocus on establishing
the emotional component o brand equity.
Equity Builder
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Kevin Lane Keller mirrors the 8quity
8ngine approach by seeing the brand as a blend othe rational and the emotional, measured in terms o
perormance characteristics and imagery.
0ustomersH relationship to a brand can be plotted in
terms o their altitude on the pyramid o engagementand their relative bias towards a rationally dominant
or emotionally dominant relationship.
Kevin Lane Keller's Model
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#his approach characteri6es the relationship that a
customer has with a brand into one o "ve stagesEpresence, relevance, perormance, advantage, and
bonding.
Bran Dynamics
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!resence customers have only a basic awareness o
the brand while bonded customers are intensely
loyal, at least in their attitudes.
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It begins from a behavioral observation of brand equity.
Brand equity is measured in terms of a customer's frequency of purchase and
the price premium paid.
Once favorable behavior is observed, the methodology seeks to analye the
attitudinal characteristics of those customers.
Winning Brands
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han' (ou)