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    Brand Equity

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    Anonymous uxd1yd
    The document discusses various qualitative and quantitative research techniques for measuring brand equity and understanding consumer perceptions and associations with brands. Some key techniques mentioned include ethnographic research, free association exercises to understand brand meanings, repertory grid interviews comparing brands, projective techniques using images and stories, list techniques, archetype analysis, focus groups, and quantitative measures like recognition, recall, image and purchase intention scales.

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    Brand Equity

    Uploaded by

    Anonymous uxd1yd
    95 views18 pages
    The document discusses various qualitative and quantitative research techniques for measuring brand equity and understanding consumer perceptions and associations with brands. Some key techniques mentioned include ethnographic research, free association exercises to understand brand meanings, repertory grid interviews comparing brands, projective techniques using images and stories, list techniques, archetype analysis, focus groups, and quantitative measures like recognition, recall, image and purchase intention scales.

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    brand management notes

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    Brand Equity Ppt

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    The document discusses various qualitative and quantitative research techniques for measuring brand equity and understanding consumer perceptions and associations with brands. Some key techniques mentioned include ethnographic research, free association exercises to understand brand meanings, repertory grid interviews comparing brands, projective techniques using images and stories, list techniques, archetype analysis, focus groups, and quantitative measures like recognition, recall, image and purchase intention scales.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    95 views18 pages

    Brand Equity

    Uploaded by

    Anonymous uxd1yd
    The document discusses various qualitative and quantitative research techniques for measuring brand equity and understanding consumer perceptions and associations with brands. Some key techniques mentioned include ethnographic research, free association exercises to understand brand meanings, repertory grid interviews comparing brands, projective techniques using images and stories, list techniques, archetype analysis, focus groups, and quantitative measures like recognition, recall, image and purchase intention scales.

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    You are on page 1of 18

    Measuring Sources of Brand Equity

    Capturing the Consumer Mindset

    Consumer Research
    Using ethnographic methods to understand consumption cultures Studying consumers in their natural surroundings Developing unique qualitative research techniques to identify brand associations and sources of brand equity

    Profiling brand associations


    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

    Kelly repertory grid


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

    Eliciting Brand Associations


    Visual techniques (collages, photos) Projective techniques (brand as a car) Brand stories Usage associations (heavy/light; regular/non)

    Projective Techniques
    Couched in psychology

    Types
    Constitutive - subject imposes structure; clay modeling 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

    Elicited material
    Surface level
    Word association Sentence completion Cartoon Object sorting

    Moderate level
    Object personification Shopping list Picture drawing Role playing

    High level elicitation


    Collage construction - ZMAT Story-starters, dream extensions Photo sorts Auto-driving Video elicitation

    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

    Archetype Research
    Fundamental psychological association with a cultural object PT Cruiser - gangster car or hot rod? Cheese - alive (aged) in France or dead (body baggie) in US?

    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

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

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

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

    Brand Relationships
    Behavior loyalty Brand substitutability Other brand resonance dimensions - wordof-mouth, on line

    Your Turn
    Your clients brand, Viagra, is losing some equity to Cialis brand. 1. Create a qualitative technique to learn about consumer perception about the brand 2. Develop a quantitative scaling measure to determine brand image.

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