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    Measuring Sources of Brand Equity

    Uploaded by

    Gazal Gupta
    This document discusses both qualitative and quantitative methods for measuring sources of brand equity through consumer research. It provides examples of qualitative techniques like free associations, projective techniques, and experiential methods. It also discusses quantitative awareness measures like recognition, recall, and guessing errors. Additionally, it outlines image research methods and measuring brand responses, relationships, and perceptual mapping to identify brand positions.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Measuring Sources of Brand Equity

    Uploaded by

    Gazal Gupta
    202 views24 pages
    This document discusses both qualitative and quantitative methods for measuring sources of brand equity through consumer research. It provides examples of qualitative techniques like free associations, projective techniques, and experiential methods. It also discusses quantitative awareness measures like recognition, recall, and guessing errors. Additionally, it outlines image research methods and measuring brand responses, relationships, and perceptual mapping to identify brand positions.

    Original Description:

    Consumer Research Qualitative Techniques Focus Groups Image research Brand Responses

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    This document discusses both qualitative and quantitative methods for measuring sources of brand equity through consumer research. It provides examples of qualitative techniques like free associations, projective techniques, and experiential methods. It also discusses quantitative awareness measures like recognition, recall, and guessing errors. Additionally, it outlines image research methods and measuring brand responses, relationships, and perceptual mapping to identify brand positions.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    202 views24 pages

    Measuring Sources of Brand Equity

    Uploaded by

    Gazal Gupta
    This document discusses both qualitative and quantitative methods for measuring sources of brand equity through consumer research. It provides examples of qualitative techniques like free associations, projective techniques, and experiential methods. It also discusses quantitative awareness measures like recognition, recall, and guessing errors. Additionally, it outlines image research methods and measuring brand responses, relationships, and perceptual mapping to identify brand positions.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 24

    Measuring Sources of

    Brand Equity

    Consumer Research
    Qualitative

    Free Associations
    Projective Techniques
    Brand Personality and Values
    Experiential Methods

    Quantitative

    Awareness
    Image
    Brand Response
    Brand Relationships

    Qualitative Techniques

    Can You Tell Me Something About


    The Owner of this Bicycle

    What About This ?

    What if this had been a Person?

    And This??

    What if this had been an Animal?

    And This??

    And This??

    What is She Saying?

    Read the Lists

    List 1
    Godrej Chicken
    Ferrero Roche
    MTR Gulab Jamun
    Mix
    Nescafe instant
    coffee
    Dabur Home Made
    MDH Meat Masala
    ITC Kitchens of India
    (Palak Paneer)

    List 2
    Dressed Chicken
    Darjeeling Tea Leaves
    500 gm Ginger
    200 gm Garlic
    2 kg Potatoes
    1 kg Flour
    Dairy Milk Chocolate

    The ZMET Interview


    Storytelling

    about Pictures
    Missing Pictures
    The Triad Task
    Metaphor Probe/Expand the Frame
    Sensory (Non-Visual) Metaphors
    Vignette
    Digital Imaging

    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

    Fill Up
    __

    K __ Y
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    __ A L __ __ N __ L __ I __
    V __ __ S __ C __
    __ __ M __ S __ F __ N __ I __
    __ R __
    M __ __ T __ L __ N __
    P __ __ A __ O __ I __

    Read The Ad

    Describe

    Awareness
    Recognition

    Name
    Packaging
    Eyeball Tracking

    Recall

    Aided
    Unaided

    Guessing

    Errors

    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

    Perceptual Map: Painkillers

    Can You Identify The Dimensions?

    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 word-of-mouth, on line

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