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    Measuring Sources of Brand Equity: Capturing The Consumer Mindset

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    Divyang Patil
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    Measuring Sources of Brand Equity: Capturing The Consumer Mindset

    Uploaded by

    Divyang Patil
    14 views18 pages
    kk

    Original Title

    450_Ch9 (1)

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    kk

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    14 views18 pages

    Measuring Sources of Brand Equity: Capturing The Consumer Mindset

    Uploaded by

    Divyang Patil
    kk

    Copyright:

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

    Word association Object personification


    Sentence completion Shopping list
    Cartoon Picture drawing
    Object sorting Role playing
    High level elicitation
    • Collage construction - ZMAT
    • Story-starters, dream extensions
    • Photo sorts
    • Auto-driving
    • Video elicitation
    List Technique
    • Pound of hamburger • Pound of hamburger
    • 2 loaves Wonder bread • 2 loaves Wonder bread
    • Bunch of carrots • Bunch of carrots
    • Nescafe instant coffee • Starbucks coffee beans
    • 5 lbs. potatoes • 5 lbs. potatoes
    • 2 cans Heinz catsup • 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 - word-
    of-mouth, on line
    Your Turn
    Your client’s 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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