5: Measuring Sources of Brand Equity Flashcards
why aren’t brand knowledges structures easy to measure?
they reside inside the consumers’ mind
what do you need to measure to measure brand equity
- brand awareness
–> recognition
–> recall - Image
–> strong, unique, relevant, and favourable associations
with what kind of measures do you measure brand awareness
quantitative measures (survey based)
with what kind of measures do you measure brand image
qualitative and quantitative measures
qualitative research techniques for brand image
– Unstructured measurement approaches with a wide range of responses that are used to uncover brand associations
– “1 st step” for brand image
quantitative research techniques for brand image
– Employs scale questions so that numerical representations and summaries can be made.
– The 2 nd step for brand image measurement.
tools to measure brand awareness (recognition)
Simple test for recognition
Distorted cue test
Fill in the blanks
tools to measure brand awareness (recall)
Unaided recall test
Aided recall test
If research reveals that many consumer decisions are
made at the point-of-purchase then brand ______ is
important
recognition
If research reveals that consumer decisions are mostly made in settings away from the point-of-purchase then brand _____will be more important
recall
tool to measure brand image: free association tests
- Simple free association
- Probed free associations
tool to measure brand image: projective techniques
- Complete and interpret
- Comparison techniques
- Zaltman metaphor elicitation
tool to measure brand image: personality tests
- Aaker’s Big 5
- Dialogue test
- Tombstone
simple free association tool
- Simple & powerful research tool.
- Helps determine range of associations, the strength of associations, the relevance of associations & to some extent favorability.
- If many respondents say “fights cavities” as one of their first associations then it is a strong association and likely has an impact on purchase
questions for a probed free association test
What do you like best about the brand? What are its positive aspects? What do you dislike about the brand?
What do you find unique about the brand? How is it the same/different from other brands?
Who uses the brand? What kind of person? How much do you like the people who use this brand? user imagery
When and where do they use the brand? What type of situations? How do they use the brand? Where is it appropriate to use this brand? usage imagery
Why do people use the brand? What do they get out of using it? benefits
other tools to measure brand image
- Relationships
- Observations
- Mood Board exercises
- MRI / Neural techniques
what does a Zaltman Metaphor Elicitation Technique (ZMET) do?
Uncovers hidden consumers’ knowledge
“a technique for eliciting interconnected constructs that influence thought and
behavior”
* construct refers to “an abstraction created by the researcher to capture
common ideas, concepts, or themes expressed by customers”
how to do a ZMET
ZMET study starts with a group of participants
Asked in advance to think about the research topic
* Collect a set of images from their own sources that represent their thoughts and feelings about the research topic
Bring images with them for a one-on-one interview
When interviews are complete
* Researchers identify key themes or constructs, code the data, and assemble a consensus map of the most important constructs
projective techniques are useful when?
- Especially well-suited for sensitive topics.
- Remarkably well-suited when the customer has difficulty communicating his/her thoughts/feelings.
- Helpful to uncover deep personal motivations/beliefs
Aaker’s big 5
- Sincere
Down-to-earth, honest, wholesome, cheerful - Exciting
Daring, spirited, imaginative, up-to-date - Competent
Reliable, intelligent, successful - Sophisticated
Upper-class, charming - Rugged
Outdoorsy, tough
what can SURF associations be organized into?
buckets to generate the core brand values.
One of these core values encompasses
the point-of-difference of the brand.
what can core brand values be used to generate?
a rich and explicit brand narrative
two main drawbacks to qualitative research
- Small sample sizes
- subjectivity/findings require interpretations
what does qualititve data need as back up
quantitative backup
The findings from qualitative research are far more robust and powerful if they can be validated and
generalized.
–>Thankfully, we have quantitative measures to help us do this
what kinds of things can you scale
- attitudes
- associations
-brand loyalty - brand engagement
brand loyalty is characterized by what two things
repeat purchases and higher volume of purchase
what does brand engagement mean
consumers invest time and energy on the brand
what does brand community mean
A sense of belonging to a club can engender favorable attitudes
and intentions
brand attachement
relates to deep positive feelings.
brand resonance
if the consumer scores high on all 4 dimensions of loyalty, attachment, sense of community, and engagement, a psychological bond between the consumer and the brand exists. In simple terms, the consumers believe that they are in sync with the brand
how to quantify open-ended questions
surveys that contain “count” and “rank” questions
questions to help validate strength
What are the strongest associations you have to the brand? What comes to mind when you think of the brand?
questions to help validate uniqueness
What is unique about the brand? What is different? What characteristics or features does the brand share with other brands?
questions to help validate favourability
What do you like about the brand? What do you dislike about the
brand?
overall brand equity proxy measures (sometimes referred to as dashboard measures) require __________
special attention
why do overall brand equity proxies require special attention
They are simple to understand, quick, and inexpensive. Also, they can be effective at is tracking the changes in equity over
time.
Changes in equity levels (especially downward inflections), as indicated by these measure(s), can then trigger a comprehensive brand audit.
Understanding what consumers believe, think, know,
and infer about a brand is critical to building and
managing _________
brand equity
Measuring brand equity requires uncovering the
__________ consumers have for a brand, determining the_______, _____, and ______ of those associations, and assessing the impact of __________ on consumer response to marketing programs
associations
strength, favorability and uniqueness
brand knowledge
T or F: quantitative research techniques are sufficient to measure brand equity
False
Both qualitative and quantitative research techniques should be used to measure brand equity.
what can diary studies achieve
–> understanding long-term behaviour
–> habits
*when do people engage with the brand? Is it different in diff places? How do they share? In what capacity are they engaging with the brand?
