5: Measuring Sources of Brand Equity

Question 1

why aren’t brand knowledges structures easy to measure?

Answer 1

they reside inside the consumers’ mind

Question 2

what do you need to measure to measure brand equity

Answer 2

1. brand awareness
   –> recognition
   –> recall
2. Image
   –> strong, unique, relevant, and favourable associations

Question 3

with what kind of measures do you measure brand awareness

Answer 3

quantitative measures (survey based)

Question 4

with what kind of measures do you measure brand image

Answer 4

qualitative and quantitative measures

Question 5

qualitative research techniques for brand image

Answer 5

– Unstructured measurement approaches with a wide range of responses that are used to uncover brand associations
– “1 st step” for brand image

Question 6

quantitative research techniques for brand image

Answer 6

– Employs scale questions so that numerical representations and summaries can be made.
– The 2 nd step for brand image measurement.

Question 7

tools to measure brand awareness (recognition)

Answer 7

Simple test for recognition
Distorted cue test
Fill in the blanks

Question 8

tools to measure brand awareness (recall)

Answer 8

Unaided recall test
Aided recall test

Question 9

If research reveals that many consumer decisions are
made at the point-of-purchase then brand ______ is
important

Answer 9

recognition

Question 10

If research reveals that consumer decisions are mostly made in settings away from the point-of-purchase then brand _____will be more important

Answer 10

recall

Question 11

tool to measure brand image: free association tests

Answer 11

• Simple free association
• Probed free associations

Question 12

tool to measure brand image: projective techniques

Answer 12

• Complete and interpret
• Comparison techniques
• Zaltman metaphor elicitation

Question 13

tool to measure brand image: personality tests

Answer 13

• Aaker’s Big 5
• Dialogue test
• Tombstone

Question 14

simple free association tool

Answer 14

• 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

Question 15

questions for a probed free association test

Answer 15

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

Question 16

other tools to measure brand image

Answer 16

• Relationships
• Observations
• Mood Board exercises
• MRI / Neural techniques

Question 17

what does a Zaltman Metaphor Elicitation Technique (ZMET) do?

Answer 17

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”

Question 18

how to do a ZMET

Answer 18

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

Question 19

projective techniques are useful when?

Answer 19

• 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

Question 20

Aaker’s big 5

Answer 20

1. Sincere
   Down-to-earth, honest, wholesome, cheerful
2. Exciting
   Daring, spirited, imaginative, up-to-date
3. Competent
   Reliable, intelligent, successful
4. Sophisticated
   Upper-class, charming
5. Rugged
   Outdoorsy, tough

Question 21

what can SURF associations be organized into?

Answer 21

buckets to generate the core brand values.

One of these core values encompasses
the point-of-difference of the brand.

Question 22

what can core brand values be used to generate?

Answer 22

a rich and explicit brand narrative

Question 23

two main drawbacks to qualitative research

Answer 23

1. Small sample sizes
2. subjectivity/findings require interpretations

Question 24

what does qualititve data need as back up

Answer 24

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

Question 25

what kinds of things can you scale

Answer 25

• attitudes
• associations
  -brand loyalty
• brand engagement

Question 26

brand loyalty is characterized by what two things

Answer 26

repeat purchases and higher volume of purchase

Question 27

what does brand engagement mean

Answer 27

consumers invest time and energy on the brand

Question 28

what does brand community mean

Answer 28

A sense of belonging to a club can engender favorable attitudes
and intentions

Question 29

brand attachement

Answer 29

relates to deep positive feelings.

Question 30

brand resonance

Answer 30

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

Question 31

how to quantify open-ended questions

Answer 31

surveys that contain “count” and “rank” questions

Question 32

questions to help validate strength

Answer 32

What are the strongest associations you have to the brand? What comes to mind when you think of the brand?

Question 33

questions to help validate uniqueness

Answer 33

What is unique about the brand? What is different? What characteristics or features does the brand share with other brands?

Question 34

questions to help validate favourability

Answer 34

What do you like about the brand? What do you dislike about the
brand?

Question 35

overall brand equity proxy measures (sometimes referred to as dashboard measures) require __________

Answer 35

special attention

Question 36

why do overall brand equity proxies require special attention

Answer 36

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.

Question 37

Understanding what consumers believe, think, know,
and infer about a brand is critical to building and
managing _________

Answer 37

brand equity

Question 38

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

Answer 38

associations

strength, favorability and uniqueness

brand knowledge

Question 39

T or F: quantitative research techniques are sufficient to measure brand equity

Answer 39

False

Both qualitative and quantitative research techniques should be used to measure brand equity.

Question 40

what can diary studies achieve

Answer 40

–> 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?