6 – Measuring Sources of Brand Equity Flashcards
Qualitative Research
To gain an understanding of psychological reasons/ motivations. Small number of non-representative cases. Unstructured, non statistical and to develop an initial understanding
Free association, projective techniques, etc.
To measure brand equity, one must understand what consumers think about the brand.
Free Associations
What comes to a consumer’s mind when thinking of a brand? Consumers can answer in any form. Indicative of brand associations and its strength.
Tell me about Nike
To measure brand knowledge (awareness, image). Strong, favourable, unique associations. Brand salience and imagery. Brand elements, IMC, leveraging secondary associations
Projective Techniques
Presents consumers with ambiguous stimulus and asks them to make sense of it. Consumers are asked to project their thoughts, feelings and emotions off the stimuli. They aim to uncover the true feelings and opinions of consumers when they are unwilling/unable to express themselves on these matters. Useful with deeply rooted personal motivations/personally/socially sensitive subjects
Inkblot test
Understanding consumer feelings to understand levels of brand equity obtained from consumers.
Completion and Interpretation Task
Respondent is shown a picture and is asked to provide dialogue/ thoughts/ feelings of people in picture
Bubble task
Understanding consumer feelings to understand levels of brand equity obtained from consumers. Brand imagery. Brand elements.
Comparison task
Comparing a brand to another entity i.e. person, animal, object. Trying to understand personality/user imagery/ brand associations.
If Coca-Cola was a person?
Understanding consumer feelings to understand levels of brand equity obtained from consumers. Personality, user imagery and brand associations to measure level of brand imagery. Brand elements.
Archetypes
When we are children we experience imprinting moments that are fundamental psychological associations shared by members of culture with a given object. These moments impact our decisions subconsciously. Every concept and word that we know of, there is a point in time that an impression of that object is formed in our minds.
Coffee – smell. Big cars – domination.
Understanding consumer feelings to understand levels of brand equity obtained from consumers. Understanding brand imagery, brand awareness. Brand elements, IMC.
Zaltman Metaphor Elicitation Technique
Based on the belief that consumers often have subconscious motives for their purchasing behaviour. Participants asked to collect at least 12 images that represent thoughts/ feelings about a topic that doesn’t contain the brand. In depth interviews and explore hidden meaning behind images. Interviewees then form a story using images. Key themes and constructs are identified. Understanding the person and how they see the brand.
Picture of grandparents associated with Coca Cola
Measuring consumer feelings, brand imagery to allow brands to move up the pyramid. Strong, favourable, unique associations. Brand awareness. Brand elements, IMC.
Neural Marketing
The study of how the brain responds to marketing stimuli, including brands. People activate different regions of the brain in assessing the personality traits of people than they do when assessing brands.
Cheetos
Measuring consumer responses, feelings to build brand equity. Strong, favourable. Unique associations. Brand knowledge. Brand personality and imagery. Brand awareness. Brand elements, IMC, leveraging secondary associations.
Brand Personality and Value
Liking the brand to a person/personality. It can capture the consumer’s point of view. Apple as a person? Brand imagery (personality, user imagery), consumer feelings
Aaker’s Big Brand Personality Types
Each brand can be measured in these types. Brands usually have one dominant personality and poorly on others. A scale measures this. Some brands have:
• Sincerity (down to earth, honest, wholesome, cheerful)
• Excitement (daring, spirited, imaginative, up to date)
• Competence (reliable, intelligent, successful)
• Sophistication (upper class, charming)
• Ruggedness (outdoorsy, rough)
Dove, Coca-Cola, Samsung, Rolex
and Land Rover
Brand imagery (personality, user imagery), consumer feelings. Strong, favourable, unique associations. Brand elements, IMC and leveraging secondary associations.
Ethnographic and Experiential Methods
Research in consumer’s natural environment i.e. home, workplace, shops. Researcher participates in day to day living/ consumption experience to observe what consumers experience
Burton Snowboards
Understanding usage and purchase situations of brands, brand imagery. Brand awareness. Brand elements.
Quantitative Methods
To quantify data and generalise results from sample to population of interest. Large number of representative cases. Structured, statistical and recommend a final course of action. Employs various types of scale questions from which researchers can draw numerical representations and summaries.
Brand awareness, brand image etc.
To measure brand equity, one must understand how many consumers think of a brand and their level of engagement. Measures levels of the pyramid. Brand portfolio.
Brand Recognition
Show stimuli and ask whether it has been recognised.
Show stimuli and fill in blanks
Brand elements, IMC, leveraging secondary associations. Understanding to build brand equity through brand awareness, and imagery.
Brand Recall
• Free recall: asking for all brands that consumers remember
• Aided recall: giving a narrow search, prime consumer to think of particular brand category
Brands in beverage category
Brand elements. Building brand equity by understanding brand awareness.
Brand Image
Measuring strength, uniqueness, and favourability to uncover consumer’s brand beliefs in terms of brand functional attributes/ benefits or brand’s symbolic, experiential benefits. Use qualitative associations to design survey (quantitative) to understand strength, uniqueness and favourability of brands. Market research of Qantas Brand knowledge (awareness + image). Strong, favourable, unique. Brand elements, IMC, leveraging secondary associations.