Brand Equity measures Flashcards
Methodology on BrEquity measurement
Quantitative for Brand Awareness
Qualitative (1st step) and Quantitative (2nd step) for Brand Image
Tools to measure Brand Awareness
Recognition
- Simple test for recognition
- Distorted cue test
- Fill in the blanks
Recall
- Unaided recall Test
- Aided recall test
Simple test of recognition
“Have you ever seen / heard of “
- Images and mcqs
Results to be computed
Distorted cue test
Logos of brands that have been altered or partially cut for the purpose of the test
Compute how many people get which brand
Fill the blanks
Names of brands with missing letters
We check how many customers can find
Compute results
Brand Recognition is important when:
Consumer decisions are made at the point of purchase, where they get to see the brand name logo, and packaging
Brand recall is important when:
if customer decisions are mostly made away from the point of purchase, where the brand elements are not physically present
Unaided recall test
Vague question defining a category, requires brand recall to retrieve the brand
Aided recall test
measures yield insight into how brand knowledge is organized in memory and what kind of cues or reminders may be necessary for consumers to be able to retrieve the brand
Tools to measure brand image
Free Association Tests Projective Techniques Personality Test Relationships Experiments Observations Diaries Mood Board Exercises MRI / Neural techniques
Free association tests
Simple free association
Probed free association
Projective techniques
Complete and interpret
Comparison techniques
Personality tests
Simple personality tests Aaker's big 5 Dialogue test Trait test Tombstones
Simple free association Test
Collect as many associations as you can, those that come back often are strong and have an impact on purchase
Probed free association test
Questions concerning the customer’s tastes, his opinion on the brand ‘s uniqueness (pop & pod)
Detailed probing can also give detailed information about Attributes and benefits (ABA).
Complete and interpret
People and product as a picture, empty text bulbs. Respondents fill them
Comparative task
The “IF” test.
Compare brand to other living beings or objects, such as animals, materials, jobs or cars
ALSO: Montage test
Especially good for sensitive topics / difficulty to express feelings
Simple personality test
Describe brand as if it were human
Aaker’s big 5
5 categories with facets, each facet has a rating out of 5 and by computing the answers we get a result for brand image
Dialogue Test
Picture of 2 products, customers has to make them talk
Trait Test
List of adjectives to be attributed to any of the competitors
Tombstone
What would be written on BRAND X’s tomb if it died now?
Experiments
Perceptual map, respondent has to place the brand somewhere on the map
Observations
In-store experience of respondents
Diairies
Study the customer-brand relationship in the form of a diary to ask how often and on what occasions he used it
Mood Board Exercises
Let the customer build a table with pictures that he feels are representative of the brand
Drawbacks of qualitative research
Small Sample Size
Subjectivity / findings require interpretation (Biased?)
Scaling associations
Validate and Generalize qualitative results with a graded survey
We can do it on 2 different brands to determine the uniqueness of our brand
Do not study the mean only, look at the spread
Overall brand equity Proxies
<=> Dashboard measures
Simple, quick inexpensive
Allow to track changes in Equity over time
Always quantitative
Different Dashboard measures:
Purchase Intention
Overall brand equity Scale
Net promoter score
Lovers Vs Haters
