Measuring Brand Equity, Driver & Sources of Brand Equity P1, + TB Chapter 10

Question 1

2 brand equity components marketers measure (same as brand knowledge)

Answer 1

Brand awareness (Recog + Recall)
Brand image (SURF Associations)

Question 2

Qualitative and quantitative measurements for awareness and image

Answer 2

Awareness - Quantitative
Image - Qualitative and quantitative

Question 3

Techniques for brand awareness

Answer 3

Recog and recall are ALWAYS survey-based (qualitative)

Question 4

Techniques for brand image

Answer 4

Qualitative techniques for unstructured approaches for wide-variety responses - for determining associations
Quantitative techniques employ scale questions

Question 5

Tools for measuring recog and recall

Answer 5

Recog:
Simple test for recognition
Distorted cue test
Fill in the blanks

Recall:
Unaided recall test
Aided recall test

Question 6

Tools for measuring brand image

Answer 6

Free association tests (simple and probed)
Projective techniques (complete & interpret, comparison techniques, ZME)
Personality tests (Aaker’s big 5, dialogue test, tombstones)
Relationships
Observations
Diaries
Mood board exercises
MRI/neural techniques

Question 7

Aaker’s big 5

Answer 7

Sincere
Exciting
Competent
Sophisticated
Rugged
eg: Mercedes = exciting, competent, sophisticated

Question 8

2 main drawbacks of qualitative research

Answer 8

Small sample sizes
Subjectivity/findings require interpretations

Question 9

Net promoter score (NPS)

Answer 9

Customer’s willingness to recommend a product to a friend