450 Ch9

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Published on November 20, 2007

Author: aksu

Source: authorstream.com

Measuring Sources of Brand Equity:  Measuring Sources of Brand Equity Capturing the Consumer Mindset Consumer Research:  Consumer Research Using ethnographic methods to understand consumption cultures Studying consumers in their natural surroundings Developing unique qualitative research techniques to identify brand associations and sources of brand equity Profiling brand associations:  Profiling brand associations Free associations: What comes to mind with you think of Rolex? What does the Rolex name mean to you? Coding order of elicitation: Place of responses in brand sequence yields a measure of brand strength Kelly repertory grid:  Kelly repertory grid Brand triads: Which two brands are most alike? Why? Ford BMW Mercedes Benz Chevy Saab BMW BMW VW Jaguar Eliciting Brand Associations:  Eliciting Brand Associations Visual techniques (collages, photos) Projective techniques (brand as a car) Brand stories Usage associations (heavy/light; regular/non) Projective Techniques:  Projective Techniques Couched in psychology Types:  Types Constitutive - subject imposes structure; clay modeling Constructive - using structures to create reality; building blocks Interpretive - subject ascribes meaning to stimulus; word association Cathartic - play techniques Refractive - subjects look back on behavior Elicited material:  Elicited material Surface level Word association Sentence completion Cartoon Object sorting Moderate level Object personification Shopping list Picture drawing Role playing High level elicitation:  High level elicitation Collage construction - ZMAT Story-starters, dream extensions Photo sorts Auto-driving Video elicitation List Technique:  List Technique Pound of hamburger 2 loaves Wonder bread Bunch of carrots Nescafe instant coffee 5 lbs. potatoes 2 cans Heinz catsup Pound of hamburger 2 loaves Wonder bread Bunch of carrots Starbucks coffee beans 5 lbs. potatoes 2 cans Heinz catsup Archetype Research:  Archetype Research Fundamental psychological association with a cultural object PT Cruiser - gangster car or hot rod? Cheese - alive (aged) in France or dead (body baggie) in US? Focus Groups:  Focus Groups 5-12 category users in structured location Facilitator ‘learns’ from respondents Protocol prepared Open-ended questions used Results used to identify themes Written report to client and creative team Quantitative Techniques:  Quantitative Techniques Recognition measures T-scopes, eye tracking Package design Recall measures • Probes to stimulate memory • Unaided for all brands(top-of-mind) • Aided uses cues - attribute & usage probes Image research:  Image research Open-ended measures for • strength, favorability, uniqueness Scaling techniques • Likert scale for likeliness Free-choice for brand attribute association Ranking order of brands Brand Responses:  Brand Responses Purchase intention Action - buy for self or as a gift Target - types of products and brand Context - store, conditions, occasion Time - when, how soon Brand Relationships:  Brand Relationships Behavior loyalty Brand substitutability Other brand resonance dimensions - word-of-mouth, on line Your Turn:  Your Turn Your client’s brand, Viagra, is losing some equity to Cialis brand. Create a qualitative technique to learn about consumer perception about the brand Develop a quantitative scaling measure to determine brand image.

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