CHAPTER: 9 Measuring sources of brand equity: capturing customer mindset

1. CHAPTER: 9Measuring sources of brand equity: capturing customer mindset

2. Learning Objectives • Describe effective qualitative research techniques for tapping into consumer brand knowledge • Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships • Profile and contrast some popular brand equity models

3. Qualitative Research Techniques

4. Free Associations • Powerful way to profile brand associations • Without any specific probe, consumers narrate: • What comes to their mind when they think about the brand or the associated product category • Help form a rough mental map for the brand • Indicate the relative strength, favorability, and uniqueness of brand associations

5. Projective Techniques • Diagnostic tools to uncover the true opinions and feelings of consumers when: • They are unwilling or unable to express themselves • Present consumers with ambiguous stimulus and ask them to make sense of it

6. Types of Projective Techniques

7. Zaltman Metaphor Elicitation Technique (ZMET) • Uncovers hidden thoughts and feelings which can be expressed using metaphors • Elicits interconnected constructs that influence thought and behavior • Construct- An abstraction to capture common ideas or themes expressed by customers • Metaphor • Defining one thing in terms of other • Represents thoughts that are tacit, implicit, and unspoken

8. Figure 9.3 - Application of ZMET to Intimate Apparel Market

9. Neural Research Methods • Neuromarketing - Study of how the brain responds to marketing stimuli, including brands • Research indicates that consumer buying decision is a unconscious habitual process

10. Brand Personality and Values • Brand personality - Human characteristics or traits that consumers can attribute to a brand • The big five- Brand personality scale used to measure: • Sincerity • Excitement • Competence • Sophistication • Ruggedness

11. Figure 9.4- Brand Personality Scale Measures

12. Ethnographic and Experiential Methods • Use “thick description” based on participant observation • Extract and interpret the deep cultural meaning of events and activities

13. To Sum up... • Qualitative research techniques ascertain consumer perceptions that are difficult to uncover • Disadvantages • Small sample size may not necessarily generalize to broader populations • Due to qualitative nature, data is open to varied interpretations

14. Quantitative Research Techniques

15. Brand Awareness • Recognition • Recall • Corrections for guessing • Strategic implications • Yields insight into how brand knowledge is organized in memory • Identifies cues or reminders necessary for consumers to retrieve the brand from memory

16. Brand Image • Associations that consumers hold for a brand • Useful for marketers to make a distinction between: • Lower-level considerations(performance and imagery) and higher-level considerations (judgements and feelings) • Beliefs: Descriptive thoughts that a person holds about something • Multidimensional scaling

17. Figure 9.8- Hypothetical Restaurant Perceptual Map

18. Brand Responses

19. Brand Relationships • Characterized in terms of brand resonance and measures for following key dimensions • Behavioral loyalty • Attitudinal attachment • Sense of community • Active engagement

20. Brand Relationships

21. Comprehensive Models of Consumer-Based Brand Equity • BrandDynamics • Bonding • Advantage • Performance • Relevance • Presence • Relationship to the CBBE model • Five sequenced stages of Millward Brown’s BrandDynamics model to the four ascending steps of the CBBE model

22. Figure 9.12- Brand Dynamics™from Millward Brown

23. Figure 9.13- Summary of Qualitative and Quantitative Measure