o concepts & design o Consumption context o usage/purchase experience

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1 Chapter 9 Measuring Sources of Brand Equity Comparing qualitative & quantitative Research Aspect Qualitative Research Quantitative research Common purpose Discover ideas with general research objectives Test hypothesis/specific research objectives Approach Observe & interpret Measure & test Data collection approach Unstructured & free form Structured response categories provided Research independence Research is intimately involved, subjective Research uninvolved, objective Samples Small, often in natural setting Large, to be generalizable results Qualitative Research Techniques Qualitative research techniques: identify possible brand associations & sources of brand equity o Relatively unstructured measurement approaches o Permit a rand of possible consumer responses Free association Free association: simplest & often the most powerful way to profile brand associations o Subjects are asked what comes to mind when they think of the brand Ex. What does the Rolex name mean to you? Useful in constructing a rough mental map Identify the range of possibilities brand associations in consumers mind, but free association may also provide some rough indication of relative strength, favourability, uniqueness of brand associations Useful question to follow up include o What do you like best about the brand? What are its positive aspects? o What do you dislike? What are its disadvantages? o What do you find unique about the brand? How is it different from other brands? In what ways is it the same? o Who, what, where, when, why type questions Archetype: a fundamental psychological association, shared by the members of culture, with a given cultural object 2 main issues to consider o What types of probes to give to subjects o How to code & interpret the resulting data Projective techniques Projective techniques: Diagnostic tools to uncover the true opinions & feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters o Marketers present consumers with an incomplete stimulus & ask them to complete it, o Give consumers ambiguous stimulus & ask them to make sense of it Consumers might feel that it would be socially unacceptable to express their true feelings Projective techniques are diagnostic tools to uncover the true opinions & feelings of consumers Rorschach Test: experimenters present ink blots to subjects & ask them what the ink blots remind them of Examples: Completion & interpretation tasksclass projective techniques use incomplete/ambiguous stimulus to elicit consumer thought & feelings o Bubble test give a cartoon with empty bubbles & ask them to fill the bubbles in Comparison tasksask consumers to convey their impressions by comparing brands to people, countries, animals etc. o If dannon yogurt were a care which one would it be? ZMET (Zaltman Metaphor Elicitation Technique) ZMET: a technique for eliciting interconnected constructs that influence thought & behavior. Based on the belief that consumers often have subconscious motives for their purchasing behavior ZMET is useful in understanding consumers images of o Brands o Companies o Products o Brand equity

2 o concepts & design o Consumption context o usage/purchase experience o Attitudes toward business o Life experiences The guided conversation consists of a series of steps that includes some or all of the following: o Story telling describe the content of each pic o Missed images describe the pic that they were unable to obtain & explain relevance o Sorting task sort pics into meaningful groups & label o Construct elicitation reveal basic constructs & interconnections using images o The most representative pic indicate which pic is most representative o Opposite images describe the opposite of the brand or task they were given o Sensory images what does describe the concept in terms of color, emotion, sound, smell, taste & touch o Mental map whether the constructs are accurate or is anything missing o Summary image create a summary image or montage using own image to express important issues o Vignette put together a short video to help communicate important issues Brand personality & values Brand personality refers to the human characteristics or traits that can be attributed to a brand. The Big Five o Sincerity (down-to-earth, wholesome, & cheerful) o Excitement (daring, spirited, imaginative, & up-to-date) o Competence (reliable, intelligent, & successful) o Sophistication (upper class & charming) o Ruggedness (outdoorsy & tough) Experimental methods By tapping more directly into their actual home, work, or shopping behaviors, researchers might be able to elicit more meaningful responses from consumers. Advocates of the experiential approach have sent researchers to consumers homes in the morning to see how they approach their days, given business travelers Polaroid cameras & diaries to capture their feelings when in hotel rooms, & conducted beeper studies in which participants are instructed to write down what they re doing when they are paged. Best practises for outbound or inbound consumer visits o Leverage the visits you already make by coordinating them via perennial questions & logging & reviewing customer profiles o Take every opportunity to ask questions o Get engineers in front of consumers, not just marketers o Conduct programmatic visits o Visit different kinds of customers o Get out of the conference room Quantitative research techniques Quantitative research: employs various types of scale questions from which researchers can draw numerical representations & summaries o can help to better assess the depth & breadth of brand awareness o the strength, favourability, & uniqueness of brand associations o the valence of brand judgements & feelings o the extent & nature of brand relationships often the primary ingredient in tracking studies that monitor brand knowledge structures of consumer over time Brand awareness Brand awareness: describes the likelihood that a brand will come to mind in different situations & the ease with which it does so given different types of cues Recognition: Ability of consumers to identify the brand (and its elements) under various circumstances o Especially important for packaging & some marketing researchers have used creative means to assess the visibility of package design Recall: Ability of consumers to retrieve the actual brand elements from memory

3 o Unaided recall: cue is likely to identify only the very strongest brands o aided recall: various cues to help customers recall they yield insight into how brand knowledge is organized in memory & what kind of cues or reminders may be necessary for consumers to be able to retrieve the brand from memory Corrections for guessing o Any research measure must consider the issue of consumers making up responses or guessing. Strategic implications o The important point to note is that the category structure that exists in consumers minds as reflected by brand recall performance can have profound implications for consumer choice & marketing strategy. Brand image Ask open-ended questions to tap into the strength, favorability, & uniqueness of brand associations. o Strengthwhat comes to mind when you think of the brand? o Favorabilitywhat is good about the brand? o Uniquenesswhat is unique about the brand? These associations should be rated on scales for quantitative analysis. Beliefs: descriptive thoughts that a person holds about something Brand association beliefs are those specific attribute & benefits linked to the brand & its competitors Brand concept mapselicits brand association networks (brand maps) from consumers & aggregates individual maps into a consensus map Multidimensional scales (MDS): a procedure for determining the perceived relative images of a set of objects, such as products or brands Brand responses Research in psychology suggests that purchase intentions are most likely to be predictive of actual purchase when there is correspondence between the two in the following categories: Purchase Intentions o Action (buying for own use or to give as a gift) o Target (specific type of product & brand) o Context (in what type of store based on what prices & other conditions) o Time (within a week, month, or year) Consumers could indicate their purchase intention on a 11point probability scale 0-10 Brand relationships Behavioral loyalty o Marketers can make their measures open ended, force them to choose, offer multiple choices Brand substitutability o Repeat ratekey indicator of brand equity Other brand resonance dimensions o For example, in terms of engagement, measures could explore word-of-mouth behavior, online behavior, & so forth in depth Fournier s brand relationship research o 6 main facets of brand relationship quality Interdependence Love/passion Self concept connections Intimacy Commitment Partner quality Comprehensive models of CBBE Brand Dynamics The Brand Dynamics model adopts a hierarchical approach to determine the strength of relationship a consumer has with a brand. The five levels of the model are:

4 bonding advantage performance relevance presence Equity engine This model delineates three key dimensions of brand affinity the emotional & intangible benefits of a brand as follows: o Authority: The reputation of a brand, whether as a long-standing leader or as a pioneer in innovation o Identification: The closeness customers feel for a brand & how well they feel the brand matches their personal needs o Approval: The way a brand fits into the wider social matrix & the intangible status it holds for experts & friends BAV (brand asset valuator) 5 key components of brand health o Differentiation o Relevance o Knowledge o Energy o Esteem The largest worldwide brand study, enabling Y&R to speak to the issue on the agenda, Brands & Financial Performance, but also enabling me to speak about brands the way consumers does. It s helpful to think about Brands as you think about Relationships-- o how brands are built o how they can go sour o how they progress o and how to re-build damaged ones 4 pillars; each pillar is derived from various measures that relate to different aspects of consumers brand perceptions & together they trace the progressions of brand development Key driving factors Cutting edge: drives differentiation & energy o Innovative o Progressive o Visionary Bold: drives energy o Fun o Dynamic o Social Dependable: drives relevance o Reliable o Intelligent o Trustworthy Superior: drives relevance & esteem o Best brand o Leader o Worth more 4 pillars Energized differentiationa brands unique meaning, with motions & direction o Relates to margins & cultural currency o The basis for consumer choice; the essence of the brand, source of margin o sees your brand being unique & innovative Relevancehow appropriate the brand is to you o fits in with the today o Relates to usage & subsumes the five Ps of marketing o relates to consideration & trial & sale Esteemhow you regard the brand o respect, responsibility, CSR, where do I hold the brand o Consumer respect, regard, reputation; a fulfillment of perceived consumer promise o relates to loyalty Knowledgean intimate understanding of the brand o Experience, what do I know

5 o The culmination of brand building efforts; acquisition of consumer experience o Related to brand salience Relationship between pillars Energized differentiation>relevance o Ex. Kindle, Harley Davidson o Brand has captured attention & now has potential to grow & build relevance o Brand has momentum Energized differentiation < relevance o Ex. Kleenex, burger king, crest o Uniqueness has faded, price or convenience has become dominant reason to buy o Brand has lost pricing power Esteem > knowledge o Ex. Under armour, coach o Brand is better liked than known; desire to find out more Esteem < knowledge o Ex. Marlboro, Maxwell o Brand is better known that known; too much knowledge is becoming a dangerous thing Brand power grid: strength by stature Brand strength=energized differentiation + relevance Brand stature=esteem + knowledge Commonalty between the Basic BAV Model & the CBBE BAV s knowledge relates to CBBE s brand awareness & familiarity. BAV s esteem relates to CBBE s favorability of brand associations. BAV s relevance relates to CBBE s strength of brand associations (as well as perhaps favorability). BAV s energy relates to CBBE s favorability of associations. BAV s differentiation relates to CBBE s uniqueness of brand associations. Relationships to the CBBE model Noteworthy aspects of CBBE Model o Its emphasis on brand salience & breadth & depth of the brand awareness as the foundation of brand building o Its recognition of the dual nature of brand & the significance of both rational & emotional considerations in brand building o The importance of places on brand resonance as the culmination of brand building & more meaningful way to view brand loyalty