logging in or signing up 450 Ch9 aksu Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1126 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: November 20, 2007 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Measuring Sources of Brand Equity: Measuring Sources of Brand Equity Capturing the Consumer MindsetConsumer 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 equityProfiling 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 strengthKelly repertory grid: Kelly repertory grid Brand triads: Which two brands are most alike? Why? Ford BMW Mercedes Benz Chevy Saab BMW BMW VW JaguarEliciting 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 psychologyTypes: 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 behaviorElicited material: Elicited material Surface level Word association Sentence completion Cartoon Object sorting Moderate level Object personification Shopping list Picture drawing Role playingHigh level elicitation: High level elicitation Collage construction - ZMAT Story-starters, dream extensions Photo sorts Auto-driving Video elicitationList 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 teamQuantitative 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 probesImage 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 soonBrand Relationships: Brand Relationships Behavior loyalty Brand substitutability Other brand resonance dimensions - word-of-mouth, on lineYour 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. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
450 Ch9 aksu Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1126 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: November 20, 2007 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Measuring Sources of Brand Equity: Measuring Sources of Brand Equity Capturing the Consumer MindsetConsumer 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 equityProfiling 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 strengthKelly repertory grid: Kelly repertory grid Brand triads: Which two brands are most alike? Why? Ford BMW Mercedes Benz Chevy Saab BMW BMW VW JaguarEliciting 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 psychologyTypes: 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 behaviorElicited material: Elicited material Surface level Word association Sentence completion Cartoon Object sorting Moderate level Object personification Shopping list Picture drawing Role playingHigh level elicitation: High level elicitation Collage construction - ZMAT Story-starters, dream extensions Photo sorts Auto-driving Video elicitationList 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 teamQuantitative 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 probesImage 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 soonBrand Relationships: Brand Relationships Behavior loyalty Brand substitutability Other brand resonance dimensions - word-of-mouth, on lineYour 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.