brand management presentation, qudus

7/25/2019 Brand Management Presentation, Qudus

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Measuring Sources of Brand Equity:

Capturing Customer Mind-Set

Group Members

Maryum Dawar

Noreen Khalid

Salman ariq

Mu!ee" #r$ehman


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Measuring Sources of Brand Equity: CapturingCustomer Mind-Set

Presentation Goals & Objectives

1. Describe efective qualitative research techniques

or tapping into consumer brand knowledge.

2. Identiy efective quantitative research

techniques or measuring brand awareness,

image, responses, and relationships.

. !ro"le and contrast some popular brand equity

models.


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Qualitative Research Techniques

Qualitative research techniques oten identiy possible

brand associations and sources o brand equity.

#hese are relatively unstructured measurement approachesthat permit a range o both questions and answers and so

can oten be a useul "rst step in e$ploring consumer

brand and product perceptions.

#his section ne$t reviews a number o qualitative research

techniques or identiying sources o brand equity such as

brand awareness, brand attitudes, and brand attachment.


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Free Association

#he simplest and oten the most powerul way to pro"le brand

associations is ree association task.

%ub&ects are asks what comes to mind when they think o the

brand, without any more speci"c probe or cue than perhaps the

associated product category. '()hat does the *ole$ name mean to

you+-

arketers can use the resulting associations to orm a rough

mental map or the brand.

arketers use ree association tasks to identiy the range o

possible brand associations in consumers/ minds.


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Free Association

It also provide some rough indication o the relativestrength, avorability, and uniqueness o brand

associations.

0oding responses in terms o the order o elicitation

whether they are early or late in the sequenceat least

gives us a rough measure o their strength.

Two main issues to consider

#ypes o probes to give to sub&ects.

ow to code and interpret the resulting data.


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Projective TechniquesProjective techniques are diagnostic tools to uncover the true

opinions and eelings o consumers when they are unwilling orotherwise unable to e$press themselves on these matters.

In result consumers will reveal some o their true belies and

eelings.

!3# is useul when deeply rooted personal motivations or

personally or socially sensitive sub&ects are at issue.

!3# don/t always yield results as powerul. #hey oten provide

useul insights that help to assemble us a more complete

picture o consumers and their relationships with brands.


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Kind of Projective Techniques

Comletion and !nterretation Tas"s

0lassic pro&ective techniques use incomplete or ambiguous stimuli

to elicit consumer thoughts and eelings.

4ubble e$ercises

Comarison Tas"s

In which we ask consumers to convey their impressions by

comparing brands to people, countries, animals, activities, abrics,

occupations, or even other brands.

*esearcher identiying key brand personality associations.

Archet#es

5rchetype research is one technique or eliciting deeply held

consumer attitudes and eelings.

*apaille believes children e$perience a signi"cant initial e$posure

to an element o their world called the (imprinting moment. #he

pattern that emerges when we generali6e these imprinting moments


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$altman %etahor licitation Technique 78# is based on a belie that consumers oten have

subconscious motives or their purchasing behavior. (5lot goes on in our minds that we/re not aware o, said

ormer arvard 4usiness %chool proessor 9erald

7altman.

(ost o what in:uences what we say and do occurs

below the level o awareness. #hat/s why we need new

techniques to get at hidden knowledgeto get at what

people don/t know they know.

78# is (a technique or eliciting interconnected

constructs that in:uence thought and behavior.


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#he technique is based on the idea that (most social

communication is nonverbal and, as a result, appro$imately

two3thirds o all stimuli received by the brain are visual.

;sing 78#, 7altman teases out consumers/ hidden thoughts

and eelings about a particular topic, which oten can be

e$pressed best using metaphors.

7altman de"nes a metaphor as (a de"nition o one thing in

terms o another,


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'eural (esearch %ethods

'euromar"etin) is the study o how the brain responds to

marketing stimuli, including brands.

>or e$ample, some "rms are applying sophisticated techniques

such as 889 'elector encephalograph- technology to monitor

brain activity and better gauge consumer responses to marketing.

It has been used to measure the type o emotional response

consumers e$hibit when presented with marketing stimuli.

?eurological research has shown that people activate diferent

regions o the brain in assessing the personality traits o people

than they do when assessing brands.

@ne ma&or research "nding to emerge rom neurological

consumer research is that many purchase decisions appear to be

characteri6ed less by the logical weighing o variables and more(


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*rand Personalit# and +alues

4rand personality is the human characteristics or traits

that consumers can attribute to a brand.

)e can measure it in diferent ways. 'open3ended

*esponse-

marketers can give consumers a variety o pictures or a

stack o maga6ines and ask them to assemble a pro"le o

the brand.


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The *i) Five,

-, %incerity 'down3to3earth, honest,

wholesome, and cheerul-

., 8$citement 'daring, spirited, imaginative,

and up3to3date-

/, 0ompetence 'reliable, intelligent, and

successul-0, %ophistication 'upper class and charming-

1, *uggedness 'outdoorsy and tough-


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thno)rahic and 2eriential %ethods

8thnographic research uses (thick description based onparticipant observation.

In marketing, the goal o ethnographic research is to

e$tract and interpret the deep cultural meaning o eventsand activities through various research techniques such as

consumer immersion, site visits, shop3a longs, embedded

research, etc.

5dvocates o the ethnographic approach have sentresearchers to consumers/ homes in the morning to see

how they approach their days, given business travelers

digital cameras and diaries to capture their eelings when

in hotel rooms, and conducted (beeper studies in which


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%ualitati&e $esearch echniques

Summary

A3*3# are a creative means o ascertaining consumer

perceptions that may otherwise be diBcult to uncover.

#he range o possible A3*3# is limited only by the

creativity o the marketing researcher.

Its Drawbacks are:

%amples si6es are too small.

Aualitative nature o the data, there may be questions o

interpretation.

Diferent researchers e$amining the same results rom a

qualitative research study may draw diferent conclusions.


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%uantitati&e $esearchechniques


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In order to make more con"dent and

deensible strategic and tactical

recommendations marketers usually go orquantitative research techniques.

Auantitative research aims toC prove or

disprove.


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It is related with how easily can consumers

recall a brand name, logo, symbol, character, or

packaging under diferent conditions.

arketers use several measures o awareness o

brand elements

Bran !wareness


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(eco)nition

4rand recognition requires consumers to identiy

the brand under a variety o circumstances. #he

most basic recognition test gives consumers a set

o individual items visually or orally and ask

them whether they think they/ve previously seen

or heard o these items.

4rand recognition is especially important or

packaging.


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A brand name with a hi)h level of awareness

will be reco)ni3ed under less than ideal

conditions, Consider the followin) list of

incomlete names 4i,e,5 word fra)ments6, 7hich

ones do #ou reco)ni3e8

1. D _ _ N E _

2. K O _ _ K

3. D _ L T _

4. G _ L L _ T _ _5. H _ _ S H _ Y

6. N _ K _


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1. D I S N E Y

2. K O DAK

3. D EL T A4. G I L L E T TE

5. H ERS H E Y

6. N IK E


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Bran Recall

4rand recall reers to the ability o the

consumers to correctly generate and

retrieve the brand in their memory.@ten tested through surveys or

interviews, brand recall is tested by asking

participants questions such as name asmany car models as possible .


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"naie Recall

#he moderator asks respondents to

recall inormation without the aid o a

cue or prompt.

ere are e$amples.

(!lease tell me all the brands ofmobile phones you can think of.


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aie Recall

#he moderator tells or shows speci"c

prompts to respondents, and then asks

a question. #he prompt stimulates

memory associations. ere is an

e$ample.

(!lease look at these brandsE 5, 4, 0,

and D. )hich one do you use+


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#orrection $or %uessin%

5ny research measure must consider

the issue o consumers making up

responses or guessing. #hat problem

may be especially evident with certain

types o

aided awareness or recognitionmeasures or the brand.


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@ne market research "rm, @$toby3%mith,

conducted a benchmark study o awareness ohealth and beauty products.

In the study, the "rm asked consumers

questions like thisE

(#he following is a list of denture adhesive

brand names. !lease answer yes if you/ve

heard the name before and no if you haven/t.O"a#8 Ora928 Fasteeth8:entu;Ti)ht8

Fi2odent8


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It/s a modeling technique which measures the strength

o a brand in terms o its emotional and unctional

bene"ts as perceived by the consumer.

It/s a practical management tool generated with which

marketers can assess a brandHs strength, determine

speci"c actions to improve or protect their brand and

monitor marketing programs over time.

It evaluates and measures how individual consumers

perceive the three main drivers o a brandHs value.

&quity en%ine


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5BnityE #he consumerHs emotional relationship with

the brand is the most diBcult o these to measure.

!erormanceE is measured using unctional attributes

speci"c to the market e.g. or beer it might be

alcohol content, how rereshing it is etc.

!riceE #he consumerHs perceptions o price.

Brand Value


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8quity 8ngine e$presses brand equity as a

combination o the unctional bene"tsdelivered by the brand 'perormance- and the

emotional bene"ts 'aBnity-.

!erormance as a unction o product and

service attributes. 5Bnity as a unction o the brand

identi"cation 'the closeness customers eel to

the brand-, approval 'the status the brand

en o s amon a wider social conte$t o

Brand Equity


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#otal Auality anagement has driven genuinely

bad products and services out o the market.

#hose that remain are all o satisactory quality,

meaning that the customer now aces a

bewildering array o good alternatives. In

response to this, the basis or the "nal purchasedecision has e$panded rom simply, )hat will

you do or me+ to, )hat will you do or me

and mean to me+


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#here are two promising candidates or how this equity

can be measuredE

#he "rst type o approach measures equity in terms ooutcomes, such as the e$tent to which customers are

prepared to stake their personal or proessional

reputation behind a brand by recommending it to others

or the price premium they are prepared to pay.

#he second type o approach measures equity in terms

o the scale and nature o the utility that the brand

delivers to customers.


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willingness to recommend to a riend is the singlemost reliable measure o brand equity.

net promoter score 'the number o people willing to

recommend your brand minus those who are notwilling to do so- provides an accurate predictor o

your companyHs growth prospects.

#he limitation o outcome approaches is that, whilethey may accurately quantiy how much brand equity

you en&oy, they provide limited insight into what

creates this equity.


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5nother approach tries to quantiy the e$tent obrand equity by measuring the degree o relevant

diferentiation provided.

*elevant diferentiation measures the success o

marketing in terms o the e$tent to which two goals

have been achieved ma$imi6ation o the

perceived "t between your brand and your customerHsneedsJ and ma$imi6ation o the perceived

diferentiation o your brand versus its competitors.


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5 high relevant diferentiation score provides insight

into why a certain brand is perceived to be uniquely

capable o meeting customer needs.

>ollowing are pro"les o a number o well3established

brand equity models that seek to identiy the scale

and sources o brand equity.


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8quity 4uilder, the methodology ocus on establishing

the emotional component o brand equity.

Equity Builder


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Kevin Lane Keller mirrors the 8quity

8ngine approach by seeing the brand as a blend othe rational and the emotional, measured in terms o

perormance characteristics and imagery.

0ustomersH relationship to a brand can be plotted in

terms o their altitude on the pyramid o engagementand their relative bias towards a rationally dominant

or emotionally dominant relationship.

Kevin Lane Keller's Model


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#his approach characteri6es the relationship that a

customer has with a brand into one o "ve stagesEpresence, relevance, perormance, advantage, and

bonding.

Bran Dynamics


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!resence customers have only a basic awareness o

the brand while bonded customers are intensely

loyal, at least in their attitudes.


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It begins from a behavioral observation of brand equity.

Brand equity is measured in terms of a customer's frequency of purchase and

the price premium paid.

Once favorable behavior is observed, the methodology seeks to analye the

attitudinal characteristics of those customers.

Winning Brands


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han' (ou)

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