brand resonance. brand tracking project tracking studies involve information collected from...

Brand Resonance

Brand Tracking Project

Tracking studies involve information collected from consumers on a routine basis over time Often done on a “continuous” basis

Provide descriptive and diagnostic information

What to track ? Product-Brand tracking - Promotion materials : Blackberry, Teh Botol Sosro, Fruit Tea, Joy Tea

Whom to track ? Users and Non users of the Brand When and where to track ?

27th September 2011 – Jakarta

18th October 2011 presents your Brand Tracking results

6th December 2011 submit your Brand Tracking paper

How to track ? Survey customers & Interview brand managers

Brand Tracking Survey – McDonald’s

Assume that McDonald’s was interested in designing a short tracking survey to be conducted over the phone. How might you set it up? Although there are a number of different types of questions, it might take the following form:

Interviewer: We are conducting a short phone interview concerning consumer opinions about quick-service or “fast food” restaurant chains.

BRAND AWARENESSRecall (unaided)

a) What brands of quick service restaurant chains are you aware of?b) At which brands of quick service restaurant chains would you

consider using?c) Have you eaten in a quick service restaurant chain in the last

week? Which ones?d) If you were to eat in a quick service restaurant tomorrow for lunch,

which one would you go to?e) What if instead it were for dinner? Where would you go?f) What if instead it were for breakfast? Where would you go?g) Which are your favorite quick serve restaurant chains?


BRAND AWARENESS

Recognition

Now, we want to ask you some questions about a particular quick service restaurant chain, McDonald’s.

a) Have you heard of this restaurant? [Establish familiarity]

b) Have you eaten at this restaurant? [Establish trial]

c) When I say McDonald’s, what are the first associations that come to your mind? Anything else? [List all]


BRAND IMAGE

What are the top five words that come to mind when you think of "McDonalds" (This should take less than 30 seconds)

Brand Attributes

How well do the following words describe McDonalds? (1= not at all, 5 = very much)?

McDonald’s ...

a) Is convenient to eat at

b) Provides quick, efficient service

c) Has clean facilities

d) Is for the whole family

e) Has delicious food

f) Has healthy food

g) Has a varied menu

h) Has friendly, courteous staff

i) Offers fun promotions

j) Has a stylish and attractive look

k) Has good prices


Brand Personality (note this might also include user imagery, usage imagery as

breakout questions)

How well do the following traits describe McDonalds (1= not at all, 5 = very much)?

Sincere Exciting Competent Sophisticated Rugged Peaceful Passionate


Judgments of Quality What is your overall opinion of McDonald’s? What is your assessment of the product quality of McDonald’s? How good a value is this McDonald’s? Is McDonald’s worth a premium price? What do you like best about McDonald’s?

Judgments of Credibility How innovative is McDonald’s? How much do you admire McDonald’s? How much do you respect McDonald’s?

Judgments of Consideration How likely would you be to recommend McDonald’s to others? To what extent does McDonald’s offer advantages that other

brands cannot? How personally relevant is McDonald’s to you?


Judgments of Superiority How unique is McDonald’s? To what does McDonald’s offer advantages that other brands

cannot? To what extent is McDonald’s superior to other brands in the quick

service restaurant category?

Feelings

Does McDonald’s give you a feeling of … (1= not at all, 5 = very much)

Warmth Excitement Trust Awe Fear Calm Intensity


RELATIONSHIP

If McDonalds came to life as a person, what type of person would s/he be? This should take less than 30 seconds.

If McDonalds came to life as a person and was at a party with you, what would s/he say to

you? This should take less than 30 seconds.

Loyalty I consider myself loyal to McDonalds. I eat at McDonalds whenever I can. This is the one brand of fast‐food restaurant I would most

prefer to visit. If McDonalds were not an option, it would make little

difference to me if I had to eat elsewhere. I would go out of my way to go to McDonalds


Attachment I really love McDonalds. I would really miss this brand if it went away. McDonalds is special to me.

Engagement I really like to talk about McDonalds to others. I am always interested in learning more about McDonalds. I would be interested in merchandise with this brand’s name on it. I like to visit the website for McDonalds. Compared to other people, I follow news about McDonalds closely.

Community I really identify with people who use this brand. McDonalds is often frequented by people like me. I feel a deep connection with others who use this brand.

FORMULATING RELEVANT BRANDING CONCEPTS

RHD

Objectives

Realize that relevant brand concepts can come from insights into human behavior.

Understand the role of gathering information about the target audience.

Recognize factors in the consumer’s decision-making process.

View benefits as possible starting points for concept development.

Learn that a brand concept must be strong, flexible, and engaging across all applications.

Understand the meaning of brand essence. Realize the power of the brand connecting with

people on an emotional level. Comprehend brand trust. Value brand association.

Top 100 Brand – Millward Brown Optimor

1970s1980s1990s2000s

Images: http://www.webdesignerdepot.com/2009/09/the-evolution-of-apple-ads/

Vision - "There is a great unexploited potential of creativity and intelligence in every individual" => Brand’s reason for beingMission - "To make the power of computing totally subservient to the stimulation of people's intelligence and creativity" => brand’s reason for doingAmbition - "To become the brand that is indispensable to anyone willing to develop his or her mindpower" => brand’s reason for becoming something moreBrand Essence: The essential points or aspects of a brand condensed into a central conception - how a brand casts itself, how it sets its personality, what the brand is saying

Innovation

Liberation

Inspirational

Brand Relevance

When a brand is relevant to its audience, it has a much greater chance of success and resonance.

Images: http://dezignus.com/wp-content/uploads/2009/08/creative-people.jpg http://www.ubergizmo.com/wp-content/uploads/2011/04/mac-pc.jpg

Connect with the Right Audience BC Lions Football Club/Rethink/Canada wants to

reignite the passion among 25- to 40-year-old football fans.

Relevant concepts can come from insights into human behavior.

Finding Branding Concepts

The concept is the central underlying unique (proprietary) creative idea.

It distinguishes and differentiates a brand, communicates a message about a brand, brands it in the mind of the audience, and motivates the audience to buy or act.

A concept must be strong and flexible enough to adjust, and consistently engaging across all applications.

A unique, differentiated, flexible concept that grows from the brand essence enhance brand experience

What Are You Buying ?

PrestigeFast

Cheap

Safety

Status Fuel-efficientQuality

Capacity

Images: http://caranddriver.com

What Are You Buying ?

Enhanced appearanceSelf Esteem

Beauty

Stunning appearance

Images: http://www.topfashionstyles.info/wp-content/themes/twentyten/uploads/josie-maran-cosmetics_1.jpghttp://shopatonce.net/wp-content/uploads/wpsc/category_images/Cosmetics.jpg

What Factors that Go into your Decision ?

ValuesCulture

Family

Problem-Solving Abilities

Communities HabitsFriends

Aspirations / Basic Drives

Decision Making Process

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Unawareness

Benefits

Consumer asks: “What’s in it for me?”

Functional — a practical advantage or functional capability of the brand.

Emotional benefit — an intangible gain derived from using the brand or an affecting feeling consequential to the brand.

Brand Trust: I know this brand’s qualities

Functional and Emotional Benefits

Communities, Family, Friends, Habits, Culture, etc.

I trust Nike

A brand embodies “a confidence factor.”The bottom line for many people is trust.

Brand association – Points of Parity & Points of Difference

Bonds between brand and consumer form for many different reasons.

http://www.csom.umn.edu/Assets/75894.pdf Brand Tags collects 1.7 million associations

Use Archetype to Build Strong Brand

Quiz: Let’s Formulate Concept

Functional and Emotional BenefitsFactors that go in to Consumer Decision Making Process

Vision, Mission, Ambition, Brand Essence

Points of Parity & Points of DifferenceArchetype

brand resonance. brand tracking project tracking studies involve information collected from...

Documents

brand tracking results6th

brand tracking paperhow

short tracking survey

atprovides quick

product quality of mcdonalds

fast food restaurant

overall opinion of mcdonalds

following words