14-08-2012, 05:07 PM
Measuring Sources of Brand Equity
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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 equity
Eliciting Brand Associations
Visual techniques (collages, photos)
Projective techniques (brand as a car)
Brand stories
Usage associations (heavy/light; regular/non)
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 behavior
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
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 team
Brand Relationships
Behavior loyalty
Brand substitutability
Other brand resonance dimensions - word-of-mouth, on line