27311701
Description
Mind Map by Pablo Camacho, updated more than 1 year ago
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Created by Pablo Camacho
about 4 years ago
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Measuring Sources of
Brand Equity: Capturing
Customer Mind-Set
- QUALITATIVE
RESEARCH
TECHNIQUES
- Identify possible brand
associations and sources
of brand equity.
- Free Association
- subjects are asked what
comes to mind when
they think of the brand
- subjects are asked what
comes to mind when
they think of the brand
- Projective Techniques
- Are diagnostic tools to uncover the true
opinions and feelings of consumers
when they are unwilling or otherwise
unable to express themselves on these
matters.
- Completion and
Interpretation Tasks
- Comparison Tasks
- Archetypes
- Completion and
Interpretation Tasks
- Are diagnostic tools to uncover the true
opinions and feelings of consumers
when they are unwilling or otherwise
unable to express themselves on these
matters.
- Zaltman Metaphor
Elicitation Technique
- Subconscious motives for
their purchasing behavior.
- Subconscious motives for
their purchasing behavior.
- Neural Research Methods
- Is the study of how the brain
responds to marketing
stimuli, including brands.
- Is the study of how the brain
responds to marketing
stimuli, including brands.
- Brand Personality and Values
- Is the human characteristics
or traits that consumers can
attribute to a brand.
- The Big Five
- 1. Sincerity (down-to-earth,
honest, wholesome, and
cheerful)
- 2. Excitement (daring, spirited,
imaginative, and up-to-date)
- 3. Competence (reliable,
intelligent, and successful)
- 4. Sophistication (upper
class and charming)
- 5. Ruggedness
(outdoorsy and tough)
- 1. Sincerity (down-to-earth,
honest, wholesome, and
cheerful)
- The Big Five
- Is the human characteristics
or traits that consumers can
attribute to a brand.
- Ethnographic and
Experiential Methods
- Ethnographic research origi- nally used
by anthropologists. Ethnographic
research uses “thick description” based
on partici- pant observation.
- Ethnographic research origi- nally used
by anthropologists. Ethnographic
research uses “thick description” based
on partici- pant observation.
- Free Association
- Identify possible brand
associations and sources
of brand equity.
- QUANTITATIVE
RESEARCH TECHNIQUES
- Brand Awareness
- Is related to the strength of the brand in memory, as
reflected by consumers’ ability to identify various brand
elements like the brand name, logo, symbol, charac- ter,
packaging, and slogan under different conditions.
- Recognition
- Brand recognition requires consumers to identify the
brand under a variety of cir- cumstances and can rest
on the identification of any of the brand elements.
- Brand recognition requires consumers to identify the
brand under a variety of cir- cumstances and can rest
on the identification of any of the brand elements.
- Recall
- Consumers must retrieve the actual
brand element from memory when
given some related probe or cue.
- Consumers must retrieve the actual
brand element from memory when
given some related probe or cue.
- Corrections for Guessing
- Any research measure must
consider the issue of consumers
mak- ing up responses or guessing.
- Any research measure must
consider the issue of consumers
mak- ing up responses or guessing.
- Strategic Implications
- Understanding recall when we use different
levels of product category specificity as cues
is important, because it has impli- cations
for how consumers form consideration sets
and make product decisions.
- Understanding recall when we use different
levels of product category specificity as cues
is important, because it has impli- cations
for how consumers form consideration sets
and make product decisions.
- Recognition
- Is related to the strength of the brand in memory, as
reflected by consumers’ ability to identify various brand
elements like the brand name, logo, symbol, charac- ter,
packaging, and slogan under different conditions.
- Brand Image
- Associations that
consumers hold for it.
- Associations that
consumers hold for it.
- Brand Responses
- Find out how consumers combine all the more specific,
lower-level considerations about the brand in their minds to
form different types of brand responses and evaluations.
- Purchase Intentions
- Are most likely to be predictive of actual
purchase when there is correspondence
between the two in the following dimensions:
- Action (buying for own
use or to give as a gift)
- Target (specific
type of product
and brand)
- Context (in what type of
store based on what prices
and other conditions)
- Time (within a week, month, or year)
- Action (buying for own
use or to give as a gift)
- Are most likely to be predictive of actual
purchase when there is correspondence
between the two in the following dimensions:
- Likelihood to Recommend
- According to Reichheld, a customer’s
willingness to recommend results from all
aspects of a customer’s experience.
- According to Reichheld, a customer’s
willingness to recommend results from all
aspects of a customer’s experience.
- Purchase Intentions
- Find out how consumers combine all the more specific,
lower-level considerations about the brand in their minds to
form different types of brand responses and evaluations.
- Brand Relationships
- Behavioral Loyalty
- Provide information about brand attitudes and usage
for Duracell, including potential gaps with competitors
and the names of other brands that might be in the
consideration set at the time of purchase.
- Provide information about brand attitudes and usage
for Duracell, including potential gaps with competitors
and the names of other brands that might be in the
consideration set at the time of purchase.
- Attitudinal Attachment
- Some researchers like
to character- ize it in
terms of brand love
- Some researchers like
to character- ize it in
terms of brand love
- Sense of Community
- Although measuring behavioral loyalty and attitudinal
attachment may require a fairly structured set of questions,
both sense of community and active engagement could call for
more varied measures because of their diverse set of issues.
- Although measuring behavioral loyalty and attitudinal
attachment may require a fairly structured set of questions,
both sense of community and active engagement could call for
more varied measures because of their diverse set of issues.
- Active Engagement
- The extent to which consumers are willing
to invest their own personal resources—
time, energy, money, and so on
- The extent to which consumers are willing
to invest their own personal resources—
time, energy, money, and so on
- Fournier’s Brand
Relationship Research
- Susan Fournier argues that brands can and do
serve as viable relationship partners, and she
suggests a reconceptualization of the notion of
brand personality within this framework.
- Susan Fournier argues that brands can and do
serve as viable relationship partners, and she
suggests a reconceptualization of the notion of
brand personality within this framework.
- Behavioral Loyalty
- Brand Awareness
- COMPREHENSIVE MODELS OF
CONSUMER-BASED BRAND EQUITY
- BrandDynamics
- Offers a graphical model to
represent the emotional and
functional strength of
relationship consumers have
with a brand.
- Presence
- Relevance
- Performance
- Advantage
- Bonding
- Presence
- Offers a graphical model to
represent the emotional and
functional strength of
relationship consumers have
with a brand.
- Relationship to the CBBE Model
- The CBBE model synthesizes the concepts
and measures from a leading industry
model and at the same time provides
much additional substance and insight.
- Identity
- Meaning
- Responses
- Relationships
- Identity
- The CBBE model synthesizes the concepts
and measures from a leading industry
model and at the same time provides
much additional substance and insight.
- BrandDynamics
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