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Brand Management Presentation, Qudus
Brand Management Presentation, Qudus
Free Association
The simplest and often the most powerful way to profile brand
associations is free association task.
Subjects are asks what comes to mind when they think of the
brand, without any more specific probe or cue than perhaps the
associated product category. (What does the Rolex name mean to
you?)
Marketers can use the resulting associations to form a rough
mental map for the brand.
Marketers use free association tasks to identify the range of
possible brand associations in consumers minds.
Free Association
It also provide some rough indication of the relative
strength, favorability, and uniqueness of brand
associations.
Coding responses in terms of the order of elicitation
whether they are early or late in the sequenceat least
gives us a rough measure of their strength.
Two main issues to consider
Types of probes to give to subjects.
How to code and interpret the resulting data.
Projective Techniques
Quantitative Research
Techniques
Brand Awareness
Recognition
Brand recognition requires consumers to identify
the brand under a variety of circumstances. The
most basic recognition test gives consumers a set
of individual items visually or orally and ask
them whether they think theyve previously seen
or heard of these items.
Brand recognition is especially important for
packaging.
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DISNEY
K O DAK
D EL T A
G I L L E T TE
H ERS H E Y
N IK E
Brand Recall
Unaided Recall
aided Recall
Equity engine
Its a modeling technique which measures the strength
of a brand in terms of its emotional and functional
benefits as perceived by the consumer.
Its a practical management tool generated with which
marketers can assess a brand's strength, determine
specific 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 of a brand's value.
Brand Value
Affinity: The consumer's emotional relationship with
the brand is the most difficult of these to measure.
Performance: is measured using functional attributes
specific to the market e.g. for beer it might be
alcohol content, how refreshing it is etc.
Price: The consumer's perceptions ofprice.
Brand Equity
Equity Engine expresses brand equity as a
combination of the functional benefits
delivered by the brand (performance) and the
emotional benefits (affinity).
Performance as a function of product and
service attributes.
Affinity as a function of the brand
identification (the closeness customers feel to
the brand), approval (the status the brand
enjoys among a wider social context of
Equity Builder
Equity Builder, the methodology focus on establishing
the emotional component of brand equity.
Brand Dynamics
Winning Brands
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 analyze the
attitudinal characteristics of those customers.
Thank You!