Measuring Sources of

Brand Equity
Capturing the Consumer Mindset
Capturing the Consumers Mind
 Capturing the Consumers Mind
• Who buys, Who makes the decision, Who influences
• How is the decision made, who assumes what role?
• What does the customer buy, what needs must be
satisfied?
• Why a particular brand?
• Where
• When? Seasonality
• Attitudes, perceptions to our brand
• Influencing social, lifestyle, demographic factors
 Consumer Research

• Studying consumers in their natural

surroundings
• Developing unique qualitative research
techniques to identify brand associations
and sources of brand equity
 Brand associations – Free
Associations
Mind Maps
Free associations:
What comes to mind with you think of Rolex?
What does the Rolex name mean to you?
Coding order of elicitation:
Place of responses in brand sequence yields a
measure of brand strength
Compare associations with other brands
 Kelly repertory grid

Brand triads:
Which two brands are most alike? Why?
Ford BMW Mercedes Benz
Chevy Saab BMW
BMW VW Jaguar
 Eliciting Brand Associations

• Visual techniques (collages, photos)

• Projective techniques (brand as a car)
• Brand stories
• Usage associations (heavy/light;
regular/non)
Projective Techniques

Couched in psychology
 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
 Projective Technique

Rorschach test
Bubble test
Comparison task
 Elicited material
Surface level Moderate level

Word association Object personification

Sentence completion Shopping list
Cartoon Picture drawing
Object sorting Role playing
 Shopping List Technique
• Pound of hamburger • Pound of hamburger
• 2 loaves Wonder • 2 loaves Wonder
bread bread
• Bunch of carrots • Bunch of carrots
• Nescafe instant coffee • Starbucks coffee beans
• 5 lbs. potatoes • 5 lbs. potatoes
• 2 cans Heinz catsup • 2 cans Heinz catsup
 High level elicitation
• Collage construction – ZMET (Zaltman Metaphor
Elicitation Technique)
– Story telling
– Missed images
– Sorting task
– Construct elicitation
– Most representative picture
– Opposite images
– Sensory images
– Mental map
– Summary image
– vignette
 Archetype Research Brand
personality, values
• Fundamental psychological association with
a cultural object
• If a brand was to come alive
 Brand Personality Scale
Sincerity Excitement Competence Sophistication Ruggedness

Down to earth Daring Reliable Upper-Class Outdoorsy

Family oriented Trendy Hard-working Glamorous Masculine
Small town Exciting Secure Good-looking Western
Honest Spirited Intelligent Charming Tough
Sincere Cool Technical Feminine Rugged
Real Young Corporate Smooth
Wholesome Imaginative Successful
Original Unique Leader
Confident
Cheerful Up-to-date
Sentimental Contemporary
Friendly Independent
 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
 Other Techniques
• Free associations
• Adjective ratings, checklists
• Confessional interviews
• Photo sorts
• Archetypal research
• Bubble drawing
• Personification exercises
• Role playing
• Photo/written journal
• ZMET metaphor elicitation
• Day/behavior reconstruction
• Participatory design
• Consumer led problem solving
• Real-life experiencing
• Collaging & drawing
• Consumer shadowing
• Video observation
• Consumer –product interaction
QUANTITATIVE RESEARCH
TECHNIQUES
 Brand Awareness

• Ability to identify and recall brand elements

• Brand recognition, packaging
• Recall – aided, unaided
• What are the brands that come to your mind
 Brand Image – Sony Playstation
• Sony Playstation is
• fun and exciting,
• cool and hip
• Colorful
• good graphic quality
• variety of software titles
• too violent
• Used by the 20 something male who is serious
about gaming
 Image check

• What are the strongest associations you have

with the brand, What comes to your mind when
you think of the brand (measures of strength)
• What is good/bad about the brand? What do
you like/dislike about the brand? (measure of
favorability)
• What is unique about the brand? What
characteristics/features does this brand share
with other brands (measure of uniqueness)
 Quantitative Techniques

Recognition measures
• T-scopes, eye tracking
• Package design
Recall measures
• Probes to stimulate memory
• Unaided for all brands(top-of-mind)
• Aided uses cues - attribute & usage probes
 Image research

Open-ended measures for

• strength, favorability, uniqueness
Scaling techniques
• Likert scale for likeliness
Free-choice for brand attribute association
Ranking order of brands
 Brand Responses

Purchase intention
Action - buy for self or as a gift
Target - types of products and brand
Context - store, conditions, occasion
Time - when, how soon
 Brand Relationships

• Behavior loyalty
• Brand substitutability
• Other brand resonance dimensions - word-
of-mouth, on line
Multi dimensional scaling
Understanding Brand Attitudes –
Daniel Katz
 Expectancy Value Model

• How likely is Colgate toothpaste to fight

tooth decay
Extremely unlikely 1 2 3 4 5 6 7 Extremely
Likely
Behavioral Loyalty / Substitutability
• Which brand of batteries do you buy?
• Which brand did you buy last time?
• Which brand did you consider buying?
• If the brand had not been available what would you
have done (waited, gone to another store, bought
another brand
• Do you have any batteries right now? Which brand
are they?
• Which brand of batteries will you buy the next time?
Susan Fournier’s Brand Relationship
concept
• Interdependence
• Self concept connection
• Commitment
• Love/passion
• Intimacy
• Partner quality
 Consumer Brand Relationships
• Arranged Marriage • Rebound relationship
• Casual / friendly relation • Childhood relationship
• Marriage of convenience • Courtship
• Committed partnership
• Fling
• Best friendship
•
• Enmity
Compartmentalized
friendship • Enslavement
• Kinship • Secret affair
 Summary of Research methods
• Qualitative • Quantitative
• Free associations • Awareness
• Ratings • Image - Strength,
• Projective favorability,
• Photo sorts uniqueness
• Bubble, story telling • Judgments, feelings
• Personification • Loyalty
• Experiential • Relationship measures