Qualitative Tool

For Measuring
Brand Image
And Strength
BY-ANUSHKA MUNDHRA
 Why qualitative tools are
used ?
• Utilising a qualitative approach to measure brand
equity allows researchers to gauge the mindset of
consumers to uncover associations inked to a
brand. Qualitative techniques are typically
exploratory and designed to capture a range of
consumer responses. Because of unstructured
framework, qualitative is often utilised as a first
step in brand equity research.
Qualitative techniques are helpful to collect
consumer perceptions that may be difficult to
access, and there are a vast number of techniques
that can be employed.
 Free association
Qualitative Projective techniques
Research Zaltman metaphor elicitation technique
(ZMET)
Techniques
Brand personality and values

Experiential methods
A method of collecting qualitative marketing research data
in which respondents are asked to supply the word or idea
which first comes to mind in response to a word or phrase
given to them by a researcher; the technique is used to
further understand shopping, advertising, branding, etc.

Free
association:
Brand association can also be defined
as the degree to which a specific
product/service is recognized within
it’s product/service class/category.
 Projective technique :
• projective technique is employed where in a situation are shown to
consumer, and they are required to fill in details as per their liking.
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.

TYPES ARE :
• COMPLETION TASK
• COMPARISON TASK
ZMEP :
• NON TEXT LANGUAGE(IMAGES)
• TEXTS(IN DEPTH INTERVIEW)
• STUDY THE CUSTOMERS
• A HYBRID METHODOLOGY
• VERBAL AND NON VERBAL COMMUNICATION
PROCESS
CONSTRUCT
STORYTELLING MISSED IMAGES SORTING TASK
ELICIITATION

MOST
OPPOSITE SENSORY
REPRESENTATIVE MENTAL MAP
IMAGE IMAGES
PHOTO

SUMMARY
VIGNETTE
IMAGE
 BRAND PERSONALITY MEANS
HAVING PARTICIPANTS
BRAND CHARACTERISTICS OR TRAITS TO A
BRAND .
PERSONALI
TY AND METHODS ARE :
VALUES • OPEN ENDED QUESTION
• ASSEMBLING A BRAND
• PROFILE
EXPERIENTIAL
METHOD
IT IS A BRANDING WHICH
ENABLES MARKETERS TO
DEVLOPE A BRAND STORY
AND MAKE THE
CUSTOMERS EXCITED
ABOUT THE STORY
BEHIND EVERY BRAND.
THANK YOU