版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领
文档简介
CHAPTER9:
MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSETKevinLaneKellerTuckSchoolofBusinessDartmouthCollege1QualitativeResearchTechniquesFreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howisitdifferentfromotherbrands?Inwhatwaysisitthesame?2FreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowearHonest,classic,Contemporary,approachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPersonalityFunctionalProduct-RelatedExperiential3QualitativeResearchTechniquesProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters4ProjectiveTechniquesConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks5Newapproach:ZMETZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”6ZMETTheguidedconversationconsistsofaseriesofstepsthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette7BrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,19978IdentifyingKeyBrandPersonalityAssociations
BUSH KERRYCoffee Dunkin’Donuts StarbucksTechnology IBM AppleAuto Ford BMWRetail Kmart TargetFastFood McDonald’s Subway2004U.S.presidentialelection,randomsampleofundecidedvoters9ExperientialMethods
Bytappingmoredirectlyintotheiractualhome,work,orshoppingbehaviors,researchersmightbeabletoelicitmoremeaningfulresponsesfromconsumers.Advocatesoftheexperientialapproachhavesentresearcherstoconsumers’homesinthemorningtoseehowtheyapproachtheirdays,givenbusinesstravelersPolaroidcamerasanddiariestocapturetheirfeelingswheninhotelrooms,andconducted“beeperstudies”inwhichparticipantsareinstructedtowritedownwhatthey’redoingwhentheyarepaged.10QuantitativeResearchTechniquesAwarenessImageBrandresponsesBrandrelationships11AwarenessRecognitionAbilityofconsumerstoidentifythebrand(anditselements)undervariouscircumstancesRecallAbilityofconsumerstoretrievetheactualbrandelementsfrommemoryUnaidedvs.aidedrecall12AwarenessCorrectionsforguessingAnyresearchmeasuremustconsidertheissueofconsumersmakingupresponsesorguessing.StrategicimplicationsTheadvantageofaidedrecallmeasuresisthattheyyieldinsightintohowbrandknowledgeisorganizedinmemoryandwhatkindofcuesorremindersmaybenecessaryforconsumerstobeabletoretrievethebrandfrommemory.Theimportantpointtonoteisthatthecategorystructurethatexistsinconsumers’minds——asreflectedbybrandrecallperformance—canhaveprofoundimplicationsforconsumerchoiceandmarketingstrategy.13ImageAskopen-endedquestionstotapintothestrength,favorability,anduniquenessofbrandassociations.Theseassociationsshouldberatedonscalesforquantitativeanalysis.14BrandResponsesResearchinpsychologysuggeststhatpurchaseintentionsaremostlikelytobepredictiveofactualpurchasewhenthereiscorrespondencebetweenthetwointhefollowingcategories:PurchaseIntentionsAction(buyingforownuseortogiveasagift)Target(specifictypeofproductandbrand)Context(inwhattypeofstorebasedonwhatpricesandotherconditions)Time(withinaweek,month,oryear)15BrandRelationshipsBehavioralloyaltyBrandsubstitutabilityOtherbrandresonancedimensionsForexample,intermsofengagement,measurescouldexploreword-of-mouthbehavior,onlinebehavior,andsoforthindepth16ComprehensiveModelsofCustomer-BasedBrandEquityBranddynamicsEquityenginesYoung&Rubicam’sBrandAssetValuator(BAV)17BrandDynamicsTheBrandDynamicsmodeladoptsahierarchicalapproachtodeterminethestrengthofrelationshipaconsumerhaswithabrand.Thefivelevelsofthemodelare:PresenceRelevancePerformanceAdvantageBonding18EquityEnginesThismodeldelineatesthreekeydimensionsofbrandaffinity—theemotionalandintangiblebenefitsofabrand—asfollows:Authority:Thereputationofabrand,whetherasalong-standingleaderorasapioneerininnovationIdentification:TheclosenesscustomersfeelforabrandandhowwelltheyfeelthebrandmatchestheirpersonalneedsApproval:Thewayabrandfitsintothewidersocialmatrixandtheintangiblestatusitholdsforexpertsandfriends19Young&Rubicam’’sBrandAssetValuator(BAV)TherearefivekeycomponentsofbrandhealthinBAV——thefivepillars.Eachpillarisderivedfromvariousmeasuresthatrelatetodifferentaspectsofconsumers’’brandperceptionsandthattogethertracetheprogressionofabrand’’sdevelopment.DifferentiationEnergyRelevanceEsteemKnowledge20240,000+consumersUpto181categories137studies40countries8years56differentbrandmetricsCommonmethodologyBrandAsset®Valuator(BAV)21FourPrimaryAspectsHowBrandsAreBuiltKnowledgeTheculminationofbrandbuildingefforts;acquisitionofconsumerexperienceEsteemConsumerrespect,regard,reputation;afulfillmentofperceivedconsumerpromiseRelevanceRelatestousageandsubsumesthefivePsofmarketing;relatestosaleDifferentiationThebasisforconsumerchoice;theessenceofthebrand,sourceofmargin22Roomtogrow...Brandhaspowertobuildrelevance.D>R0102030405060708090100DifferentiationRelevanceHealthyBrandsHaveGreaterDifferentiationthanRelevanceExamples:HarleyDavidsonYahoo!AOLWilliams-SonomaIkeaBloombergBusinessNews23R>D0102030405060708090100DifferentiationRelevanceUniquenesshasfaded;pricebecomesdominantreasontobuy.BrandswithgreaterRelevancethanDifferentiationAreinDangerofBecomingCommoditiesExamples:ExxonMott’’sMcDonald’’sCrestMinuteMaidFruitoftheLoomPeterPan(peanutbutter)24E>K0102030405060708090100EsteemKnowledgeBrandisbetterlikedthanknown.MoreEsteemthanKnowledgeMeans,““I’’dliketogettoknowyoubetter”Examples:CoachleatherwearTagHeuerCalphalonMovadoBlaupunktPellaWindowsPalmPilotTechnics25K>E0102030405060708090100EsteemKnowledgeBrandisbetterknownthanliked.TooMuchKnowledgeCanBeDangerous:““Iknowyouandyou’’renothingspecial”Examples:PlymouthTVGuideSpamWoolworthsChryslerMaxwellHouseNationalEnquirerSanka26BrandAsset®ValuatorLeadingBrandStrengthDifferentiationRelevanceLaggingBrandStatureEsteemKnowledgeATwo-DimensionalFrameworkforDiagnosingBrands:ThePowerGrid27PowerLeadersNewNiche/UnrealizedPotentialDecliningLeadersUnfocusedBRANDSTRENGTH(DifferentiationandRelevance)BRANDSTATURE(EsteemandKnowledge)ErodedBrandHealthIsCapturedonthePowerGridBase:USATotalAdultsBAV200028BRANDSTATUREBRANDSTRENGTHBase:USATotalAdultsBAV1999020406080100020406080100PlymouthBazookaIvorySnowPertRolaidsKedsHowardJohnsonTWAGreyhoundArizonaIcedTeaAeropostaleNewman’sOwnSundanceChannelDreamWorksBloombergBusinessNewsCDnowIKEACoca-ColaOceanSprayNikePepperidgeFarmM&MsDisneyJeopardy!HallmarkSanPellegrinoSunMicrosystemsWiredQuestTelecommNokiaiVNetGrocerIridiumUSA1999PowerGridSample29Y&RResonanceResearchUsageLoyalty(60%
温馨提示
- 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
评论
0/150
提交评论