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,andsoforthindepth16ComprehensiveModelsof
Customer-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)21FourPrimaryAspects
HowBrandsAreBuiltKnowledge
Theculminationofbrandbuildingefforts;acquisitionofconsumerexperienceEsteem
Consumerrespect,regard,reputation;afulfillmentofperceivedconsumerpromiseRelevance
RelatestousageandsubsumesthefivePsofmarketing;relatestosaleDifferentiation
Thebasisforconsumerchoice;theessenceofthebrand,sourceofmargin22Room
togrow...Brandhaspowertobuildrelevance.D>R0102030405060708090100DifferentiationRelevanceHealthyBrandsHaveGreaterDifferentiationthanRelevanceExamples:
HarleyDavidsonYahoo!AOLWilliams-SonomaIkeaBloombergBusinessNews23R>D0102030405060708090100DifferentiationRelevanceUniquenesshasfaded;pricebecomesdominantreasontobuy.BrandswithgreaterRelevancethanDifferentiationAreinDangerofBecomingCommodities
Examples:
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!HallmarkSanPellegrinoSunMicrosystemsWiredQuestTelecommNokiaiVNetGrocerIridiumUSA1999PowerGridSample29
Y&RResonanceResearch
Usage
Loyalty
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。
最新文档
- 食品添加剂危化品运输协议
- 教育机构装修合同协议
- 期中测试卷(1-4单元)(试题)-2024-2025学年四年级上册数学人教版
- 22 为中华之崛起而读书 第一课时 教学设计-2024-2025学年语文四年级上册统编版
- 生鲜电商配送合同
- 家具仓储货运协议模板
- 服装面料加工配送范本
- 装修项目清单参考书店
- 环保治理工程运输合同范本
- 游戏开发居间协议
- 小学数学研讨课活动方案及流程
- 出镜记者现场报道的呈现技巧(修订版)
- 部编八年级上册《第9课 辛亥革命》课件
- 汛期安全隐患排查情况表
- 车辆维修保障方案
- 2024年低碳产业园路径与案例( PPT)
- 普通高中地理新课程标准试题与答案(2017年版2020年修订)
- 2024年山东省环保发展集团绿能有限公司招聘笔试参考题库附带答案详解
- 全球公路建设的发展趋势
- 云计算数据中心建设项目可行性研究报告
- abo溶血的护理诊断和护理措施
评论
0/150
提交评论