measuring sources of brand equity by leroy j. ebert
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Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as Course Material for the SLIM Diploma in Brand Management
• This is the most simplest and often the most powerful way to
profile brand associations
• What comes to mind when they think of a brand?
• Can identify the range of possible brand associations
• Can provide some rough indication of the relative strength,
favourability and uniqueness of brand associations
• What do you like best about the brand? What are its positive
aspects?
• What do you dislike? What are its disadvantages
• What do you find unique about the brand? How different from
other brands? In what ways is it the same?
• Consumers do not open up to interviews and in focused groups
• They may not want be willing or unable to reveal their true
feelings
• Tapping into consumers: free association and Projective
Techniques Page 363 Figure 9-3
• Rorschach test
• The bubble test
• Compare a brand to people, country, animal, activities, fabric,
occupation, car, magazines, vegetables, nationalities or even
other brands
• Remember to ask follow up questions to understand why they
associated the brand to their selection
• Helps with identifying the brand imagery
Association MR RW
Car
Country
Brand
Animal
Vegetable
• ZMET
• Example of ZMET
• Brand personality is the human characteristics or traits that
consumers can attribute to a brand.
• The simplest way to measure it is to solicit open ended
responses to probe
• If the brand were to come alive as a person, what would it be like?
• What would it do?
• Where would it live?
• What would it wear?
• The need to improve research out come has driven researchers
into more experiential
• Customers do not open up in a formal setup
• Agencies and brand owners are increasingly studying consumers
at home, in office, how they communicate between each other,
consume the product
• As differential advantages are been challenged brands need
to find emotional links that can build strong associations with the
customers
• Leverage the visits you already make by coordinating them via
perennial questions and logging and reviewing customer
profiles
• Take every opportunity to ask questions (for instance, formally
set aside an hour to solicit feedback
• Get engineers in front of customers, not just marketers
• Conduct programmatic visits
• Visit different kind of customers
• Get out of the conference room
• Helps researchers draw numerical representations and
summaries
• For example quantitative measures of brand knowledge can
help to better assess the depth and breath of brand awareness,
the strength, favourability, uniqueness of the brand associations
• Ability to identify various brand elements like the brand name,
logo, symbol, character etc.
• Recognition – packaging, brand elements, partial lettering
• Recall – aided, unaided
• Correction for Guessing
• Strategic Implications
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management
Students
Presentation developed by Leroy J. Ebert (25th April 2014)
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