how to measure brand positioning 20110126
TRANSCRIPT
Thomas Dmoch
How to measure Brand Positioning?
Dm
och/17/01/2015/Page 2
Table of Content
Definitions
–Brand
–Positioning
Measurement of Brand Positioning
Summary
Dm
och/17/01/2015/Page 3
Definitions
DEFINITIONS MEASUREMENT OF BRAND POSITIONING SUMMARY
Dm
och/17/01/2015/Page 4
Market Situation
High competition
Saturated markets
Exchangeability
0% 50% 100%
Soap
Cola
Chips
Soups
Credit cards
Coffee
TV-sets
PC
Beer
Airlines
Image important
Source: BBDO, 2009
Dm
och/17/01/2015/Page 5
Exchangeable Advertising
Dm
och/17/01/2015/Page 6
green sails
Music “Sail away”
Sailing ship
TV-commercial
tough guys, nice girls
Sailing crew
international
German origin
adventure
quality
exclusivesilver letters
Premium
red label
green bottle
Karlskrone
cheap
green label
Plastic bottle
A Brand is anchored in the Consumer’s Mind
Pilsner
Beer
typical bottlewhite head
carbonated
fresh
malty
amber
drybitter
traditional pure
typical
glass
Bottom-fermented
relaxing
friends
community
After work
party
Aldi
BECK‘S
Joe CockerCategory
Dm
och/17/01/2015/Page 7
Positioning: Definition
All measures aimed on influencing the consumer’s perception of
a product or service so that it is
attractive to the consumer
differentiated to competing offers
and thus is preferred to those offers.
Dm
och/17/01/2015/Page 8
Dm
och/17/01/2015/Page 9
Positioning
Analysis
Awareness
Attitude
Continuous controlling
Consumer motives
Deeper insights
Positioning
Strategy
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och/17/01/2015/Page 1
0
Methods of Brand Positioning Measurement
DEFINITION MEASUREMENT OF BRAND POSITIONING SUMMARY
Dm
och/17/01/2015/Page 1
1
What are we going to measure?
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
Dm
och/17/01/2015/Page 1
2
What are we going to measure?
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
Dm
och/17/01/2015/Page 1
3
What are we going to measure?
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
Dm
och/17/01/2015/Page 1
4
What are we going to measure?
High Involvement
Stimulus
Low Involvement
Emotional ProcessesCognitive Processes
Behaviour
Purchase
Intention
Attitude
Dm
och/17/01/2015/Page 1
5
Methods: Overview
Attitude
Rational approach Qualitative approach
Uni-
dimensional
Multi-
dimensional
ThrustoneLlkert OsgoodGuttmanMultiattribute
Models
Decomposing
Models
Composing
Models
Fishbein WeinbergTrommsdorff
Associative
Networks
Mental
Images
Neuro-
Science
Dm
och/17/01/2015/Page 1
6
Methods: Likert-Scale
Attitude
Rational approach Qualitative approach
Uni-
dimensional
Multi-
dimensional
ThrustoneLikert OsgoodGuttmanMultiattribute
Models
Decomposing
Models
Composing
Models
Fishbein WeinbergTrommsdorff
Associative
Networks
Mental
Images
Neuro-
Science
This beer tastes good.
Agree
strongly Agree Indifferent
Disagree
stronglyDisagree
2 1 0 -2-1
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och/17/01/2015/Page 1
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Methods: Osgood‘s Semantic Differential
Attitude
Rational approach Qualitative approach
Uni-
dimensional
Multi-
dimensional
ThrustoneLlkert OsgoodGuttmanMultiattribute
Models
Decomposing
Models
Composing
Models
Fishbein WeinbergTrommsdorff
Associative
Networks
Mental
Images
Neuro-
Science
2 1 0 -2-1
Hot
Fast
Good
Powerful
Sweet
Noisy
Nice
Strong
Big
cold
slow
bad
powerless
sour
quiet
awful
weak
little
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och/17/01/2015/Page 1
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Dm
och/17/01/2015/Page 1
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Methods: Osgood‘s Semantic Differential
Attitude
Rational approach Qualitative approach
Uni-
dimensional
Multi-
dimensional
ThrustoneLlkert OsgoodGuttmanMultiattribute
Models
Decomposing
Models
Composing
Models
Fishbein WeinbergTrommsdorff
Associative
Networks
Mental
Images
Neuro-
Science
2 1 0 -2-1
Hot
Fast
Good
Powerful
Sweet
Noisy
Nice
Strong
Big
cold
slow
bad
powerless
sour
quiet
awful
weak
little
Dm
och/17/01/2015/Page 2
0
Uni-
dimensional
ThrustoneLlkert
Attitude
Rational approach Qualitative approach
Multi-
dimensional
OsgoodGuttmanMultiattribute
Models
Decomposing
Models
Composing
Models
Fishbein WeinbergTrommsdorff
Associative
networks
Mental
images
Neuro-Sciences
Methods: Composing Models – Factor Analysis
Step 2:
Aggregation via
Factor Analysis
International
Good
taste
bitterness
Step 3:
Mapping
Good
tasteInternational
Bit
tern
ess
Ideal
Step 1:
Evaluation via attribute scales
Bitter beer
Fresh
Pure
High quality
Pleasure
Good taste
International
Multicultural
Ideal
Dm
och/17/01/2015/Page 2
1
Attitude
Rational approach Qualitative approach
Uni-
dimensional
Multi-
dimensional
ThrustoneLlkert OsgoodGuttmanMultiattribute
Models
Decomposing
Models
Composing
Models
Fishbein WeinbergTrommsdorff
Associative
networks
Mental
images
Neuro-Sciences
Methods: Decomposing Models - MDS
Step 2: Naming of
underlying dimensions by
researcher
Step 3: Mapping of dimensionsStep 1: Assessment
of differences
>
>
>
Good
tasteInternational
Bit
tern
ess
Ideal
Dm
och/17/01/2015/Page 2
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Structural Analysis of Competitive Images (WISA)
2. Dimension
Brand A1. Dimension
Brand A
2. Dimension
Brand B1. Dimension
Brand B
3. Dimension
Brand B
Purchase intention
Brand BPurchase intention
Brand A
Dm
och/17/01/2015/Page 2
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Structural Analysis of Competitive Images (WISA)
First Choice Other Brands
Available-Set
Awareness-Set Unawareness-Set
Consideration-Set Inert-Set Reject-Set
Dm
och/17/01/2015/Page 2
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Structural Analysis of Competitive Images (WISA)
First Choice Other Brands
Available-Set
Awareness-Set Unawareness-Set
Consideration-Set Inert-Set Reject-Set
Beck’s
N=263
Jever
N=186N=114
Beck’s
N=263
Karlskrone
N=201N=23
Dm
och/17/01/2015/Page 2
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Structural Analysis of Competitive Images (WISA)
Purchase Intention – Beck’s
Good taste Beck’s
Good taste Jever
Virility Beck’s
Not via Image
explained
variance: 79%
Purchase Intention – Jever
Not via Image
explained
variance: 76%
21%
24%
Dm
och/17/01/2015/Page 2
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Why qualitative approach?
Young
Fresh
Natural
Bitter
German
viril
pure
Beck’s
Relevant to individual #1,
but not checked
Not relevant to individual #2,
however checked
Unilateral relations Multilateral relations
Green sails
Music “Sail away”Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
Exclusive
Silver letters
Premium
Red label
Green bottle
Joe Cocker
Beck’s
Dm
och/17/01/2015/Page 2
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Low Involvement Attitude Building
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
Dm
och/17/01/2015/Page 2
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Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
ExclusiveSilver letters
Premium
Red label
Green bottle
Open Assessment of the Brand’s Position
Joe CockerBeach
Calm musicLighthouse
TV-commercial
Viril guys
Northern Germany
Peaceful
German origin
Natural
Quality
Exclusive
Silver letters
Premium
Golden label
Green bottle
Relaxed
JEVER
Seaside Island
Authentic
Beck’s
Dm
och/17/01/2015/Page 2
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Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
ExclusiveSilver letters
Premium
Red label
Green bottle
Unique Position
Joe CockerBeach
Calm musicLighthouse
TV-commercial
Viril guys
Northern Germany
Peaceful
German origin
Natural
Quality
Exclusive
Silver letters
Premium
Golden label
Green bottle
Relaxed
JEVER
Seaside Island
Authentic
Beck’s
Dm
och/17/01/2015/Page 3
0
Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
ExclusiveSilver letters
Premium
Red label
Green bottle
Overlap coefficient
Joe CockerBeach
Calm musicLighthouse
TV-commercial
Viril guys
Northern Germany
Peaceful
German origin
Natural
Quality
Exclusive
Silver letters
Premium
Golden label
Green bottle
Relaxed
JEVER
Seaside Island
Authentic
Beck’sOverlap Coefficient 21%
Dm
och/17/01/2015/Page 3
1
Imagery Measurement
The picture I imagine is
as clear and vivid as in reality
clear and quite vivid
moderately clear and vivid
vague and hazy
I don‘t have any mental image.
Please
tick
Dm
och/17/01/2015/Page 3
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Imagery Measurement
The picture I imagine is like
Please
tick
Dm
och/17/01/2015/Page 3
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Icon Iceberg Model
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och/17/01/2015/Page 3
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Icon Iceberg Model
Brand imagery
Brand credit
Aided brand awareness
Perceived advertising pressure
Memorability of advertising
Brand uniqueness
Vividness of brand imagery
Appeal
Brand likeability
Brand confidence
Brand loyalty
Short term
Long term
Marketing activities
Sales
Dm
och/17/01/2015/Page 3
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Icon Iceberg Model
Aided brand Awareness
Perceived advertising
pressure
Memorability of advertising
Brand uniqueness
Vividness of brand imagery
Appeal
Brand likeability
Brand Confidence
Brand loyality
Norm
22
21
8
2
-5
87
27
65
37
38
53
38
31
12
Brand Imagery
Brand Credit
-9
16
20
12
Dm
och/17/01/2015/Page 3
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Aided brand Awareness
Perceived advertising
pressure
Memorability of advertising
Brand uniqueness
Vividness of brand imagery
Appeal
Brand likeability
Brand Confidence
Brand loyalityBra
nd Im
agery
Brand Credit
Icon Iceberg Model
Norm
87
27
65
37
38
53
38
31
12
Brand Imagery
Brand Credit
22
21
8
2
-5
-9
16
20
12
Dm
och/17/01/2015/Page 3
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Neuro-Sciences
Strong brand –
left palladium
Weak brand –
left palladium
Strong brand –
right middle frontal
gyrus
Weak brand –
right cerebellum Strong brands allow cognitive relief
Strong brand elicit more positive emotions than weak brands
Weak brand elicit negative emotions
Visualising of cortical processes allow localisation of cognitive
processes, but now practical recommendations
Exploratory stage of science
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och/17/01/2015/Page 3
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Brand is anchored in the consumer’s mind
Positioning intends to establish a unique
and attractive brand image
Classical attitude research is not suitable
to emotional and less conscious processes
involved in attitude building
Relevance of items is an general problem
Open methods unveil emotional and
imagery aspects
Neuro-Science still can’t explain those
effects
Advantages of Iceberg model
– taking imagery effects into account
–validated
–predicting purchase behaviour