measuring sources of brand equity by leroy j. ebert
DESCRIPTION
Measuring Sources of Brand Equity 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)TRANSCRIPT
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)