Meseasuring Source of Brand Equity (测量品牌资产的来源)凯勒 《战略品牌管理》课件.ppt

9.1,CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET,Kevin Lane Keller Tuck School of Business Dartmouth College,9.2,Qualitative Research Techniques,Free association 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 is it different from other brands? In what ways is it the same?,9.3,Free Associations,,,,,,,,LEVIS 501,,,,High quality, long lasting, and durable,Blue denim, shrink-to-fit cotton fabric, button-fly, two-horse patch, and small red pocket tag,Feelings of self-confidence and self-assurance,Comfortable fitting and relaxing to wear,Honest, classic, Contemporary, approachable, independent, and universal,Appropriate for outdoor work and casual social situations,Western, American, blue collar, hard-working, traditional, strong, rugged, and masculine,BENEFITS,ATTRIBUTES,Symbolic,Usage Imagery,User Imagery,Brand Personality,Functional,Product-Related,Experiential,9.4,Qualitative Research Techniques,Projective techniques Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters,9.5,Projective Techniques,Consumers might feel that it would be socially unacceptable to express their true feelings Projective techniques are diagnostic tools to uncover the true opinions and feelings of consumers Examples: Completion and interpretation tasks Comparison tasks,9.6,New approach: ZMET,Zaltman Metaphor Elicitation Technique (ZMET) ZMET is “a technique for eliciting interconnected constructs that influence thought and behavior.”,9.7,ZMET,The guided conversation consists of a series of steps that includes some or all of the following: Story telling Missed images Sorting task Construct elicitation The most representative picture Opposite images Sensory images Mental map Summary image Vignette,9.8,Brand Personality and Values,Brand personality refers to the human characteristics or traits that can be attributed to a brand. The Big Five Sincerity (down-to-earth, wholesome, and cheerful) Excitement (daring, spirited, imaginative, and up-to-date) Competence (reliable, intelligent, and successful) Sophistication (upper class and charming) Ruggedness (outdoorsy and tough) Jennifer Aaker, 1997,9.9,Identifying Key Brand Personality Associations,BUSHKERRY CoffeeDunkin DonutsStarbucks TechnologyIBMApple AutoFordBMW RetailKmartTarget Fast FoodMcDonaldsSubway,2004 U.S. presidential election, random sample of undecided voters,9.10,Experiential Methods,By tapping more directly into their actual home, work, or shopping behaviors, researchers might be able to elicit more meaningful responses from consumers. Advocates of the experiential approach have sent researchers to consumers homes in the morning to see how they approach their days, given business travelers Polaroid cameras and diaries to capture their feelings when in hotel rooms, and conducted “beeper studies” in which participants are instructed to write down what theyre doing when they are paged.,9.11,Quantitative Research Techniques,Awareness Image Brand responses Brand relationships,9.12,Awareness,Recognition Ability of consumers to identify the brand (and its elements) under various circumstances Recall Ability of consumers to retrieve the actual brand elements from memory Unaided vs. aided recall,9.13,Awareness,Corrections for guessing Any research measure must consider the issue of consumers making up responses or guessing. Strategic implications The advantage of aided recall measures is that they yield insight into how brand knowledge is organized in memory and what kind of cues or reminders may be necessary for consumers to be able to retrieve the brand from memory. The important point to note is that the category structure that exists in consumers mindsas reflected by brand recall performancecan have profound implications for consumer choice and marketing strategy.,9.14,Image,Ask open-ended questions to tap into the strength, favorability, and uniqueness of brand associations. These associations should be rated on scales for quantitative analysis.,9.15,Brand Responses,Research in psychology suggests that purchase intentions are most likely to be predictive of actual purchase when there is correspondence between the two in the following categories: Purchase Intentions Action (buying for own use or to give as a gift) Target (specific type of product and brand) Context (in what type of store based on what prices and other conditions) Time (within a week, month, or year),9.16,Brand Relationships,Behavioral loyalty Brand substitutability Other brand resonance dimensions For example, in terms of engagement, measures could explore word-of-mouth behavior, online behavior, and so forth in depth,9.17,Comprehensive Models of Customer-Based Brand Equity,Brand dynamics Equity engines Young acquisition of consumer experience,Esteem,Consumer respect, regard。