Giáo án môn Quản trị Marketing Chapter 9 MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET Qualitative research techniques Free association Projective techniques Zaltman metaphor elicitation Brand personality and values Experiential methods Brand awareness Brand image Brand responses Brand relationships
MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET CHAPTER 9.1 Brand Value Chain VALUE STAGES Marketing Marketing Program Program Investment Investment Customer Customer Mindset Mindset - Product - Communications - Trade - Employee - Other FILTERS - Awareness - Associations - Attitudes - Attachment - Activity Program Program Multiplier Multiplier - Clarity - Relevance - Distinctiveness - Consistency Market Market Performance Performance Shareholder Shareholder Value Value - Price premiums - Price elasticity - Market share - Expansion success - Cost structure - Profitability Consumer Consumer Multiplier Multiplier - Channel support - Consumer size and profile- Competitive reactions - - Stock price - P/E ratio - Market capitalization Market Market Multiplier Multiplier Market dynamics Growth potential Risk profile Brand contribution Contents Qualitative research techniques Quantitative research techniques Brand awareness Free association Projective techniques Brand image Zaltman metaphor Brand responses Brand relationships elicitation Brand personality and values Comprehensive Experiential methods models of consumer-based brand equity Brand dynamics Equity engine Relationship to the CBBE model 9.3 Section QUALITATIVE RESEARCH TECHNIQUES 9.4 Qualitative Research Techniques Often identify possible brand associations and sources of brand equity such as brand awareness, brand attitudes, and brand attachments Qualitative research techniques are relative unstructured measurement approaches that permit a range of possible consumer responses 9.5 Qualitative Research Techniques Free association Projective techniques Zaltman metaphor elicitation Brand personality and values Experiential methods 9.6 Free association Subjects are asked what comes to mind when they think of the brand, without any more specific probe or cue than perhaps the associated product category What does the Rolex name mean to you? Tell me what comes to mind when you think of Rolex watches? … Resulting associations can be used to form a rough mental map for the brand 9.7 Free Associations ATTRIBUTES Product-Related User Imagery Western, American, blue collar, hard-working, traditional, strong, rugged, and masculine Blue denim, shrink-to-fit cotton fabric, button-fly, two-horse patch, and small red pocket tag Usage Imagery Appropriate for outdoor work and casual social situations Brand Personality Honest, classic, Contemporary, approachab independent, and univers High quality, long lasting, and durable Feelings of selfconfidence and self-assurance Functional Comfortable fitting and relaxing to wear Symbolic BENEFITS Experiential 9.8 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 Consumers might feel that it would be socially unacceptable to express their true feelings Examples: Rorschach Test; Mason Haire 9.9 Projective Techniques - Rorschach Test - 9.10