Description
It covers various topics for measuring brand equity. Also touches upon Zmet Interview and Focus Groups.
Measuring Sources of Brand Equity
Consumer Research
? Qualitative
?
? ? ?
Free Associations Projective Techniques Brand Personality and Values Experiential Methods
Awareness Image Brand Response Brand Relationships
? Quantitative
?
?
? ?
Qualitative Techniques
Can You Tell Me Something About The Owner of this Bicycle
What About This ?
What if this had been a Person?
And This??
What if this had been an Animal?
And This??
And This??
What is She Saying?
Read the Lists
?
?
?
?
?
?
?
List 1 Godrej Chicken Ferrero Roche MTR Gulab Jamun Mix Nescafe instant coffee Dabur Home Made MDH Meat Masala ITC Kitchens of India (Palak Paneer)
?
? ? ? ? ? ?
List 2 Dressed Chicken Darjeeling Tea Leaves 500 gm Ginger 200 gm Garlic 2 kg Potatoes 1 kg Flour Dairy Milk Chocolate
The ZMET Interview
? Storytelling
about Pictures ? Missing Pictures ? The Triad Task ? Metaphor Probe/Expand the Frame ? Sensory (Non-Visual) Metaphors ? Vignette ? Digital Imaging
Focus Groups
? 5-12
category users in structured location ? Facilitator ‘learns’ from respondents ? Protocol prepared ? Open-ended questions used ? Results used to identify themes ? Written report to client and creative team
Quantitative Techniques
Fill Up………
? __
K __ Y ? __ O __ __ S ? __ A L __ __ N __ L __ I __ ? V __ __ S __ C __ ? __ __ M __ S __ F __ N __ I __ ? __ R __ ? M __ __ T __ L __ N __ ? P __ __ A __ O __ I __
Read The Ad
Describe
Awareness
? Recognition
?
? ?
Name Packaging Eyeball Tracking
Aided Unaided
? Recall
? ?
? Guessing
Errors
Image research
Open-ended measures for • strength, favorability, uniqueness Scaling techniques • Likert scale for likeliness Free-choice for brand attribute association Ranking order of brands
Perceptual Map: Painkillers
Can You Identify The Dimensions?
Brand Responses
Purchase intention Action - Buy for self or as a gift Target - Types of products and brand Context - Store, conditions, occasion Time - When, how soon
Brand Relationships
? Behavior
loyalty ? Brand substitutability ? Other brand resonance dimensions word-of-mouth, on line
Thank You, Class
doc_432360044.ppt
It covers various topics for measuring brand equity. Also touches upon Zmet Interview and Focus Groups.
Measuring Sources of Brand Equity
Consumer Research
? Qualitative
?
? ? ?
Free Associations Projective Techniques Brand Personality and Values Experiential Methods
Awareness Image Brand Response Brand Relationships
? Quantitative
?
?
? ?
Qualitative Techniques
Can You Tell Me Something About The Owner of this Bicycle
What About This ?
What if this had been a Person?
And This??
What if this had been an Animal?
And This??
And This??
What is She Saying?
Read the Lists
?
?
?
?
?
?
?
List 1 Godrej Chicken Ferrero Roche MTR Gulab Jamun Mix Nescafe instant coffee Dabur Home Made MDH Meat Masala ITC Kitchens of India (Palak Paneer)
?
? ? ? ? ? ?
List 2 Dressed Chicken Darjeeling Tea Leaves 500 gm Ginger 200 gm Garlic 2 kg Potatoes 1 kg Flour Dairy Milk Chocolate
The ZMET Interview
? Storytelling
about Pictures ? Missing Pictures ? The Triad Task ? Metaphor Probe/Expand the Frame ? Sensory (Non-Visual) Metaphors ? Vignette ? Digital Imaging
Focus Groups
? 5-12
category users in structured location ? Facilitator ‘learns’ from respondents ? Protocol prepared ? Open-ended questions used ? Results used to identify themes ? Written report to client and creative team
Quantitative Techniques
Fill Up………
? __
K __ Y ? __ O __ __ S ? __ A L __ __ N __ L __ I __ ? V __ __ S __ C __ ? __ __ M __ S __ F __ N __ I __ ? __ R __ ? M __ __ T __ L __ N __ ? P __ __ A __ O __ I __
Read The Ad
Describe
Awareness
? Recognition
?
? ?
Name Packaging Eyeball Tracking
Aided Unaided
? Recall
? ?
? Guessing
Errors
Image research
Open-ended measures for • strength, favorability, uniqueness Scaling techniques • Likert scale for likeliness Free-choice for brand attribute association Ranking order of brands
Perceptual Map: Painkillers
Can You Identify The Dimensions?
Brand Responses
Purchase intention Action - Buy for self or as a gift Target - Types of products and brand Context - Store, conditions, occasion Time - When, how soon
Brand Relationships
? Behavior
loyalty ? Brand substitutability ? Other brand resonance dimensions word-of-mouth, on line
Thank You, Class
doc_432360044.ppt