MeseasuringSourceofBrandEquity(测量品牌资产的.ppt

CHAPTER9:MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSET,KevinLaneKellerTuckSchoolofBusinessDartmouthCollege,QualitativeResearchTechniques,FreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howisitdifferentfromotherbrands?Inwhatwaysisitthesame?,FreeAssociations,LEVIS501,Highquality,longlasting,anddurable,Bluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettag,Feelingsofself-confidenceandself-assurance,Comfortablefittingandrelaxingtowear,Honest,classic,Contemporary,approachable,independent,anduniversal,Appropriateforoutdoorworkandcasualsocialsituations,Western,American,bluecollar,hard-working,traditional,strong,rugged,andmasculine,BENEFITS,ATTRIBUTES,Symbolic,UsageImagery,UserImagery,BrandPersonality,Functional,Product-Related,Experiential,QualitativeResearchTechniques,ProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters,ProjectiveTechniques,ConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks,Newapproach:ZMET,ZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”,ZMET,Theguidedconversationconsistsofaseriesofstepsthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette,BrandPersonalityandValues,Brandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,1997,IdentifyingKeyBrandPersonalityAssociations,BUSHKERRYCoffeeDunkinDonutsStarbucksTechnologyIBMAppleAutoFordBMWRetailKmartTargetFastFoodMcDonaldsSubway,2004U.S.presidentialelection,randomsampleofundecidedvoters,ExperientialMethods,Bytappingmoredirectlyintotheiractualhome,work,orshoppingbehaviors,researchersmightbeabletoelicitmoremeaningfulresponsesfromconsumers.Advocatesoftheexperientialapproachhavesentresearcherstoconsumershomesinthemorningtoseehowtheyapproachtheirdays,givenbusinesstravelersPolaroidcamerasanddiariestocapturetheirfeelingswheninhotelrooms,andconducted“beeperstudies”inwhichparticipantsareinstructedtowritedownwhattheyredoingwhentheyarepaged.,QuantitativeResearchTechniques,AwarenessImageBrandresponsesBrandrelationships,Awareness,RecognitionAbilityofconsumerstoidentifythebrand(anditselements)undervariouscircumstancesRecallAbilityofconsumerstoretrievetheactualbrandelementsfrommemoryUnaidedvs.aidedrecall,Awareness,CorrectionsforguessingAnyresearchmeasuremustconsidertheissueofconsumersmakingupresponsesorguessing.StrategicimplicationsTheadvantageofaidedrecallmeasuresisthattheyyieldinsightintohowbrandknowledgeisorganizedinmemoryandwhatkindofcuesorremindersmaybenecessaryforconsumerstobeabletoretrievethebrandfrommemory.Theimportantpointtonoteisthatthecategorystructurethatexistsinconsumersmindsasreflectedbybrandrecallperformancecanhaveprofoundimplicationsforconsumerchoiceandmarketingstrategy.,Image,Askopen-endedquestionstotapintothestrength,favorability,anduniquenessofbrandassociations.Theseassociationsshouldberatedonscalesforquantitativeanalysis.,BrandResponses,Researchinpsychologysuggeststhatpurchaseintentionsaremostlikelytobepredictiveofactualpurchasewhenthereiscorrespondencebetweenthetwointhefollowingcategories:PurchaseIntentionsAction(buyingforownuseortogiveasagift)Target(specifictypeofproductandbrand)Context(inwhattypeofstorebasedonwhatpricesandotherconditions)Time(withinaweek,month,oryear),BrandRelationships,BehavioralloyaltyBrandsubstitutabilityOtherbrandresonancedimensionsForexample,intermsofengagement,measurescouldexploreword-of-mouthbehavior,onlinebehavior,andsoforthindepth,ComprehensiveModelsofCustomer-BasedBrandEquity,BranddynamicsEquityenginesYoungacquisitionofconsumerexperience,Esteem,Consumerrespect,regard,reputation;afulfillmentofperceivedconsumerpromise,Relevance,RelatestousageandsubsumesthefivePsofmarketing;relatestosale,Differentiation,Thebasisforconsumerchoice;theessenceofthebrand,sourceofmargin,Roomtogrow.Brandhaspowertobuildrelevance.,DR,0,10,20,30,40,50,60,70,80,90,100,Differentiation,Relevance,HealthyBrandsHaveGreaterDifferentiationthanRelevance,Examples:HarleyDavidsonYahoo!AOLWilliams-SonomaIkeaBloombergBusinessNews,RD,0,10,20,30,40,50,60,70,80,90,100,Differentiation,Relevance,Uniquenesshasfaded;pricebecomesdominantreasontobuy.,BrandswithgreaterRelevancethanDifferentiationAreinDangerofBecomingCommodities,Examples:ExxonMottsMcDonaldsCrestMinuteMaidFruitoftheLoomPeterPan(peanutbutter),EK,0,10,20,30,40,50,60,70,80,90,100,Esteem,Knowledge,Brandisbetterlikedthanknown.,MoreEsteemthanKnowledgeMeans,“Idliketogettoknowyoubetter”,Examples:CoachleatherwearTagHeuerCalphalonMovadoBlaupunktPellaWindowsPalmPilotTechnics,Brandisbetterknownthanliked.,TooMuchKnowledgeCanBeDangerous:“Iknowyouandyourenothingspecial”,Examples:PlymouthTVGuideSpamWoolworthsChryslerMaxwellHouseNationalEnquirerSanka,BrandAssetValuator,ATwo-DimensionalFrameworkforDiagnosingBrands:ThePowerGrid,PowerLeaders,New,Niche/UnrealizedPotential,DecliningLeaders,Unfocused,BRANDSTRENGTH(DifferentiationandRelevance),BRANDSTATURE(EsteemandKnowledge),Eroded,BrandHealthIsCapturedonthePowerGrid,Base:USATotalAdultsBAV2000,BRANDSTATURE,BRANDSTRENGTH,Base:USATotalAdultsBAV1999,0,20,40,60,80,100,0,20,40,60,80,100,PlymouthBazookaIvorySnowPertRolaidsKedsHowardJohnsonTWAGreyhound,ArizonaIcedTeaAeropostaleNewmansOwnSundanceChannelDreamWorksBloombergBusinessNewsCDnowIKEA,Coca-ColaOceanSprayNikePepperidgeFarmM&MsDisneyJeopardy!Hallmark,SanPellegrinoSunMicrosystemsWiredQuestTelecommNokiaiVNetGrocerIridium,USA1999PowerGridSample,Y&RResonanceResearch,Usage,Loyalty(60%),Attachment(30%),Community,Engagement,ResonanceACE(1