Quantitative research:Brand resonance pyramid (Brand awareness: recall…
Quantitative research:Brand resonance pyramid
Brand awareness: recognition(identity)
Requires consumers to ID the brand under a variety of circumstances
Rests on the ID of
of the brand elements
Most basic test: consumers are given a set of individual items visually/orally and ask whether they think they've previously seen or heard of these items
Provides approximation of potential recallability
To determine actual recall of brand elements under various circumstances, brand recall is measured
Brand awareness: recall (identity)
Requires consumer to retrieve the actual brand element from memory when given related probe/cue
More demanding memory task than brand recognition
recall: if "all brands" are given as a cue only STRONGEST are ID
recall: various cues help consumers
Measures of recall based on product attribute=category/situational/usage cues give indicator of
breadth and depth
How many occasions and to what extent
2) how quickly do they think of the brand?
3) is it automatically/easily recalled?
1) Do consumers think of the brand under the right circumstances?
4) Is it the first brand they recall
Brand performance and image (meaning)
Emotional and self expressive
Consumer perception of specific attributes and benefits
Lower level brand value creator
Beliefs: descriptive thoughts that a person holds about something
Brand association beliefs: specific attributes and benefits linked to the brand and its competitors
Belief associations are assessed on the basis of one or more of the three dimensions:
what is unique about the brand? what characteristics/ features does the brand share w/ other brands?
: what is good/bad about the brand? what do you like/dislike about the brand
what are the strongest associations you have to the band? what comes to mind when you think of it?