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Brand management Lecture 2 (Research approaches (Word association (e.g. 3…
Brand management Lecture 2
Brand equity
Difference between asset valuation 评估& 'equity'
No common viewpoint on how brand equity should be conceptualized and measured
Brand equity is defined in terms of the marketing effects uniquely attributable to the brand
It stresses the importance of brand role in marketing strategies
Keller's Customer Based Brand Equity Model
Customer Based Brand Equity
" The differential effect that brand knowledge has on consumer response to the marketing of that brand" (Keller, 2012)
After Keller
Brand equity is derived from the actions of consumers
The true significance of brands can only be seen through the eyes of the beholder ( Grace & O’Cass, 2002)
Customer-based brand equity means measuring the
consumer mindset
or brand knowledge
Methods to Measure Consumer Mindset
Traditional research techniques with focus on qulitative and projective techniues
Observation of behaviour in context
e.g. accompanied shopping
Vox Pops
Ethinographic research
Situational observation of consumer interaction with the brand
Partivipation in brand consumption activities
Record and understand language of the consumer
Help companies understand the consumer in terms of cultural trends, lifestyle
Netnography
Study of online cultures and communities formed through computer-mediated communications
Based around communities that talk about your topic of interest
Depend on the motivation
Download & record text & images systematically
Code quotes to categorise customer type, viewpoint, opinion, attitude etc
Brand mapping
Sample of consumers are asked to think about what they associate with a brand
Salient associations mounted onto card& shown to respondents who select card and shown to respondents who select cards that reflect their feelings
Consumers shown an example brand map and build their own map
Individual maps are combined to obtain a consensus共识
Brand Map Drivative衍生物： Suns and Satellites
‘ Added value' with which a brand endows a product; i.e., customer value over and above the value based on generic performance, economic and functional attributes
Consumer-based brand equity occurs when consumers have a
high level of awareness and familarity
+
strong, favourable and unique associations
with it in his/ her mind (Keller, 2012)
Foundations of Keller's Model
Undertanding equity invovles identifying the network of brand associations in consumer memory
Associations are typically biewed as being organisaed in a network consistent with associative network models of memory (See Anderson, 1983) and can be mapped
The association network constitutes
KNOWLEDGE: The meaning and value of the brand in the mind of the consumer
Brand knowledge = Brand Awareness + Brand Image
Brand Awareness
Recognition
Recall
Brand Awareness Advantages
Learning
Consideration
Choice
Establishing Brand Awareness
Increasing familiarity of the brand through repeated exporsure
Forging strong associations with the product category or other consumption cues
Image: Favourable Associations
Desirable but also successfully delivered by the brand:
relevant
distinctive
believable
Conveyed by the supporting marketing campaign
Research approaches
Word association
e.g. 3 words first com into your head
Pizza Hut: Family, Salad bar
LV: Luxury, travel
Draw a person
Complete the speech bubble
Play Doh sculptures
Collages
Dimentsions of Keller's Pyramid with examples
From bottom to the top:
Salience
Performance + Imagery
Judegments + Feelings
Resonance共鸣
Brand Develpment
Indentity = Who are you?
Meaning = What are you?
Reponse = What about you?
Relationships = What about you and me?
Build A strong Brand
Identify
the brand with consumers and associate the brand in consumer's minds with a specific product category or need
Establish the totality of brand
meaning
in the minds of consumers by linking a host of brand associations with it
Elicit the proper customer
response
to this brand identification and meaning
Convert brand response to create an intense, active loylty
relationship
between customers and the brand
Sub-Dimensions of CBBE Pyramid
detail
From bottom to the top:
Salience
Category identification
Needs satified
Depth of brand awareness
Ease of recognition and recall
strength & clarity of category membership
Breadth宽度 of brand awareness
Purchase consideration
Consumption consideration
Performance + Imagery
Performance Dimensions: Benefits
Describes the ways in which the brand solves the identified consumer problems or offers improvement in some aspect of their lives the reasons to buy
Benefits will either be functional and / or emotional
What does it do for me?
What does it say about me?
How does it make me feel?
Performance Dimensions: Attributes
Substantiated or truthful evidence supporting the brand benefits
Resons that the consumer islooking for/ interested in
They should be as specific and woneable as possible
What out for category generic word such as ' quality', 'trustworthy', 'good value for money' or vague, weak words
Imagery Dimensions
More abstract and less tangible
Could be a profile or mental image of actual or idealized users: combines demographics with psychographics
Usage situations, locations & activities
Brand personality traits and values
Association with the brand’s past and noteworthy events
Imagery: Brand Personality
What kind of person would the brand be?
Which celebrity would the brand be?
Would you be friends with this person?
Generic (eg Aaker), category or brand specific?
Aaker’s Brand Personality Model
[Jennifer Aaker, 1997]
Imagery: Values
Reflect brand priorities, commitment & vision
Creating a culture of warmth and belonging, where everyone is welcome
Acting with courage, challenging the status quo and finding new ways to grow our company and each other
Being present, connecting with transparency, dignity and respect
Delivering our very best in all we do, holding ourselves accountable for results
Performance: Ponts-of- Parity (POPs) and Points-of-Difference (PODs)
POPs
attributes or benefits that are not necessarily unique to the brand, but may in fact be shared with other brands
PODs
Attributes or beenifits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand
Judegments + Feelings
Judegements: Dimensions
Quality
Value
satisfaction
Credibility
expertise
trustworthy
likeability
Consideration
relevance
Superiority
differentiation
Feeling: Dimensions
Warmth
Fun
Exitement
Security
Social approval
Self-respect
Resonance
共鸣
Loyalty: Frequency & repeat purchase
Attitudina attachment: Love, pride, favourite
Community: kinship亲属关系, affiliation联系
example
Red Bull
Lego
Engagement: join club, visit website/ social media pages, seek out information
Shorthand: Brand Mantra
Examples
Pedigree foods: Sheba Cat Food
Cat owners want to demonstrate their love for their cats by giving them food which they would be happy to share themselbes
IKEA
金字塔
Resonance
goodneghours
living local
Judgement:
Smart choice
Scandinavian
Accessible
Feeling:
Homemaker
Security
self respect
Performance
Affordable design
Self-build
Customise
Imargery
quirky
funny
spontaneous
Salience
Modern asthetic
Fun homeware
