MeseasuringSourceofBrandEquity(测量品牌资产的

9.1CHAPTER9:MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSETKevinLaneKellerTuckSchoolofBusinessDartmouthCollege9.2QualitativeResearchTechniquesFreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howisitdifferentfromotherbrands?Inwhatwaysisitthesame?9.3FreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowearHonest,classic,Contemporary,approachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPersonalityFunctionalProduct-RelatedExperiential9.4QualitativeResearchTechniquesProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters9.5ProjectiveTechniquesConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks9.6Newapproach:ZMETZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”9.7ZMETTheguidedconversationconsistsofaseriesofstepsthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette9.8BrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,19979.9IdentifyingKeyBrandPersonalityAssociationsBUSHKERRYCoffeeDunkin’DonutsStarbucksTechnologyIBMAppleAutoFordBMWRetailKmartTargetFastFoodMcDonald’sSubway2004U.S.presidentialelection,randomsampleofundecidedvoters9.10ExperientialMethodsBytappingmoredirectlyintotheiractualhome,work,orshoppingbehaviors,researchersmightbeabletoelicitmoremeaningfulresponsesfromconsumers.Advocatesoftheexperientialapproachhavesentresearcherstoconsumers’homesinthemorningtoseehowtheyapproachtheirdays,givenbusinesstravelersPolaroidcamerasanddiariestocapturetheirfeelingswheninhotelrooms,andconducted“beeperstudies”inwhichparticipantsareinstructedtowritedownwhatthey’redoingwhentheyarepaged.9.11QuantitativeResearchTechniquesAwarenessImageBrandresponsesBrandrelationships9.12AwarenessRecognitionAbilityofconsumerstoidentifythebrand(anditselements)undervariouscircumstancesRecallAbilityofconsumerstoretrievetheactualbrandelementsfrommemoryUnaidedvs.aidedrecall9.13AwarenessCorrectionsforguessingAnyresearchmeasuremustconsidertheissueofconsumersmakingupresponsesorguessing.StrategicimplicationsTheadvantageofaidedrecallmeasuresisthattheyyieldinsightintohowbrandknowledgeisorganizedinmemoryandwhatkindofcuesorremindersmaybenecessaryforconsumerstobeabletoretrievethebrandfrommemory.Theimportantpointtonoteisthatthecategorystructurethatexistsinconsumers’minds—asreflectedbybrandrecallperformance—canhaveprofoundimplicationsforconsumerchoiceandmarketingstrategy.9.14ImageAskopen-endedquestionstotapintothestrength,favorability,anduniquenessofbrandassociations.Theseassociationsshouldberatedonscalesforquantitativeanalysis.9.15BrandResponsesResearchinpsychologysuggeststhatpurchaseintentionsaremostlikelytobepredictiveofactualpurchasewhenthereiscorrespondencebetweenthetwointhefollowingcategories:PurchaseIntentionsAction(buyingforownuseortogiveasagift)Target(specifictypeofproductandbrand)Context(inwhattypeofstorebasedonwhatpricesandotherconditions)Time(withinaweek,month,oryear)9.16BrandRelationshipsBehavioralloyaltyBrandsubstitutabilityOtherbrandresonancedimensionsForexample,intermsofengagement,measurescouldexploreword-of-mouthbehavior,onlinebehavior,andsoforthindepth9.17ComprehensiveModelsofCustomer-BasedBrandEquityBranddynamicsEquityenginesYoung&Rubicam’sBrandAssetValuator(BAV)9.18BrandDynamicsTheBrandDynamicsmodeladoptsahierarchicalapproachtodeterminethestrengthofrelationshipaconsumerhaswithabrand.Thefivelevelsofthemodelare:PresenceRelevancePerformanceAdvantageBonding9.19EquityEnginesThismodeldelineatesthreekeydimensionsofbrandaffinity—theemotionalandintangiblebenefitsofabrand—asfollows:Authority:Thereputationofabrand,whetherasalong-standingleaderorasapioneerininnovationIdentification:TheclosenesscustomersfeelforabrandandhowwelltheyfeelthebrandmatchestheirpersonalneedsApproval:Thewayabrandfitsintothewidersocialmatrixandtheintangiblestatusitholdsforexpertsandfriends9.20Young&Rubicam’sBrandAssetValuator(BAV)Therearefi