CHAPTER 9：MEASURING SOURCES OF BRAND EQUITY： CAPURING CUSTOMER MINDSET_[全文]

CHAPTER 9：MEASURING SOURCES OF BRAND EQUITY： CAPURING CUSTOMER MINDSET_[ 全文 企业安全文化建设方案企业安全文化建设导则安全文明施工及保证措施创建安全文明校园实施方案创建安全文明工地监理工作情况 ] CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET Kevin Lane Keller Tuck School of Business Dartmouth College Qualitative Research Techniques Free association What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages? What do you find unique about the brand? How is it different from other brands? In what ways is it the same? Free Associations LEVI’S 501 High quality, long lasting, and durable Blue denim, shrink-to-fit cotton fabric, button-fly, two-horse patch, and small red pocket tag Feelings of self-confidence and self-assurance Comfortable fitting and relaxing to wear Honest, classic, Contemporary, approachable, independent, and universal Appropriate for outdoor work and casual social situations Western, American, blue collar, hard-working, traditional, strong, rugged, and masculine BENEFITS ATTRIBUTES Symbolic Usage Imagery User Imagery Brand Personality Functional Product-Related Experiential Qualitative Research Techniques Projective techniques Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters Projective Techniques Consumers might feel that it would be socially unacceptable to express their true feelings Projective techniques are diagnostic tools to uncover the true opinions and feelings of consumers Examples: Completion and interpretation tasks Comparison tasks New approach: ZMET Zaltman Metaphor Elicitation Technique (ZMET) ZMET is “a technique for eliciting interconnected constructs that influence thought and behavior.” ZMET The guided conversation consists of a series of steps that includes some or all of the following: Story telling Missed images Sorting task Construct elicitation The most representative picture Opposite images Sensory images Mental map Summary image Vignette Brand Personality and Values Brand personality refers to the human characteristics or traits that can be attributed to a brand. The Big Five Sincerity (down-to-earth, wholesome, and cheerful) Excitement (daring, spirited, imaginative, and up-to-date) Competence (reliable, intelligent, and successful) Sophistication (upper class and charming) Ruggedness (outdoorsy and tough) Jennifer Aaker, 1997 Identifying Key Brand Personality Associations BUSH KERRY Coffee Dunkin’ Donuts Starbucks Technology IBM Apple Auto Ford BMW Retail Kmart Target Fast Food McDonald’s Subway 2004 U.S. presidential election, random sample of undecided voters Experiential Methods By tapping more directly into their actual home, work, or shopping behaviors, researchers might be able to elicit more meaningful responses from consumers. Advocates of the experiential approach have sent researchers to consumers’ homes in the morning to see how they approach their days, given business travelers Polaroid cameras and diaries to capture their feelings when in hotel rooms, and conducted “beeper studies” in which participants are instructed to write down what they’re doing when they are paged. Quantitative Research Techniques Awareness Image Brand responses Brand relationships Awareness Recognition Ability of consumers to identify the brand (and its elements) under various circumstances Recall Ability of consumers to retrieve the actual brand elements from memory Unaided vs. aided recall Awareness Corrections for guessing Any research measure must consider the issue of consumers making up responses or guessing. Strategic implications The advantage of aided recall measures is that they yield insight into how brand knowledge is organized in memory and what kind of cues or reminders may be necessary for consumers to be able to retrieve the brand from memory. The important point to note is that the category structure that exists in consumers’ minds—as reflected by brand recall performance—can have profound implications for consumer choice and marketing strategy. Image Ask open-ended questions to tap into the strength, favorability, and uniqueness of brand associations. These associations should be rated on scales for quantitative analysis. Brand Responses Research in psychology suggests that purchase intentions are most likely to be predictive of actual purchase when there is correspondence between the two in the following categories: Purchase Intentions Action (buying for own use or to give as a gift) Target (specific type of product and brand) Context (in what type of store based on what prices and other conditions) Time (within a week, month, or year) Brand Relationships Behavioral loyalty Brand substitutability Other brand resonance dimensions For example, in terms of engagement, measures could explore word-of-mouth behavior, online behavior, and so forth in depth Comprehensive Models of Customer-Based Brand Equity Brand dynamics Equity engines Young & Rubicam’s Brand Asset Valuator (BAV) Brand Dynamics The Brand Dynamics model adopts a hierarchical approach to determine the strength of relationship a consumer has with a brand. The five levels of the model are: Presence Relevance Performance Advantage Bonding Equity Engines This model delineates three key dimensions of brand affinity—the emotional and intangible benefits of a brand—as follows: Authority: The reputation of a brand, whether as a long-standing leader or as a pioneer in innovation Identification: The closeness customers feel for a brand and how well they feel the brand matches their personal needs Approval: The way a brand fits into the wider social matrix and the intangible status it holds for experts and friends Young & Rubicam’s Brand Asset Valuator (BAV) There are five key components of brand health in BAV—the five pillars. Each pillar is derived from various measures that relate to different aspects of consumers’ brand perceptions and that together trace the progression of a brand’s development. Differentiation Energy Relevance Esteem Knowledge BrandAsset? Valuator (BAV) 240,000+ consumers Up to 181 categories 137 studies 40 countries 8 years 56 different brand metrics Common methodology Four Primary Aspects How Brands Are Built Knowledge The culmination of brand building efforts; acquisition of consumer experience Esteem Consumer respect, regard, reputation; a fulfillment of perceived consumer promise Relevance Relates to usage and subsumes the five Ps of marketing; relates to sale Differentiation The basis for consumer choice; the essence of the brand, source of margin Healthy Brands Have Greater Differentiation than Relevance Room to grow... Brand has power to build relevance. D > R 0 10 20 30 40 50 60 70 80 90 100 Differentiation Relevance Examples: Harley Davidson Yahoo! AOL Williams-Sonoma Ikea Bloomberg Business News Brands with greater Relevance than Differentiation Are in Danger of Becoming Commodities R > D 0 10 20 30 40 50 60 70 80 90 100 Differentiation Relevance Uniqueness has faded; price becomes dominant reason to buy. Examples: Exxon Mott’s McDonald’s Crest Minute Maid Fruit of the Loom Peter Pan (peanut butter) More Esteem than Knowledge Means, “I’d like to get to know you better” E > K 0 10 20 30 40 50 60 70 80 90 100 Esteem Knowledge Brand is better liked than known. Examples: Coach leatherwear Tag Heuer Calphalon Movado Blaupunkt Pella Windows Palm Pilot Technics Too Much Knowledge Can Be Dangerous: “I know you and you’re nothing special” K > E 0 10 20 30 40 50 60 70 80 90 100 Esteem Knowledge Brand is better known than liked. Examples: Plymouth TV Guide Spam Woolworths Chrysler Maxwell House National Enquirer Sanka A Two-Dimensional Framework for Diagnosing Brands: The Power Grid BrandAsset? Valuator Leading Brand Strength Differentiation Relevance Lagging Brand Stature Esteem Knowledge Brand Health Is Captured on the PowerGrid Power Leaders New Niche/ Unrealized Potential Declining Leaders Unfocused BRAND STRENGTH (Differentiation and Relevance) BRAND STATURE (Esteem and Knowledge) Eroded Base: USA Total Adults BAV 2000 USA 1999 PowerGrid Sample BRAND STATURE BRAND STRENGTH Base: USA Total Adults BAV 1999 0 20 40 60 80 100 0 20 40 60 80 100 Plymouth Bazooka Ivory Snow Pert Rolaids Keds Howard Johnson TWA Greyhound Arizona Iced Tea Aeropostale Newman’s Own Sundance Channel DreamWorks Bloomberg Business News CDnow IKEA Coca-Cola Ocean Spray Nike Pepperidge Farm M&Ms Disney Jeopardy! Hallmark San Pellegrino Sun Microsystems Wired Quest Telecomm Nokia iVillage3> NetGrocer Iridium Y&R Resonance Research Usage Loyalty (60%) Attachment (30%) Community Engagement Resonance ACE (10%) 15% Base: 2001 BAV Data Y&R Resonance Research with BAV 0 50 100 0 50 100 Brand Stature Brand Strength Attached Loyal Community Resonance Engaged Non-Loyals Resonance Engaged Community Attached Loyal Users Non-Loyal Users Base: BAV USA Adults 2001 Differentiation Average U.S. Packaged Goods Brand Proportion of Consumers Consumer Loyalty 7% Bonded 32% Advantage 35% Performance 43% Relevance 76% Presence 38% 19% 17% 13% 20% Commonalty Between the Basic BAV Model and the CBBE Framework BAV’s knowledge relates to CBBE’s brand awareness and familiarity. BAV’s esteem relates to CBBE’s favorability of brand associations. BAV’s relevance relates to CBBE’s strength of brand associations (as well as perhaps favorability). BAV’s energy relates to CBBE’s favorability of associations. BAV’s differentiation relates to CBBE’s uniqueness of brand associations. 2 The largest worldwide brand study, enabling Y&R to speak to the issue on the agenda, Brands and Financial Performance, but also enabling me to speak about brands the way consumers do. It’s helpful to think about Brands as you think about Relationships-- how brands are built how they progress how they can go sour and how to re-build damaged ones I’m going to talk about the 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... 11 OK, so here’s the cheat sheet. I’m Miss Lonelyhearts and I’m checking out what you’re telling me about the brands. I want to know about Brand Strength and Brand Stature and what they tell me about pursuing the relationship further. 12