6. Dmoch/17/01/2015/Page6
green sails
Music “Sail away”
Sailing ship
TV-commercial
tough guys, nice girls
Sailing crew
international
German origin
adventure
quality
exclusive
silver letters
Premium
red label
green bottle
Karlskrone
cheap
green label
Plastic bottle
A Brand is anchored in the Consumer’s Mind
Pilsner
Beer
typical bottle
white head
carbonated
fresh
malty
amber
dry
bitter
traditional pure
typical
glass
Bottom-fermented
relaxing
friends
community
After work
party
Aldi
BECK‘S
Joe Cocker
Category
7. Dmoch/17/01/2015/Page7
Positioning: Definition
All measures aimed on influencing the consumer’s perception of
a product or service so that it is
attractive to the consumer
differentiated to competing offers
and thus is preferred to those offers.
11. Dmoch/17/01/2015/Page11
What are we going to measure?
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
12. Dmoch/17/01/2015/Page12
What are we going to measure?
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
13. Dmoch/17/01/2015/Page13
What are we going to measure?
High involvement
Stimulus
low involvement
Emotional processesCognitive processes
Attitude
Behaviour
Purchase
Intention
14. Dmoch/17/01/2015/Page14
What are we going to measure?
High Involvement
Stimulus
Low Involvement
Emotional ProcessesCognitive Processes
Behaviour
Purchase
Intention
Attitude
22. Dmoch/17/01/2015/Page22
Structural Analysis of Competitive Images (WISA)
2. Dimension
Brand A
1. Dimension
Brand A
2. Dimension
Brand B
1. Dimension
Brand B
3. Dimension
Brand B
Purchase intention
Brand B Purchase intention
Brand A
24. Dmoch/17/01/2015/Page24
Structural Analysis of Competitive Images (WISA)
First Choice Other Brands
Available-Set
Awareness-Set Unawareness-Set
Consideration-Set Inert-Set Reject-Set
Beck’s
N=263
Jever
N=186
N=114
Beck’s
N=263
Karlskrone
N=201
N=23
25. Dmoch/17/01/2015/Page25
Structural Analysis of Competitive Images (WISA)
Purchase Intention – Beck’s
Good taste Beck’s
Good taste Jever
Virility Beck’s
Not via Image
explained
variance: 79%
Purchase Intention – Jever
Not via Image
explained
variance: 76%
21%
24%
26. Dmoch/17/01/2015/Page26
Why qualitative approach?
Young
Fresh
Natural
Bitter
German
viril
pure
Beck’s
Relevant to individual #1,
but not checked
Not relevant to individual #2,
however checked
Unilateral relations Multilateral relations
Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
Exclusive
Silver letters
Premium
Red label
Green bottle
Joe Cocker
Beck’s
28. Dmoch/17/01/2015/Page28
Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
Exclusive
Silver letters
Premium
Red label
Green bottle
Open Assessment of the Brand’s Position
Joe Cocker
Beach
Calm music
Lighthouse
TV-commercial
Viril guys
Northern Germany
Peaceful
German origin
Natural
Quality
Exclusive
Silver letters
Premium
Golden label
Green bottle
Relaxed
JEVER
Seaside Island
Authentic
Beck’s
29. Dmoch/17/01/2015/Page29
Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
Exclusive
Silver letters
Premium
Red label
Green bottle
Unique Position
Joe Cocker
Beach
Calm music
Lighthouse
TV-commercial
Viril guys
Northern Germany
Peaceful
German origin
Natural
Quality
Exclusive
Silver letters
Premium
Golden label
Green bottle
Relaxed
JEVER
Seaside Island
Authentic
Beck’s
30. Dmoch/17/01/2015/Page30
Green sails
Music “Sail away”
Sailing ship
TV-commercial
Tough guys, nice girls
Sailing crew
International
German origin
Adventure
Quality
Exclusive
Silver letters
Premium
Red label
Green bottle
Overlap coefficient
Joe Cocker
Beach
Calm music
Lighthouse
TV-commercial
Viril guys
Northern Germany
Peaceful
German origin
Natural
Quality
Exclusive
Silver letters
Premium
Golden label
Green bottle
Relaxed
JEVER
Seaside Island
Authentic
Beck’sOverlap Coefficient 21%
37. Dmoch/17/01/2015/Page37
Neuro-Sciences
Strong brand –
left palladium
Weak brand –
left palladium
Strong brand –
right middle frontal
gyrus
Weak brand –
right cerebellum
Strong brands allow cognitive relief
Strong brand elicit more positive emotions than weak brands
Weak brand elicit negative emotions
Visualising of cortical processes allow localisation of cognitive
processes, but now practical recommendations
Exploratory stage of science
38. Dmoch/17/01/2015/Page38
Brand is anchored in the consumer’s mind
Positioning intends to establish a unique
and attractive brand image
Classical attitude research is not suitable
to emotional and less conscious processes
involved in attitude building
Relevance of items is an general problem
Open methods unveil emotional and
imagery aspects
Neuro-Science still can’t explain those
effects
Advantages of Iceberg model
–taking imagery effects into account
–validated
–predicting purchase behaviour