Measuring the sources of brand equity.
The use of social media platforms and websites to promote a product or service. (Wikipedia)
Refers to techniques that target social networks and applications to spread brand awareness or promote particular products. (Techopedia)
3. Qualitative Research
Techniques .
Free Associations
Project Techniques
ZMET
Neural Research Methods
Brand Personality and Value
Ethnographic and Experiential
Methods
4. Free Associations
This is the most simplest and often the
most powerful way to profile brand
associations.
Identify the range of possible brand
associations in consumer’s minds.
What comes to mind when they think of
brand?
Can provide some rough indication of the
relative strength, favorability and
uniqueness of brand associations.
5. 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
product ?
How different from other brands ?
In what ways is it the same ?
6. Project 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
Consumers might feel that it would be
socially unacceptable to express their
true feelings.
8. Zaltman Metaphor Elicitation
Technique (ZEMT)
Uncovers hidden thoughts and
feelings which can be expressed using
metaphors.
Elicits interconnected constructs that
influence thought and behavior.
Construct an abstraction to capture
common ideas or themes expressed
by customers
Metaphor represents thoughts thar are
tacit, implicit and unspoken.
9. Neural Research Methods
Neuromarketing : Study of how the
brain responds to marketing stimuli,
including brands.
Research indicates that consumer
buying decision is a unconscious
habitual process.
10. Brand Personality and Value
Brand personality is an human
characteristics or traits that consumers
can attribute to a brand.
Scale used to measure
1. Sincerity
2. Excitement
3. Competence
4. Sophistication
5. ruggedness
11. Ethnographic and Experiential
Methods
Extract and interpret the deep cultural
meaning of events and activities.
Tapping more directly into their actual
home, work, or shopping behaviors,
researchers might be able to elicit
more meaningful responses from
consumers.
12. Disadvantages
Small sample size may not
necessarily generalize to broader
populations.
Due to qualitative nature, data is open
varied interpretations.
14. Brand Awareness
Strength of the brand in memory &
consumers” ability to identify various
brand elements.
Recognition
Recall
Correction for guessing
Strategic Implications
15. Recognition: Consumers” ability to
identify the brand under different
circumstances.
Recall : Ability of consumers to retrieve
the actual brand elements from memory.
Correction for guessing : Any
research measure must consider the
issue of consumers making up
responses.
Strategic Implications : Identify cues
necessary for consumers to retrieve the
brand from memory.
16. Brand Image
Associations that consumers hold for a
brand.
Ask open ended question to tap into the
strength , favorability and uniqueness of
brand associations.
It use to make a difference between
lower level (performance and imagery)
and high level considerations
(judgments and feelings).
17. Brand Response
Purchase intentions
• Action (own use or gift)
• Target (specific type of product and
brand)
• Context (price, store and other
conditions)
• Time (week, month or year)
18. Brand Relationship
Behavioral Loyalty
Brand substitutability
Attitudinal attachment
Sense of community
Active engagement