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Pablo Camacho
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Negocios Internacionales Mind Map on Measuring Sources of Brand Equity: Capturing Customer Mind-Set, created by Pablo Camacho on 10/11/2020.

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Pablo Camacho
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Measuring Sources of Brand Equity: Capturing Customer Mind-Set

MeasuringSources of BrandEquity:CapturingCustomerMind-SetQUALITATIVERESEARCHTECHNIQUESIdentify possible brandassociations and sourcesof brand equity.FreeAssociationsubjects are askedwhat comes to mindwhen they think ofthe brandProjective TechniquesAre diagnostic tools to uncover thetrue opinions and feelings ofconsumers when they are unwillingor otherwise unable to expressthemselves on these matters.Completion andInterpretation TasksComparison TasksArchetypesZaltman MetaphorElicitationTechniqueSubconscious motives fortheir purchasing behavior.Neural Research MethodsIs the study of how thebrain responds tomarketing stimuli,including brands.Brand Personality and ValuesIs the humancharacteristics or traitsthat consumers canattribute to a brand.The BigFive1. Sincerity(down-to-earth, honest,wholesome, and cheerful)2. Excitement (daring,spirited, imaginative, andup-to-date)3. Competence (reliable,intelligent, andsuccessful)4. Sophistication(upper class andcharming)5. Ruggedness(outdoorsy and tough)Ethnographic andExperiential MethodsEthnographic research origi- nallyused by anthropologists. Ethnographicresearch uses “thick description”based on partici- pant observation.QUANTITATIVE RESEARCHTECHNIQUESBrand AwarenessIs related to the strength of the brand in memory, asreflected by consumers’ ability to identify various brandelements like the brand name, logo, symbol, charac- ter,packaging, and slogan under different conditions.RecognitionBrand recognition requires consumers to identify thebrand under a variety of cir- cumstances and can reston the identification of any of the brand elements.RecallConsumers must retrieve the actualbrand element from memory whengiven some related probe or cue.Corrections for GuessingAny research measure mustconsider the issue of consumersmak- ing up responses or guessing.Strategic ImplicationsUnderstanding recall when we use differentlevels of product category specificity as cuesis important, because it has impli- cationsfor how consumers form consideration setsand make product decisions.Brand ImageAssociations thatconsumers hold for it.Brand ResponsesFind out how consumers combine all the more specific,lower-level considerations about the brand in their minds toform different types of brand responses and evaluations.Purchase IntentionsAre most likely to be predictive of actualpurchase when there is correspondencebetween the two in the following dimensions:Action (buying for ownuse or to give as a gift)Target (specifictype of productand brand)Context (in what type ofstore based on what pricesand other conditions)Time (within a week, month, or year)Likelihood to RecommendAccording to Reichheld, a customer’swillingness to recommend results from allaspects of a customer’s experience.Brand RelationshipsBehavioral LoyaltyProvide information about brand attitudes and usagefor Duracell, including potential gaps with competitorsand the names of other brands that might be in theconsideration set at the time of purchase.Attitudinal AttachmentSome researchers liketo character- ize it interms of brand loveSense of CommunityAlthough measuring behavioral loyalty and attitudinalattachment may require a fairly structured set of questions,both sense of community and active engagement could call formore varied measures because of their diverse set of issues.Active EngagementThe extent to which consumers are willingto invest their own personal resources—time, energy, money, and so onFournier’s BrandRelationship ResearchSusan Fournier argues that brands can and doserve as viable relationship partners, and shesuggests a reconceptualization of the notion ofbrand personality within this framework.COMPREHENSIVE MODELS OFCONSUMER-BASED BRAND EQUITYBrandDynamicsOffers a graphical model torepresent the emotional andfunctional strength ofrelationship consumers havewith a brand.Relationship to the CBBE ModelThe CBBE model synthesizes the conceptsand measures from a leading industrymodel and at the same time providesmuch additional substance and insight.PresenceRelevancePerformanceAdvantageBondingIdentityMeaningResponsesRelationshipsDouble click this nodeto edit the textClick and drag this buttonto create a new node