Brand Equity Measurement System

Lecture # 9 M. Imran Akram

Brand Equity Measurement System

A set of research procedures that is designed to provide

timely, accurate, and actionable information

for marketers so that they can make the best possible

tactical decisions in the short run & strategic decisions in the long run
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Designing Brand Tracking Studies

Tracking studies involve information collected from consumers on a routine basis over time

Provide descriptive and diagnostic information

Health of brand and its equity so the marketer can make adjustments if necessary

What to Track

Customize tracking surveys to address the specific issues faced by the brand Product-brand tracking

Brand Awareness Brand Image -Brand Associations Strong, Favorable & Unique Associations & Others

Corporate or family brand tracking

Brand is identified with multiple products

Global tracking
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How to Conduct Tracking Studies

Whom to track (target market)

Current Customers

Your Loyal Customers Heavy & light users

Competitor Loyal customers Non Users Switchers Product category Users (Potential) Channel Members (Retailers) Sales People
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b) When and where to track (how frequently)

Durable goods
Marketing activity Stable & Enduring Associations Marketing of brand does not appreciably change over time Mature market Emerging markets
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How to Conduct Tracking Studies

How to interpret brand tracking

Measuring Sources of Brand Equity

Understand Current & Desired Brand Knowledge structures of consumer is vital for

..effectively building and managing brand equity,

Marketer would be able to construct detailed Mental maps of Consumer

Exactly what exists in the minds of consumer concerning brands

Thoughts Feelings Perceptions Image Belief & Attitude towards different brands
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Measuring ..

Quantitative Research Techniques

..Employs various types of scale question from which researcher can draw;

..Numerical Representations ..Summaries

.Can Help to better access the

Depth and breadth of brand awareness Strength, favorability and uniqueness of brand associations The valence of brand judgments and feelings Extent and nature of brand relationships
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Brand Tracking StudyResearch Proposal

Research objectives
Purpose The purpose of this study is to find out the sources of brand equity, awareness, image and association of the brand ___. Background/ History of Brand

2.

Proposed Type of Research to meet the given objective

Quantitative &/ Qualitative research Target Population Geographical Coverage Sample Size

3.

Detailed Scope of Work

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Research Proposal

Information Sought Top of the Mind Brand awareness

Unaided Recall Aided Recall

Brand Recognition Belief Strong Associations Unique Associations Brand Elements Secondary Brand associations Brand attitude Brand image Brand associations Brand loyalty

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Research Proposal
4.

Methodology
Sample Selection Instruments

Questionnaire Interviews Focus Group Discussion

Field Work Method

5.

Time Frame
Duration Tentative Starting Date Tentative Ending Date
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Types of Questions

Close Ended Questions Dichotmous

A question with two possible answers

Yes / No True / False A question with three or more answers

Multiple Choice

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Close Ended Questions

Likert Scale

A statement with which the respondent shows the amount of agreement / disagreement Strongly agree 1 Agree 2 Neither Agree nor disagree 3 Agree 4 Strongly Agree 5

Importance Scale

A scale that rates the importance of some attribute Extremely Important 1 Very Important 2 Not Very Important 3 Somewhat important 4 Not at all important 5

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Close Ended Question

Rating Scale A scale that rates some attribute from poor to excellent

Excellent 1 Very Good 2 Good 3 Fair 4 Poor 5 Definitely buy 1 Probably buy 2 Not sure 3 Probably not buy 4 Definitely not buy 5
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Intention to buy scale

Open Ended Questions

Completely Unstructured

A question that respondents can answer in an almost unlimited number of ways..

Word Association

Story Completion

Report Output

Coding Table
Nos %

Graphical Representation
Pie Chart Bar Chart

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Project Report

Table of Contents Executive Summary Findings

Table (%) Graphic form

Conclusions Recommendations Annexure

Original Empty Questionnaire Research Proposal Times New Roman 12 Font 1.5 Space Justified

Report Format

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Brand Awareness

is related to strength of the brand in memory as reflected by consumers ability to identity various brand elements.. under different conditions Recognition

Ability of consumers to identify the brand (and its elements) under a variety of circumstances Ask Questions brand is seen or heard
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Recognition
1.

Missing Letters
Less than full information

K_ D_K G_LL_T_ _ N_ K_

2.

Yes or No tasks
Percentage
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Recall

Ability of consumers to retrieve the actual brand elements from memory when given some related probe or cue.

Unaided recall

On the basis of ALL BRAND provided as a CUE

..is likely to identify only the very Strongest Brands.

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Recall

Aided recall

Using various types of cues to help consumer to recall; NARROW CUES

Product class Product category Product Type Product attribute Purchase and consumption Decisions such as;

Different times and places

Strategic implications- Aided Recall

Recall:
When I say ______, what brands come to mind? Measures: Percentage 1st, top 3, any mention.
Would you like to tell us the names of soaps that you know?
(Please write the number 1, 2, 3 . exactly according to the recall of the respondent)

No. Safe Guard

No. Life Buoy Gold

Lux Camay Nova Body Guard

Rexona Liril Life Buoy Others

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Aided Recall
Could you tell me the name of any soap, which is related with germs?

Safe Guard Life Buoy Gold Dettol Soap Do Not Remember

Children Animations Pakistan Medical Association Doctors Choice School Cleanliness

Recognition

Recognition: Are you familiar with ___? (Yes/No) Or Did you know the brand Safe Guard? Yes No

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Brand Image

As reflected by the associations that consumers hold toward the brand Lower Level Considerations

1.

Consumer perceptions of specific performance Imagery attributes and benefits

2.

Higher Level Considerations

Lower Level Considerations

Belief Associations can be assessed- by any or all key dimensions

Strength, favorability and uniqueness

Multiple Choice Likert Scale Importance Scale Rating Scale

Strong Associations

What comes to your mind when you think of the ________ brand? What are the strongest associations you have to the brand

Favorable

What is good about the brand ? What do you like about the brand? What is bad about the brand? What do you dislike about the brand

Uniqueness

What is unique about the brand? How is it different from other brands? In what ways is it 28 the same?

Lower Level Considerations

Measure any potentially relevant association

Performance related attributes and benefits

Primary Characteristics and supplementary features Product reliability and durability Service Effectiveness, efficiency and empathy Style and design Price

Imagery related attributes

User Profile Purchase and Usage Imagery Brand Personality History, Experience etc
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Lower Level Considerations

Secondary Brand Association

Company Name Country of Origin Co-Branding Celebrity Endorser Third Party Sources

Promotions

Ads remember
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Higher Level Considerations

Measuring 1. Brand Responses Purchase Intentions

Likely -- Predictive of Actual Purchase

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)

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Higher Level Considerations

Brand Relationships
Brand Resonance

a)

Behavioral loyalty
Past purchase history / Intended future purchase Which brand of ____ you usually buy Which brand of ____ you buy last time Which brand of __ did you consider buying Which brand ___ you will buy next time
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Brand Relationships
b)

Brand Substitutability
Key Source of Brand Equity
Which brand did you buy last time? If the brand had not been available what would you have done

Waited, Gone to another store, Bought another brand

And if another brand which one ?

Qualitative Research Techniques

Are relatively unstructured measurement approaches whereby a range of possible consumer responses.

1.

Free association
Target Market

What comes to mind when they think of the brand without any more specific probe or cue

Marketer use free association tasks mainly to;

.. May also provide some rough indication of the relative

strength, favorability, and uniqueness of brand associations

Qualitative Research Techniques

Free association
Strength,

Order of elicitation- early or late

Follow up Questions

Favorable

Uniqueness
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2. Projective Techniques

are diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters

a)

Completion and interpretation tasks

Cartoon or photos in the scenes Ask to complete & explain the situation on a paper

User and Usage Imagery

Probe questions (Use after initial response)

Whats happening here? Who are these people? What type book are they reading? What time is it? Where are they? Where was the book purchased?

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Projective Techniques
b)

Comparison tasks
Ask consumer to convey their impressions by comparing brands to;

people, countries, Animals Activities Fabrics Occupations Cars Magazines Vegetables Nationalities

These responses indicate brand imagery/associations.

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3. Brand Personality and Values

.. refers to the human characteristics or traits that can be attributed to a brand.

Imagine that the Pepsi come alive as a person.

Probe questions

What would be like Is it a man or a woman? Does it matter? How is. dressed up? What is . occupation? What are .. interests, hobbies? Where it . Would like Is friendly, open, interesting, smart, etc.?

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Brand Personality and Values

The Big Five

Sincerity (down-to-earth, wholesome, and cheerful) Excitement (daring, spirited, imaginative, and upto-date) Competence (reliable, intelligent, and successful) Sophistication (upper class and charming) Ruggedness (outdoorsy and tough)

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Experiential Methods

Research consumers in their natural environment.

..By tapping more directly into their actual home, work, or shopping behaviors,

How people communicate and interact in different real life situations

.. be able to elicit more meaningful responses from consumers.

Thank You

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