Measuring sources of brand equity: Capturing mindset


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Projective Techniques

Diagnostic tools to uncover true opinions & feelings of consumers when they are unwilling/ unable to express themselves
Completion and Interpretation Tasks:
“Fill in the Bubble” approach for analysis.
Comparison Tasks: Consumers convey their impressions by comparing brands to people, countries,animals, activities etc.
Diagnostic tools to uncover true opinions & feelings of consumers when they are unwilling/ unable to express themselves
Completion and Interpretation Tasks:
“Fill in the Bubble” approach for analysis.
Comparison Tasks: Consumers convey their impressions by comparing brands to people, countries,animals, activities etc.

Brand Personality and Values


Solicit open-ended responses to questions linking the brand to persons, animals & objects.
A research project conducted in the U.S. reflected the following “Big 5” factors of brand personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

Awareness

Strength of the brand in memory & consumers’ ability to identify various brand elements.
Recognition: consumers’ ability to identify the brand under different circumstances
Recall
‘Unaided recall’ -identification with minimal cues.
‘Aided recall’ uses various cues to assist recall.

Brand Responses

Higher level considerations -judgments and feelings & combination with lower-level considerations
Purchase Intentions:
Action - Buying for own use or as gift
Target - Specific product or brand
Context - Type of store based on prices
Time - Within week/month/year

Brand Extension - Conclusions

Parent brand has favorable associations
Perception fit between the parent brand and the extension product.
High-quality brands stretch farther than average-quality brands
Brand that is seen as prototypical of a product category can be difficult to extend outside the category
Emphasizes information about the extension, rather than reminders about the parent brand.