CHAPTER: 9

MEASURING SOURCES OF
BRAND EQUITY: CAPTURING
CUSTOMER MINDSET

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Learning Objectives
Describe effective qualitative research techniques
for tapping into consumer brand knowledge
Identify effective quantitative research techniques
for measuring brand awareness, image, responses,
and relationships
Profile and contrast some popular brand equity
models

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Qualitative Research Techniques

Free Associations Projective

Techniques

Zaltman
Metaphor Neural Research
Elicitation Method
Technique (ZMET)

Brand Personality Ethnographic and

and Value Experiential
Methods

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Free Associations
Powerful way to profile brand associations
Without any specific probe, consumers narrate:
What comes to their mind when they think about the
brand or the associated product category
Help form a rough mental map for the brand
Indicate the relative strength, favorability, and
uniqueness of brand associations

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Projective Techniques
Diagnostic tools to uncover the true opinions and
feelings of consumers when:
They are unwilling or unable to express themselves
Present consumers with ambiguous stimulus and ask
them to make sense of it

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Types of Projective Techniques

Completion and
Interpretation Tasks

Comparisons Task

Archetypes

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Zaltman Metaphor Elicitation Technique
(ZMET)
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
Definingone thing in terms of other
Represents thoughts that are tacit, implicit, and
unspoken
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Figure 9.3 - Application of ZMET to
Intimate Apparel Market

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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

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Brand Personality and Values
Brand personality - Human characteristics or traits
that consumers can attribute to a brand
The big five- Brand personality scale used to
measure:
Sincerity

Excitement

Competence

Sophistication

Ruggedness

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Figure 9.4- Brand Personality Scale
Measures

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Ethnographic and Experiential Methods

Use thick description based on participant

observation
Extract and interpret the deep cultural meaning of
events and activities

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To Sum up...
Qualitative research techniques ascertain consumer
perceptions that are difficult to uncover
Disadvantages
Small sample size may not necessarily generalize to
broader populations
Due to qualitative nature, data is open to varied
interpretations

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Quantitative Research Techniques

Brand Awareness

Brand Image

Brand Responses

Brand Relationships
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Brand Awareness
Recognition
Recall
Corrections for guessing
Strategic implications
Yields insight into how brand knowledge is organized in
memory
Identifies cues or reminders necessary for consumers to
retrieve the brand from memory

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Brand Image
Associations that consumers hold for a brand
Useful for marketers to make a distinction between:
Lower-level considerations(performance and imagery)
and higher-level considerations (judgements and
feelings)
Beliefs: Descriptive thoughts that a person holds
about something
Multidimensional scaling

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Figure 9.8- Hypothetical Restaurant
Perceptual Map

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Brand Responses

Purchase Intentions

Likelihood to
Recommend

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Brand Relationships
Characterized in terms of brand resonance and
measures for following key dimensions
Behavioral loyalty
Attitudinal attachment

Sense of community

Active engagement

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Brand Relationships

Behavioral Attitudinal
Loyalty Attachment

Sense of Active
Community Engagement

Fourniers Brand
Relationship
Research

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Comprehensive Models of Consumer-
Based Brand Equity
BrandDynamics
Bonding

Advantage

Performance

Relevance

Presence

Relationship to the CBBE model

Five sequenced stages of Millward Browns
BrandDynamics model to the four ascending steps of
the CBBE model
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Figure 9.12- Brand Dynamics
from Millward Brown

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Figure 9.13- Summary of Qualitative and
Quantitative Measure

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