中国经济管理大学

《战略品牌管理》MBA导师手册（工商管理经典教材）

Chapter 9
Measuring Sources of Brand Equity: Capturing Consumer Mindset

Overview
To measure sources of brand equity, brand managers must understand two key areas: how consumers shop for and use products and services, and what consumers know, think, and feel about various brands. One of the potential complications of pursuing this knowledge is that many times consumers are unable or unwilling to access and report to researchers their true beliefs and feelings about a brand. Qualitative methods allow marketers to probe consumers either through direct questions or through tasks that indirectly reveal perceptions and attitudes. Such methods, which permit a relatively unlimited range of verbal consumer responses, include free association tasks, projective techniques, and descriptions of a brand’s personality and values, among others. Data gathered through qualitative research generally must be coded and aggregated before it is useful.

Quantitative methods, which typically use numerical rating scales or rankings, include measures of recognition, aided and unaided recall, beliefs, attitudes, intentions and behaviors toward the brand. Image measures, brand response measures such as purchase intentions, brand relationship measures such as behavioral loyalty and brand sustainability can also be employed to measure consumer attitudes. Data gathered through quantitative research can be entered directly into files and analyzed using a variety of statistical techniques.

Ultimately, the two types of research techniques enable marketers to construct “mental maps” that model consumers’ feelings, beliefs, and attitudes regarding a brand. Marketers can then employ the mental maps to make decisions about their brands and develop strategies for building brand equity.

Qualitative measures are best used to provide in-depth insight into what specific brands, products, and services mean to consumers. Quantitative measures, on the other hand, are particularly useful to obtain general information about consumers.

Finally, this chapter concludes by presenting other customer-based brand equity models designed by researchers and consultants, such as Brand Dynamics and Equity Engine.

Brand Focus 9.0 discusses Young & Rubicam’s Brand Asset Valuator (BAV). The BAV is the world’s largest database of consumer-derived information on brands. The BAV evaluates brands on four key measures, called the “Four Pillars”: differentiation, relevance, esteem, and knowledge. Also employed are a number of measures across a broad array of perceptual dimensions. The BAV provides a brand landscape by which marketers can see where their brands are located relative to other prominent brands or with respect to different markets.

Science of Branding
9-1: Understanding Consumer Memory
9-2: Understanding Categorical Brand Recall
9-3: Understanding Brand Attitudes

Branding Briefs
9-1: Digging Beneath the Surface to Understand Consumer Behavior
9-2: Focus Group Guidelines
9-3: Once Upon a Time . . . You Were What You Cooked
9-4: Finding the Good Life at Joie-de-Vivre
9-5: Making the Most of Consumer Insight
9-6: Online Market Research on the Rise
Additional Branding Briefs:
9-7: Chasing the Spirit of Imported Vodka
9-8: Branding Alliances

Discussion questions
1. Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity. Which measures work best?  Why?
 
Answers will vary.

2.  Run an experiment to see if you can replicate the Mason Haire instant coffee experiment. Do the same attributions still hold?  If not, can you replace coffee with one brand combination from another product category that would produce pronounced differences?
 
One possible category that might produce the differences of the Mason Haire experiment is over-the-counter children’s cold remedies. There may be major perceptual differences regarding parents that buy name-brand remedies, versus parents that by store brand or generic products.

3. Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker’s brand personality inventory?
1) Sincerity (Down-to-earth, honest, wholesome, and cheerful),
 2) Excitement (Daring, spirited, imaginative, and up-to-date),
 3) Competence (Reliable, intelligent, and successful),
 4) Sophistication (Upper class and charming), and
 5) Ruggedness (Outdoorsy and tough).
 
Answers will vary. The truck category is one in which many of the brands might possess high ratings in many of the above indices and have distinct personalities.
 
4. Pick a brand. How would you best profile consumers' brand knowledge structures?  How would you use quantitative measures?
 
Answers will vary.

5.  Think of your brand relationships. Can you find examples of brands that fit into Fournier’s different categories?
 Answers will vary.
Exercises and assignments
1. Ask students to conduct a modern-day version of the shopping cart experiment described in Branding Brief 9-3: Once Upon a Time . . . You Were What You Cooked. Update the list and choose a focal product to vary across two versions. For example:
  1 whole roasting chicken   1 whole roasting chicken
  1 package Thomas English muffins  1 package Thomas English muffins
  4 ears fresh corn    4 ears fresh corn
  Jar of Grey Poupon mustard   Jar of Kraft mustard
  Breyer’s vanilla bean ice cream   Breyer’s vanilla bean ice cream
  2 onions     2 onions
How could the managers of the focal brands use the results in their marketing planning?

2. Tell students to conduct a focus group, using other students as participants, to gain insights about attitudes, feelings and behaviors toward the school or program in which they all are currently enrolled. What implications do the findings have for marketing strategy?  (Can be related to Branding Brief 9-6: Focus Group Guidelines)

3. Have students conduct research on a pair of brands using the eight steps included in Branding Brief 9-7 below: Chasing the Spirit of Imported Vodka. Summarize the overall findings, discuss the implications for strategy of the results, and identify the techniques that worked best at revealing differences between the brands.

Key take-away points
1.  In general, measuring sources of brand equity requires knowing how consumers shop for and use products and services, and what consumers know, think, and feel about brands.
2.  Since the sources of equity reside in the consumers’ associations, attitudes, etc. toward the brand, measuring equity requires consumer-focused research.
3.  Consumer knowledge towards a brand may be uncovered using either quantitative or qualitative methods, often in combination.
4.  Qualitative measures are best for capturing specific consumer insights about brands, products, and services, while quantitative insights can be employed for more generalizable information.

Branding Brief 9-7
Chasing the Spirit of Imported Vodka

Young & Rubicam ad agency conducted an in-depth eight step examination of the two leading imported vodkas, Absolut and Stolichnaya ("Stoli").  The research involved the following eight steps:
1) A list of approximately 40 traits were written on pieces of cardboard.  Consumers were asked to put each trait in one of four piles according to which brand they associated with the given trait: Stoli, Absolut, neither, or both. 
2) Consumers were given a stack of pictures of people culled from various magazines.  Consumers then placed them into one of three piles depending on how well they associated the person with the brand — Stoli, Absolut, or neither. 
3) Consumers completed a bubble exercise where they were given pictures of people with bubbles indicating their words and asked, "Imagine one of the people from the Absolut pile ran into the person in the Stoli pile.  Write down in the bubbles what they would say to each other." 
4) Consumers were asked the best and worst thing about each brand. 
5) Consumers described the bottles of each brand in an open-ended fashion and then were asked several specific follow-up questions:  "If you had to make a judgment about the bottle — without knowing anything about its contents, what would you think?" and "What do you think about the label?" 
6) Consumers were asked, "Imagine the Absolut and Stoli bottles were talking to each other, what would they say?" 
7) Consumers were asked what they associated with the countries of origin for the brands — Sweden and Russia. 
8) Consumers were asked, "If the bottles became a person, how would you see them -- what kind of cars would they drive, clothes would they wear, how old would they be, what gender, etc."

The study findings indicated that the Absolut brand personality was seen as "cool" and "stylish."  To a large extent these associations came from the user imagery of Absolut drinkers as young, hip people but lots of imagery came from the stylish, contemporary look of the bottle and advertising itself.  Stoli, on the other hand, was seen as "older" and more "traditional." 
branding Brief 9-8
Branding appliances

To illustrate how branding principles may apply to durable goods, consider research by Whirlpool who conducted a study of appliances to identify the personalities of Whirlpool's corporate brands and those of competitors.  A series of research approaches were employed in the study.  First, consumers in focus groups cut out pictures to show what the brand would look like as a person, explaining to a facilitator their beliefs and feelings about each brand.  Next, another group of consumers completed four different tasks:  1) A 70-item adjective check list to describe each brand; 2) classification of brands as masculine or feminine; 3) comparison of brands to types of work, music, hobbies and reading material; and 4) comparison of brands to eras ('30s to the '90s).

The findings indicated that significantly distinct branding personalities prevailed even in the appliance category.  For example, although Whirlpool and its high-end KitchenAid brand were both seen as "feminine" brands, very different profiles emerged.
Whirlpool was described as gentle, sensitive, quiet, good-natured, flexible, modern, cheerful, and creative.  Personified, the brand was seen as a modern, family oriented woman who lived the best of suburban life.  She would be a good friend and neighbor, action-oriented and successful, attractive and fashionable, but not flashy.  Whirlpool was associated with jazz and rock music, sailing and the 70's.
KitchenAid was described as sophisticated, glamorous, wealthy, elegant, fashionable, and innovative.  Personified, the brand was seen as a modern professional woman who was competent, aggressive, and smart and who worked hard to get the better things in life.  KitchenAid was associated with classical music and theater, sailing, jazz, and science and the 80's and 90's.
In terms of implications, the personality traits give product designers and marketers some direction and focus.  Consequently, the brand can be established more forcefully in all communications and be more effectively differentiated in product design.  For Whirlpool, the feminine perception suggested possible colors and styles of appliances and resulted in the use of female announcers for the commercial voice-overs!

中国经济管理大学

《战略品牌管理》MBA导师手册（工商管理经典教材）

第9章
测量品牌资产的来源：捕捉消费者心态

概述
为了测量品牌资产的来源，品牌经理必须了解两个关键领域：消费者如何购买和使用的产品和服务，消费者所认知，思考和感觉的各种品牌。这对追求知识的潜在的并发症之一是消费者多次无法或不愿进入的研究人员，并报告自己的真实信念和一个品牌的感情。定性方法允许营销人员通过直接探测到的问题或任务，间接揭示观念和态度的消费者。这种方法，允许口头消费者反应相对无限的范围，包括自由结社的任务，投影技术，一个品牌的个性和价值观等，说明。通过收集的数据通常必须被编码定性研究和汇总，然后它是有用的。

定量的方法，通常利用数值评定量表或排名，包括识别，资助及外援记得，信念，态度，意图和对品牌行为的措施。形象的措施，例如购买意向品牌的应对措施，如行为忠诚度和品牌的可持续性品牌关系的措施也可以被用来衡量消费者的态度。通过定量研究收集的数据可以输入到文件中直接使用的统计分析技术等。

最终，研究技术的两种类型使营销人员，构建“心理地图”这种模式消费者的感情，信仰和态度对于一个品牌。营销人员可以使用地图的精神，使他们的品牌决策，发展为建立品牌资产的战略。

定性的措施是最好的用于提供到什么具体的品牌，产品和服务的意思是消费者的深入了解。定量措施，另一方面，他们特别有用，以获取有关消费者的一般资料。

最后，本章结论中提出的其他客户为基础的品牌权益的研究人员和顾问，如品牌动态和公平发动机，设计模型。

9.0品牌集中讨论扬•罗必凯的品牌资产评估师（包头）。在包头是世界上最大的消费推导出品牌信息数据库。在包头评估品牌的四个关键措施，被称为“四大支柱”：差异，相关性，尊重和知识。还雇用是一种跨越一系列广泛的感性层面的措施。包头提供了崭新的景观，其中营销人员可以看到他们的品牌在位于相对于其他知名品牌，或就不同的市场。

科学的品牌
9-1：了解消费者的记忆
9-2：理解的范畴品牌回想
9-3：理解品牌态度

品牌简介
9-1：在表面之下挖掘，了解消费者行为
9-2：专题小组指引
9-3：黄飞鸿。 。 。你是你做什么
9-4：寻找良好的生活在欢欣高尔夫俱乐部，去生活乐趣
9-5：使大多数的消费者洞察
9-6：在线市场研究上的崛起
其他品牌简介：
9-7：追寻精神进口伏特加
9-8：品牌联盟

讨论的问题
1。选择一个品牌。采用投影技术，试图找出其品牌资产的来源。哪些措施发挥最大作用？为什么呢？

答案会有不同。

2。运行一个实验，看看是否可以复制梅森海尔速溶咖啡实验。做同样的归属仍持有？如果没有，你可以用另一个替换产品类别，会产生明显差异的品牌组合咖啡吗？

一个可能的类别，可能产生的梅森海尔实验的差异是在非处方儿童感冒药。有可能成为主要的感性方面存在分歧的父母，买名牌的补救措施，还是到品牌专卖店或非专利产品的父母。

3。选择一个产品类别。你能在个人资料类别的领导品牌的品牌个性使用艾克的品牌个性库存？
1）诚信（扎实，诚实，健康，开朗）
2）兴奋（大胆，奔放，富有想象力，最多最新的），
3）能力（可靠，聪明，成功），
4）讲究，（上层阶级和迷人的），以及
5）坚固（户外活动和强硬）。

答案会有不同。卡车类是在其中的品牌很多人可能具备上述指数许多高收视率，具有鲜明的个性。
 
4。选择一个品牌。你会如何最好的个人资料的消费者品牌知识结构？你会如何运用定量措施？

答案会有不同。

5。想想你的品牌关系。你能找到品牌的例子，到Fournier的不同类别合适？
答案会有不同。
练习和作业
1。要求学生进行的购物车在品牌简介9-3描述实验现代版：黄飞鸿。 。 。你是什么你做的。更新清单，并选择一个协调产品各不相同的两个版本。例如：
一整鸡烧烤烤全鸡1
托马斯英国松饼1包1包托马斯英国松饼
4耳鲜食玉米4耳鲜玉米
灰色Poupon罐卡夫芥末罐芥末
布雷尔的香草豆冰淇淋布雷尔的香草豆冰淇淋
2个洋葱2个洋葱
怎么能重点品牌的管理人员使用的营销策划的结果？

2。告诉学生进行焦点团体，其他学生作为参与者，以获得有关态度，情感和对学校或课程行为的见解，他们都是在目前就读。做的结果是什么含义的营销策略呢？ （可与品牌简介9-6：专题小组准则）

3。让学生进行了使用双品牌的八个步骤，包括在品牌研究9-7简介如下：追寻进口伏特加精神。总结的整体结果，讨论结果战略的影响，并确定技术，曾在揭示不同品牌之间的最好的。

重点外卖点
1。一般而言，测量品牌资产的来源，需要了解消费者如何购买和使用的产品和服务，消费者所认知，思考和对品牌的感觉。
2。由于股票的来源驻留在消费者协会，态度，对品牌等，计量公平性要求消费者为重点的研究。
3。消费者对品牌的知识可能被发现使用或者定量或定性的方法，往往结合。
4。定性措施是最好的捕捉有关品牌，产品和服务的特定消费者洞察，而定量的见解可用于更普及应用资讯就业。

品牌创建简介9-7
追逐进口伏特加精神

扬•罗必凯广告公司进行了两个主要的进口伏特加深入八步检查，绝对伏特加和Stolichnaya（“Stoli”）。这项研究涉及以下八个步骤：
1）约40性状的观察名单写在纸板件。消费者被要求摆在每一个四桩性状，根据该品牌，他们与特定性状有关：Stoli，绝对伏特加，都不是，或者两者兼而有之。
2）消费者给予一叠来自不同人的照片杂志宰杀。消费者然后放入三个桩一以及他们如何与品牌相关的人视他们 - Stoli，绝对伏特加，或两者都不是。
3）消费者运动完成了泡沫，他们均给予说明他们的话的人的照片气泡，问道：“想象一下，从绝对伏特加一堆人一进人跑了Stoli桩。写在泡沫下，他们会说什么到对方。“
4）消费者被问及有关每个品牌的最好和最坏的东西。
5）消费者介绍了每一个不限成员名额时装品牌的瓶子，然后被问一些具体的后续问题：“如果你不得不作出一个关于瓶子判断 - 不知道任何有关它的内容，你会怎么想？ “和“你怎么想的标签？”
6）消费者被问及，“想象的Absolut和Stoli瓶互相交谈，他们会怎么说？”
7）消费者被问及他们与品牌相关的原籍国 - 瑞典和俄罗斯。
8），消费者问：“如果瓶子成为一个人，你会怎么看他们 - 什么样的汽车将他们开车，他们会穿衣服，他们会是多大年纪，什么性别，等等”

研究结果表明，绝对伏特加品牌个性被认为是“酷”，看到“时尚”。在很大程度上来自于这些协会作为年轻，时尚人，但大量的Absolut饮酒者的图像用户图像从时尚，现代的外观和广告本身的瓶子来。 Stoli，另一方面，被视为“老”，更“传统”。
 
品牌创建简介9-8
品牌创建用具

为了说明如何品牌化原则可以适用于耐用品，考虑惠而浦家电谁进行了研究，以确定惠而浦的企业品牌个性和竞争对手的研究。一系列的研究方法是采用了这项研究。首先，在焦点团体消费者减少了图片显示什么样子的品牌将作为一个人，解释了他们的信念和促进各品牌的感情。接着，另一组完成了四个不同消费者的任务：1）70项检查表形容词来描述每一个品牌; 2）分类为男性或女性品牌; 3）品牌相比，工作，音乐，爱好和类型的阅读材料及4）比较品牌时代（20世纪30年代到90年代）。

研究结果表明，不同的品牌个性明显占了上风，甚至在产品类别。例如，虽然惠而浦和其高端的KitchenAid品牌都被视为“女性”的品牌，出现了非常不同的配置文件。
惠而浦被形容为温柔，敏感，安静，善良的，灵活的，现代的，开朗，富有创造性。拟人化，品牌被视为一个现代的，面向家庭的女人谁住郊区的一生中最好的。她会成为一个好朋友，好邻居，以行动为导向，成功的，有吸引力和时尚，而不是华而不实。惠而浦是与爵士音乐和摇滚音乐，帆船和70年代。
被形容为成熟的KitchenAid，迷人，富有，优雅，时尚，创新。拟人化，品牌被看作是现代职业女性谁是合格的，积极进取，聪明又有谁在努力让生活更美好的东西。的KitchenAid伴随着古典音乐和戏剧，帆船，爵士乐，科学及80年代和90年代。
在影响方面，人格特质给产品设计师和营销的一些方向和重点。因此，品牌可以建立更有力的所有通信，并更有效地在产品设计上有区别。为惠而浦，女性知觉建议可能的颜色和款式的电器，在女播音员为商业配音的使用造成！