How to measure brand positioning 20110126
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This presentation describes the market Research methods how to evaluate brand positioning
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How to measure brand positioning 20110126
- 1. Thomas Dmoch How to measure Brand Positioning?
- 2. Dmoch/17/01/2015/Page2 Table of Content Definitions –Brand –Positioning Measurement of Brand Positioning Summary
- 3. Dmoch/17/01/2015/Page3 Definitions DEFINITIONS MEASUREMENT OF BRAND POSITIONING SUMMARY
- 4. Dmoch/17/01/2015/Page4 Market Situation High competition Saturated markets Exchangeability 0% 50% 100% Soap Cola Chips Soups Credit cards Coffee TV-sets PC Beer Airlines Image important Source: BBDO, 2009
- 6. Dmoch/17/01/2015/Page6 green sails Music “Sail away” Sailing ship TV-commercial tough guys, nice girls Sailing crew international German origin adventure quality exclusive silver letters Premium red label green bottle Karlskrone cheap green label Plastic bottle A Brand is anchored in the Consumer’s Mind Pilsner Beer typical bottle white head carbonated fresh malty amber dry bitter traditional pure typical glass Bottom-fermented relaxing friends community After work party Aldi BECK‘S Joe Cocker Category
- 7. Dmoch/17/01/2015/Page7 Positioning: Definition All measures aimed on influencing the consumer’s perception of a product or service so that it is attractive to the consumer differentiated to competing offers and thus is preferred to those offers.
- 9. Dmoch/17/01/2015/Page9 Positioning Analysis Awareness Attitude Continuous controlling Consumer motives Deeper insights Positioning Strategy
- 10. Dmoch/17/01/2015/Page10 Methods of Brand Positioning Measurement DEFINITION MEASUREMENT OF BRAND POSITIONING SUMMARY
- 11. Dmoch/17/01/2015/Page11 What are we going to measure? High involvement Stimulus low involvement Emotional processesCognitive processes Attitude Behaviour Purchase Intention
- 12. Dmoch/17/01/2015/Page12 What are we going to measure? High involvement Stimulus low involvement Emotional processesCognitive processes Attitude Behaviour Purchase Intention
- 13. Dmoch/17/01/2015/Page13 What are we going to measure? High involvement Stimulus low involvement Emotional processesCognitive processes Attitude Behaviour Purchase Intention
- 14. Dmoch/17/01/2015/Page14 What are we going to measure? High Involvement Stimulus Low Involvement Emotional ProcessesCognitive Processes Behaviour Purchase Intention Attitude
- 15. Dmoch/17/01/2015/Page15 Methods: Overview Attitude Rational approach Qualitative approach Uni- dimensional Multi- dimensional ThrustoneLlkert OsgoodGuttman Multiattribute Models Decomposing Models Composing Models Fishbein WeinbergTrommsdorff Associative Networks Mental Images Neuro- Science
- 16. Dmoch/17/01/2015/Page16 Methods: Likert-Scale Attitude Rational approach Qualitative approach Uni- dimensional Multi- dimensional ThrustoneLikert OsgoodGuttman Multiattribute Models Decomposing Models Composing Models Fishbein WeinbergTrommsdorff Associative Networks Mental Images Neuro- Science This beer tastes good. Agree strongly Agree Indifferent Disagree stronglyDisagree 2 1 0 -2-1
- 17. Dmoch/17/01/2015/Page17 Methods: Osgood‘s Semantic Differential Attitude Rational approach Qualitative approach Uni- dimensional Multi- dimensional ThrustoneLlkert OsgoodGuttman Multiattribute Models Decomposing Models Composing Models Fishbein WeinbergTrommsdorff Associative Networks Mental Images Neuro- Science 2 1 0 -2-1 Hot Fast Good Powerful Sweet Noisy Nice Strong Big cold slow bad powerless sour quiet awful weak little
- 19. Dmoch/17/01/2015/Page19 Methods: Osgood‘s Semantic Differential Attitude Rational approach Qualitative approach Uni- dimensional Multi- dimensional ThrustoneLlkert OsgoodGuttman Multiattribute Models Decomposing Models Composing Models Fishbein WeinbergTrommsdorff Associative Networks Mental Images Neuro- Science 2 1 0 -2-1 Hot Fast Good Powerful Sweet Noisy Nice Strong Big cold slow bad powerless sour quiet awful weak little
- 20. Dmoch/17/01/2015/Page20 Uni- dimensional ThrustoneLlkert Attitude Rational approach Qualitative approach Multi- dimensional OsgoodGuttman Multiattribute Models Decomposing Models Composing Models Fishbein WeinbergTrommsdorff Associative networks Mental images Neuro-Sciences Methods: Composing Models – Factor Analysis Step 2: Aggregation via Factor Analysis International Good taste bitterness Step 3: Mapping Good tasteInternational Bitterness Ideal Step 1: Evaluation via attribute scales Bitter beer Fresh Pure High quality Pleasure Good taste International Multicultural Ideal
- 21. Dmoch/17/01/2015/Page21 Attitude Rational approach Qualitative approach Uni- dimensional Multi- dimensional ThrustoneLlkert OsgoodGuttman Multiattribute Models Decomposing Models Composing Models Fishbein WeinbergTrommsdorff Associative networks Mental images Neuro-Sciences Methods: Decomposing Models - MDS Step 2: Naming of underlying dimensions by researcher Step 3: Mapping of dimensionsStep 1: Assessment of differences > > > Good tasteInternational Bitterness Ideal
- 22. Dmoch/17/01/2015/Page22 Structural Analysis of Competitive Images (WISA) 2. Dimension Brand A 1. Dimension Brand A 2. Dimension Brand B 1. Dimension Brand B 3. Dimension Brand B Purchase intention Brand B Purchase intention Brand A
- 23. Dmoch/17/01/2015/Page23 Structural Analysis of Competitive Images (WISA) First Choice Other Brands Available-Set Awareness-Set Unawareness-Set Consideration-Set Inert-Set Reject-Set
- 24. Dmoch/17/01/2015/Page24 Structural Analysis of Competitive Images (WISA) First Choice Other Brands Available-Set Awareness-Set Unawareness-Set Consideration-Set Inert-Set Reject-Set Beck’s N=263 Jever N=186 N=114 Beck’s N=263 Karlskrone N=201 N=23
- 25. Dmoch/17/01/2015/Page25 Structural Analysis of Competitive Images (WISA) Purchase Intention – Beck’s Good taste Beck’s Good taste Jever Virility Beck’s Not via Image explained variance: 79% Purchase Intention – Jever Not via Image explained variance: 76% 21% 24%
- 26. Dmoch/17/01/2015/Page26 Why qualitative approach? Young Fresh Natural Bitter German viril pure Beck’s Relevant to individual #1, but not checked Not relevant to individual #2, however checked Unilateral relations Multilateral relations Green sails Music “Sail away” Sailing ship TV-commercial Tough guys, nice girls Sailing crew International German origin Adventure Quality Exclusive Silver letters Premium Red label Green bottle Joe Cocker Beck’s
- 27. Dmoch/17/01/2015/Page27 Low Involvement Attitude Building High involvement Stimulus low involvement Emotional processesCognitive processes Attitude Behaviour Purchase Intention
- 28. Dmoch/17/01/2015/Page28 Green sails Music “Sail away” Sailing ship TV-commercial Tough guys, nice girls Sailing crew International German origin Adventure Quality Exclusive Silver letters Premium Red label Green bottle Open Assessment of the Brand’s Position Joe Cocker Beach Calm music Lighthouse TV-commercial Viril guys Northern Germany Peaceful German origin Natural Quality Exclusive Silver letters Premium Golden label Green bottle Relaxed JEVER Seaside Island Authentic Beck’s
- 29. Dmoch/17/01/2015/Page29 Green sails Music “Sail away” Sailing ship TV-commercial Tough guys, nice girls Sailing crew International German origin Adventure Quality Exclusive Silver letters Premium Red label Green bottle Unique Position Joe Cocker Beach Calm music Lighthouse TV-commercial Viril guys Northern Germany Peaceful German origin Natural Quality Exclusive Silver letters Premium Golden label Green bottle Relaxed JEVER Seaside Island Authentic Beck’s
- 30. Dmoch/17/01/2015/Page30 Green sails Music “Sail away” Sailing ship TV-commercial Tough guys, nice girls Sailing crew International German origin Adventure Quality Exclusive Silver letters Premium Red label Green bottle Overlap coefficient Joe Cocker Beach Calm music Lighthouse TV-commercial Viril guys Northern Germany Peaceful German origin Natural Quality Exclusive Silver letters Premium Golden label Green bottle Relaxed JEVER Seaside Island Authentic Beck’sOverlap Coefficient 21%
- 31. Dmoch/17/01/2015/Page31 Imagery Measurement The picture I imagine is as clear and vivid as in reality clear and quite vivid moderately clear and vivid vague and hazy I don‘t have any mental image. Please tick
- 32. Dmoch/17/01/2015/Page32 Imagery Measurement The picture I imagine is like Please tick
- 34. Dmoch/17/01/2015/Page34 Icon Iceberg Model Brand imagery Brand credit Aided brand awareness Perceived advertising pressure Memorability of advertising Brand uniqueness Vividness of brand imagery Appeal Brand likeability Brand confidence Brand loyalty Short term Long term Marketing activities Sales
- 35. Dmoch/17/01/2015/Page35 Icon Iceberg Model Aided brand Awareness Perceived advertising pressure Memorability of advertising Brand uniqueness Vividness of brand imagery Appeal Brand likeability Brand Confidence Brand loyality Norm 22 21 8 2 -5 87 27 65 37 38 53 38 31 12 Brand Imagery Brand Credit -9 16 20 12
- 36. Dmoch/17/01/2015/Page36 Aided brand Awareness Perceived advertising pressure Memorability of advertising Brand uniqueness Vividness of brand imagery Appeal Brand likeability Brand Confidence Brand loyality BrandImagery Brand Credit Icon Iceberg Model Norm 87 27 65 37 38 53 38 31 12 Brand Imagery Brand Credit 22 21 8 2 -5 -9 16 20 12
- 37. Dmoch/17/01/2015/Page37 Neuro-Sciences Strong brand – left palladium Weak brand – left palladium Strong brand – right middle frontal gyrus Weak brand – right cerebellum Strong brands allow cognitive relief Strong brand elicit more positive emotions than weak brands Weak brand elicit negative emotions Visualising of cortical processes allow localisation of cognitive processes, but now practical recommendations Exploratory stage of science
- 38. Dmoch/17/01/2015/Page38 Brand is anchored in the consumer’s mind Positioning intends to establish a unique and attractive brand image Classical attitude research is not suitable to emotional and less conscious processes involved in attitude building Relevance of items is an general problem Open methods unveil emotional and imagery aspects Neuro-Science still can’t explain those effects Advantages of Iceberg model –taking imagery effects into account –validated –predicting purchase behaviour