Brand Εquitty Research: Converse Case Study

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Brand Εquitty Research: Converse Case Study

Brand Εquitty Research: Converse Case Study

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  • 1. An empirical investigation of brand attributes Derbyshire Business School Mediterranean College Business School
  • 2. Spyros Langkos S.langkos@emc.edu.gr 2
  • 3. 3  RESEARCH AIM: - The questionnaire was created to meet the needs of my academic module Brand Equity, titled “ Converse Brand Research – An empirical investigation of Brand attributes“ and aims to explore the perceptions and attitudes of random chosen people, aged from 16 – 55, in the Mall Athens (the heart of city consumption!), who are either loyal/funs of the brand or not. - The survey aimed at identifying today’s general trends concerning Converse.  RESEARCH DESIGN: 14 QUESTIONS PER RESPONDENT X 30 RESPONDENTS FOR A TOTAL OF 420 RESEARCH QUESTIONS. RESEARCH CONDUCTED AT THE ATHENS MALL, ATHENS, GREECE DURING 14/04/13 FROM 2:00 – 18:00 P.M
  • 4. 4
  • 5. 5
  • 6. 6 33% 13% 54% EMPLOYMENT YES NO STUDENT N=30 People 63% 37% 0% AGES 16-24 25-235 >35 50%50% GENDER MΑΝ WOMAN 37% 43% 20% EDUCATION HIGHSCHOOL UNIVERSITY POSTGRADUAET
  • 7. 7 0% 10% 20% 30% 40% 50% SNEAKERS FLAT BOOT-STYLE OTHER Q.1 COMFORT DESIGN COST BRAND QUALITY 40% 33.30% 3.33% 0% 30% 10% 10% 13.30% 60% 6.66% Q.2 BLUE=MOST IMPORTANT RED= LEAST IMPORTANT (1-5 PRIORITY GRADING SCALE)
  • 8. 8 30% 40% 60% 20% 10% 13% 3% 6% 3% 3% 3% 6% RED WHITE BLACK BLUE GREEN PINK CREAM MPEZ BROWN PURPLE GREY NONE Q.3 0 20 40 60 80 100 120 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 Q.4 AGE 83% 10% 7% Q5. EVERYDAY ACTIVITIES PERFORMANCE SPECIAL OCCASIONS
  • 9. 9 0% 20% 40% 60% Creative Classical Masculine Unique Conventional Creative Classical Masculine Unique Convention al Series1 53% 60% 3.33% 50% 33.30% Q.6 0% 20% 40% 60% 80% Friendly Thoughtful Provocative Adventurous Fun Friendly Thoughtful Provocative Adventurous Fun Series1 73% 10% 17% 27% 70% Q.6 0% 50% 100% Innovative Serious Influential Good looking Sexy Innovative Serious Influential Good looking Sexy Series1 37% 13% 27% 93% 30% Q.6 0% 20% 40% 60% 80% Athletic Confident Corporate Feminine Sophisticated Athletic Confident Corporate Feminine Sophisticat ed Series1 70% 70% 20% 23% 17% Q.6
  • 10. 10 57% 43% 20% 80% 17% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Q.7 60% 7% 0% 33% Q.8 TEENAGERS MIDLLE AGE ELDERLY ALL PREVIOUS
  • 11. 11 0% 0% 13% 17% 63% 7% Q.11 1(TOTALLY NEGATIVE) 2(MAYBE NEGATIVE) 3(NEUTRAL) 4(MAYBE POSITIVE) 5(TOTALLY POSITIVE) 6(DON’T KNOW) 0% 3% 10% 23% 64% 0% Q.12 1(TOTALLY NEGATIVE) 2(MAYBE NEGATIVE) 3(NEUTRAL) 4(MAYBE POSITIVE) 5(TOTALLY POSITIVE 6(DON’T KNOW)
  • 12. 12 MODERND DESIRABLE TRENDY BORING RELIABLE ICONIC AMERICAN 50% 26.60% 36.60% 0 16.60% 0 30% 23.30% 46.6 30% 0 26.60% 36.60% 13.33% 13.33% 13.33% 13.33% 23.30% 30% 26.60% 23.30% 0 10% 13.33% 43.30% 0 13.33% 0 0 3.33% 16.60% 16.6 13.33% 13.33% 10% 0% 0% 0% 3.33% 3.33% 3.33% 10% Q.13 Series1 Series2 Series3 Series4 Series5 Series6 1(TOTALLY AGREE) 2(MAYBE AGREE) 3(NEUTRAL) 4(TOTALLY DISAGREE) 5(MAYBE DISAGREE) 6(DON’T KNOW)
  • 13. 13 13.30% 40% 30% 0 0% 10% 26.60% 30% 16.60% 13.30% 0 0 36.60% 0 13.30% 13.30% 0 1 2 3 4 5 6 Q.14 KEEPS PROMISES CAN BE TRUSTED IS DIFFERENT 1(TOTALLY AGREE) 2(MAYBE AGREE) 3(NEUTRAL) 4(TOTALLY DISAGREE) 5(MAYBE DISAGREE) 6(DON’T KNOW)
  • 14. 14  Converse is a brand that, refers mostly to people aged 16- 24, either male or female with strong educational background who earn their living.  They pay much attention to comfort and design and like to mix colors in their outfit. The “ Converse people “ like to express themselves through the brand in their everyday life, carrying the brand through their life-time.  The attitudes that holds, is that it is meant for good- looking, fun, friendly, unique, confident and athletic personalities. Especially for persons who are open-minded and exciting because they believe it to be most popular among other brands.  They perceive the brand to be clearly associated with American lifestyle – by being modern and trendy at the same time. It is a very derised brand with nearly iconic features and attributes.
  • 15. 15  The use of informal groups, such as that of my fellow students in the team and my personal friend’s group helped me to establish a solid base about my brand, my research objectives and methodology, simply by interacting - networking -exchanging thought with each other.  Through my interaction with these 2 secondary groups, I identified the values and beliefs that a number of people hold about my brand andd gained a prior insight to the branding universe of Converse. This was important as it helped me to formulate a better questionnaire throught this whole studying period.  It was a very interesting process as we had face-2-face communication: - a common goal/motives/fate - Guidance & recognition by other team members - Reduced anxiety & similar contextual meanings concerning the brands and project.  With the group I improved my skills, in order to be more successful by applying techniques that provide positive impact on goal achievement and organizational leadership. Each member played a different task role in different times, such as: Initiator/Opinion Seeker/Opinion Giver/Energizer/Coordinator/Harmonizer/Encourager.
  • 16. END16
  • 17. Findings and answers SMART brand personality Dimitris Nikolovgenis
  • 18. Basic information Who -People from the age of 17 to the age of 35 (23 women 17 men) Where -Acharnes street, Patision street Why -Examine the perceptions and understand what people think the SMART personality is
  • 19. Top 3 valuable assets for a car  15 answered ‘’price’’ (37,5% of all participants)  10 answered ‘’size’’ (25% of all participants and competitive advantage of SMART brand)  7 answered ‘’design’’ (17.5% of all participants which is also a characteristic of SMART brand)
  • 20. What if SMART was a person?  33 answered cool, young, adventurous and outgoing (82,5% of all participants)  4 answered unique, humorous and suprising (10% of all participants)  3 answered shy person and introvert (7.5% of all participants)
  • 21. Would it be a woman or a man? And how old would it be?  27 answered it would be a woman (67.5% of all participants)  13 answered it would be a man (32.5% of all participants)  29 answered it would be 21-27 years old (72.5% of all participants)  9 answered it would be 28-35 years old (22.5% of all participants)  Only 2 answered that it would be 15-20 years old (5% of all participants)
  • 22. Perception of age of the SMART brand
  • 23. Color and animal associated with the SMART brand  In the question about the animal 30 answered salamander which has attributes such as Unisex, Small and Lots of colors (75% of all participants)  In the question about the color 34 answered Yellow which has attributes such as Joy, Cheerfulness and Friendliness (85% of all participants)
  • 24. Overall perception about the SMART brand  25 people strongly agreed that it is fashionable and modern (62.5% of all participants)  8 people strongly agreed that it is enjoyable and modern (20% of all participants)  7 maybe disagree that is safe and were neutral about how reliable it is (17.5% of all participants)
  • 25. Group dynamics  Family members, friends and people that answered my questionnaires helped me a lot through this research.  Also, my fellow students in the group helped me understand the values of the brand and ask the right questions in order to find out the brand personality of SMART.  The process was very interesting as we had face-to-face conferences talking about our brands and make brainstorming in order all of us to help each one of us. Together we worked to complete a task in an easier way and reduced anxiety and uncertainty.  Inside the group, I definitely improved my communication skills and made me feel more comfortable. I adopted a mindset that helped me with my project and all of us worked great for the same goal.
  • 26. Perception is reality-Key findings According to the findings and the perception of the people that answered the questionnaire, SMART is a fashionable and modern brand. Also, it would most probably be a woman that is cool, young, adventurous and outgoing, at the age of 21 to 27 and her main attributes would be joy, cheerfulness and friendliness. In general, SMART brand is for people who want to feel happy, enjoy their time in their small city car and makes them feel special.
  • 27. !
  • 28. Alpha Group Brand Equity research Research on Brand Awareness factors in the Group Derbyshire Business School Mediterranean College Business School
  • 29. The present research is performed by Katsantonis Vasilis All of the responses are used for this specific essay. I tried to credit honesty and collaboration in good terms human behavior and trust
  • 30. RESEARCH AIM The research occurs for the module “BRAND EQUITY” for the Master of Science in Marketing at Derby University. Aim of this research is to find how the perception of the people affects the Brand and its overall value system. In order to value the attributes of the Brand the survey took place near Alpha Bank stores, and targeted on people with different cultures and ages, as long as we had a validated by receipt) transaction with the Bank. Due to the Loyalty metric that we established in the “Brand Audit/ 1st part” it was imperative to see beyond the banking “Known system” and examine the awareness factor to every other aspect of the BRAND Research GOAL Research Design  We had 6 Questions (six) per Respondent.  Total of 40 respondents  Total of 240 research questions  Research occurred in Alpha Bank / Kolonaki SQ. The most known store of the Bank, Where the group owns the building and also holds art and civil responsibility offices (charities and C.S.R. Department)
  • 31. QUESTIONNAIRE
  • 32. QUESTIONNAIRE
  • 33. DEMOGRAPHICS NO DEMOGRAPHICS IN SPECIFIC HAD BEEN TAKEN DURING THE RESEARCH EVERYBODY IS A CUSTOMER OF THE BANK (OUR MAIN VEHICLE) ALL PROFESSIONS ARE INVOLVED ALL GENDERS AND RACES ARE INCLUDED EXCLUSIONS I DIDN’T WANT ANY BANK MEMBER TO PARTICIPATE (POSSIBLE BIEAST) ALL PARTICIPANTS WERE HAVING AT SOME POINT DURING THE DAY, A BANK RECEIPT, OF OUR BANK THE FINAL QUESTION IS FOR CUSTOMER’S EXPECTATIONS OBSERVATION
  • 34. RESEARCH KEY EXPLAINING QUESTION 1:  SHOWS THE FAMILY VALUES WE HOLD IN OUR ORGANIZATION AND WE TRY TO FIGURE OUT THE STRENGTH BOND THEY HAVE WITH US QUESTION 2:  ADMITS THE SOCIETAL BONDING OF OUR GROUP TO THE PEOPLE’S LIVES QUESTION 3:  WE TRY TO AKNOWLEDGE WHETHER THEY ARE FAMILIAR TO OUR PARTICIPATION IN ART AND SCIENCE QUESTION 4:  IT IS OUR CONCERN TO SEE WHETHER OUR ROOTS AND TRADITION ARE VALUED
  • 35. RESEARCH KEY EXPLAINING QUESTION 5:  IT IS ONE OF OUR MOST IMPORTANT QUESTIONS, DUE TO THE FACT , THAT WE GIVE THEM MORE THAN ONE CHOICE(BUT WITH OUR DEFINITION) TRYING TO FIND OUT HOW THEY ARE EMOTIONALLY AFFECTED, BY AKNOWLEDGING OUR BRAND QUESTION 6:  ARE YOU ALLIGNED WITH US, OR DO YOU FEEL “LEFT ALONE” AND ABANDONED BY US?A QUESTION , THAT AIMS TO THE PERCEPTION OF OUR BRAND IN “REAL” ASPECTS AND FEELINGS SUGGESTION (Q 7)  Feel involved, tell us your immediate needs, show us where you need us to be, make your need acknowledged. WE Thank you for your time and effort, and since you have been so kind to us, you deserve from us, to be someone nice to your life. Show us the way
  • 36. RESEARCH KEY FINDINGS Series 1 Series 2 0 10 20 30 40 PARENT SIBLING Question 1
  • 37. RESEARCH KEY FINDINGS Mon ey More Ways More Ways Series 1 0 5 10 15 20 5 /40 didn’t choose any answer by themselves. JUST NOT MONEY Question 2
  • 38. RESEARCH KEY FINDINGS Question 3 NO YES
  • 39. RESEARCH KEY FINDINGS Question 4 0 10 20 30 40 Hospitality Care Trust YES NO
  • 40. RESEARCH KEY FINDINGS Question 5 0 5 10 15 20 25 30 35 40
  • 41. RESEARCH KEY FINDINGS Question 6 0% 20% 40% 60% 80% 100% SCALE 1 SCALE 2 SCALE 3 SCALE 4 SCALE 5 "Your Strength" "Our Strength"
  • 42. FINAL KEY FINDINGS Our Most evident aspect comes from the injustice the people perceive they have been inflicted. According to them, even thought we gain strength by them, they feel underprivileged to us. They have Almost NO AWARENESS, of our civil activities and action in General. There is one perception conflict though, It is proven by the Color question. Where you find a belief that we remind them of a sick banking System, and they have high recognition of our “colors”. This shows us the alignment of our group to something sick. Since they don’t trust us, and think we don’t care, is of great value the fact, that they still have a nice experience, while visiting our stores. And perhaps they want the overall experience to be a great one, but important attributes of our Brand, are with a negative Sign. The only thing that saves us is the need they have as “kids” to be protected or affiliated, and that has in conclusion of raising the bar in the LOYALTY attribute.
  • 43. FINAL KEY FINDINGS  Suggestion was of great surprise. It had showed us that they don’t really care about monetary aspects and rewards.  They showed us that their need had to do, with the society, to be healthier, and perhaps feel happier to live within it. Imagine that you have a bank. “SKY is the limit”. No rules. No limitations They showed us that they would prefer us to be more active in the societal bonding. To offer MUCH MORE They felt that we had to be more involved in everything. The funny part is, that when I reminded them:  of our many scholarships,  the great funding for athletes, the Olympic Games ”Grand Sponsorship”,  Our collaborations to many museums and artistic places. They tried to remember, if it was us or someone else.
  • 44. FINAL KEY FINDINGS The Brand Awareness was essential to me. I discovered, that a customer, may be loyal to a brand but feel frightened and underestimated at the same time. They have been our clients for many years, they are bombarded by our messages and social collaborations EVERY DAY , Yet in their mind we are ONLY part of a system. A brand aligned to something ugly and sick. They have HOPE that “their” Brand will show them it was worth it. My greatest fear is that, the promotional activities, hit a social wall, and the current situation in the country tremendously affects our BRAND. The message of optimism, is that they might don’t know, that we try in the societal aspects and common activities, as much, but the important message is that it is up to us to change it all Because: THEY ALL KNOW US, AND ARE LOYAL TO US
  • 45. GROUP DYNAMICS Many factors contributed to the final questionnaire and assembly of the overall Task. The tutor by giving feedback and drugging me away from Corporate strategy, to more Brand oriented. My fellow classmates, with which I evaded many traps during our meetings.  There was also the extension of fellow workers and relative affiliations that suggested and proposed many things. These SECONDARY subgroups helped me assembly a questionnaire that was up to the task.  The overall survey had great value to me, because I saw younger people think and work, and they influenced me with their enthusiasm and drive  It was also important to set under a democratic state a prosperous survey, and have everyone highly involved That made me feel more relaxed and assured that the team benefit will help the overall model of activation and that resulted to a happy feeling of achievement and collaboration A graphic designer, a social media activist, an operation manager and a promotion director were my team, THE WERE NOT JUST SPYROS, DIMITRIS, KOSTANTINOS AND PARASKEVI
  • 46. THANK YOU A PRESENTATION MADE BY KATSANTONIS VASILIS
  • 47. Results of the research for Lacta Konstantinos Dounias
  • 48. The object of research • My research includes 30 questionnaires with 13 questions and 390 answers asking both male and female citizens most of them in age of 16-24 which was my target group. • My main object was to confirm that the level of involvement of Lacta’s consumers is very high. Finally to illustrate some attributes and the perception of people about Lacta’s brand personality.
  • 49. Lacta’s Brand personality • In question 2 “The love of your life does not have a colour. If it had a human shape ,what would it be ?” 60% of people answered a teenage girl (sweet ,active)
  • 50. Do you believe that “your sweetest part of your lives” represents worthily itself on its FB page? 0% 10% 20% 30% 40% 50% 60% 70% 80% Yes No
  • 51. Group Dynamics • My friends and some of my relatives and family members have helped me to approach my object by giving their own opinions and views about my research. • My colleagues gave me psychological support when I felt anxious, great ideas about the structure of my questionnaire and they led me to the right path by cancelling the questions that were product oriented. We had an excellent brainstorming • I adopt a strategy of acquaintance and humor with the respondents in order to answer with relax mood and sincerity to my questions • It was a great experience and I believe that I developed my skills in face to face communication through this research
  • 52. Conclusion From this research I realised that people don’t have a clear and accurate view about the age of Lacta. The level of involvement is high for the consumers especially in facebook applications Peoples perception about Lacta’s brand personality is a sweet and active teenage girl that is passionate and always in love.
  • 53. Appendix Lacta’s Questionnaire
  • 54. •This research is specially designed for the brand Toi&moi. Consumer perceptions, brand personality, attributes and brand awareness are the main meeting points in this survey of 18 questions. (x30 respondents, Regions: the centre of Athens, Chaidari & Marousi) •Key findings through numerical results and statistics will be examined. •An overall sense of brand’s personality will be discussed as well as the main question: “How Toi&moi, as a woman, looks like?”
  • 55. Gender Male Female 16,6% 83,3% Ages 16-24 25-4590% 10%
  • 56. 0 2 4 6 8 10 12 Q.1 Maybe Yes Yes No 26,6% 80% 13,3% Q.5
  • 57. 16-24 25-34 35-45 23,3% 66,6% Q.6 10% 0 2 4 6 8 10 Bodycon Dress Feminine Suit Loose top & casual pants Stretch jeans & fashion T-shirt Pencil skirt & shirt Q.7
  • 58. 0 2 4 6 8 10 12 14 Black White Red Pink Gray Other Q.910%
  • 59. Q.11 0 10 20 30 Basic/ Occasion wear Office outfit Casual/ All day wear Neutral Very Valuable Unique
  • 60. Q.12 0 10 20 30 Happy Confident Glamorous Good Looking Unique Neutral Agree Strongly Agree
  • 61. Q.18 Agree Strongly Agree Neutral 53,3%33,3% 13,3%
  • 62. Overall “How Toi&moi, as a woman, looks like?” She is rather pretty and successful than friendly and approachable. Her age is estimated between 25-34. She would choose to wear a pink bodycon dress or maybe a black feminine suit. She feels confident and good looking in her clothes and she is considered a fashionable figure.
  • 63. •From focus groups, it come out useful information about the differentiation strength of my brand and some relevant attributes. •My group was really supportive during the whole process of investigation. I feel that I had feedback, help and guidance from good friends. It was a very nice experience and I really enjoyed the multi tasking role of each member per case. •It is impressive how a common goal, accompanied with extra will, can achieve that expectations! •Definitely my dim research skills have improved as well as my ability to apply techniques and graphic models with methodology. •Hoping that it was a pleasant process for them as well, I want to thank them all for letting me… be me!
  • 64. Thank you!