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Brand Mind Territory

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Brand Mind Territory

  1. 1. The brand mind territory Research design* <ul><li>The model </li></ul><ul><li>The research design </li></ul><ul><li>Interview flow </li></ul><ul><li>Analysis & Reporting </li></ul>* This paper’s intent is to give a general understanding of the brand mind territory concept. The examples given within it are partial and do not represent the full professional scope of the model.
  2. 2. The Model <ul><li>The Foundations construct </li></ul><ul><li>The foundations construct defines the basic links between a brand and its consumer: </li></ul><ul><ul><li>Evaluation of the product/service core attributes (e.g. taste, service, health, etc. ) </li></ul></ul><ul><ul><li>Functional roll in consumers’ life (helps me to do, to perform ….) </li></ul></ul><ul><ul><li>Source of authority (company’s size, reputation, reliability, unique features etc. ) </li></ul></ul><ul><li>The Emotional construct </li></ul><ul><li>The emotional construct defines the personal relationship between the brand and the consumer; </li></ul><ul><ul><li>How do consumer feel towards the brand, what perception consumer have regarding the brand’s personality </li></ul></ul><ul><ul><li>What does the brand’s usage indicate about consumer, how the brand projects on consumer self perception </li></ul></ul><ul><li>The Symbolic construct </li></ul><ul><li>The symbolic construct is the highest level of branding. The ability of the brand to stand for more than itself, to represent values and deep psychological infrastructures beyond it’s basic deliveries and image. </li></ul><ul><ul><li>semantic associations of the brand </li></ul></ul><ul><ul><li>Visual associations of the brand </li></ul></ul><ul><ul><li>Brand archetypical functioning </li></ul></ul>The brand territory model is build on three constructs:
  3. 3. Comparative index of product Attributes Comparative index of Functionality in consumer’s life Comparative index of reliability Importance of attributes Brand foundations competitive position, consumer scaling coefficient The foundation construct Brand personality Animals analogy Brand personality Stars analogy Brand projection Personalities Brand Semantic territory Brand Archetypical Functioning Target Matrix Brand purchasing decision Segmentation Psychographic profiling Net Promoter The Emotional construct The Symbolic construct Loyalty index Jungian typology Brand – consumer relationship index Symbolic functioning index The research design Brand Visual territory
  4. 4. Interview flow
  5. 5. The first step in the interview will be to define the relevant set of competitors for the respondent. The two main competitors will be the counter-measure for the researched brand throughout the interview. Interview flow defining relevant set Data gathered: Rank of preference, time of ranking, order of raking
  6. 6. The foundation construct Interview flow
  7. 7. Brands are scaled on product attributes measures to define their product perceptions in a comparative way. Interview flow Comparative index of product Attributes Foundations construct Data gathered: Scaling between 1-100
  8. 8. Brands are scaled on functionality measures to define their ability to perform in consumer’s life in a comparative way. Interview flow Comparative index of Functionality in consumer’s life Foundations construct Data gathered: Scaling between 1-100
  9. 9. Brands are scaled on reliability measures to define their ability to perform in consumer’s life in a comparative way. Interview flow Comparative index of reliability Foundations construct Data gathered: Scaling between 1-100
  10. 10. Attributes are ranked for importance in beer purchase decision to create an evaluation index of the scales. Interview flow Importance of attributes Foundations construct Data gathered: Rank of importance, time of ranking, order of raking
  11. 11. The Emotional construct Interview flow
  12. 12. Brand personality is characterized by analogies to movie stars. The respondents explain their analogy in the following question Interview flow Brand personality - Animals analogy Emotional construct Data gathered: Frequency of matching, time of matching, order of matching
  13. 13. Respondent is prompted to explain the chosen analogy Interview flow Brand personality - Animals analogy Emotional construct Data gathered: Open text, pre-set answers
  14. 14. Brand personality is characterized by analogies to movie stars. The respondents explain their analogy in the following question Interview flow Brand personality – movie stars analogy Emotional construct Data gathered: Frequency of matching, time of matching, order of matching
  15. 15. Interview flow Brand personality – movie stars analogy Emotional construct Respondent is prompted to explain the chosen analogy Data gathered: Open text, pre-set answers
  16. 16. The brand’s projection on user’s self perception is assessed by the perceived user image that the respondent has to match to brands. Interview flow Brand projection on brand’s user Emotional construct Data gathered: Frequency of matching, time of matching, order of matching
  17. 17. Interview flow Brand projection on brand’s user Emotional construct Data gathered: Open text, pre-set answers Respondent is prompted to explain the chosen analogy
  18. 18. The Symbolic construct Interview flow
  19. 19. The brand’s semantic associative map is measured by intensity of association. The tool is based on the Psycho-cognitive parallel distribution processing theory and the spread activation mechanism. Interview flow Semantic associative mapping Symbolic construct Data gathered: Intensity of association (-10 - +10 scale), dichotomy of association (0,1)
  20. 20. The brand’s semantic associative map is measured by intensity of association. The toll is based on the Psycho-cognitive parallel distribution processing theory and the spread activation mechanism. Interview flow Visual associative mapping Symbolic construct Data gathered: Intensity of association (-10 - +10 scale), dichotomy of association (0,1)
  21. 21. Segmentation Interview flow
  22. 22. The psychographic profiling provides the researcher with segmentation tools beyond the classic socio-demographic segmentation Interview flow Psychographic profiling Segmentation Data gathered: Scaling between 1-100
  23. 23. The psychographic profiling is driven from theoretical constructs like the Jungian typology. The screen below demonstrates the Extrovert-Introvert aspect of the typology. Interview flow Psychographic profiling Segmentation Data gathered: Scaling between 1-100
  24. 24. Target Matrix Interview flow
  25. 25. Interview flow Purchas decision Target matrix Data gathered: Frequency of matching, time of matching, order of matching
  26. 26. Interview flow Net promoter Target matrix Data gathered: Frequency of matching, time of matching, order of matching
  27. 27. Analysis & Reporting
  28. 28. Analysis & Reporting Comparative index of product Attributes Foundations construct The scaling scores of the product’s basic attribute (the foundation construct) yield, except for the foundations map, a comparative index that takes into account, not only the score of the brand on the scale, but also it's position relative to the competition. The highest scoring brand receives the value 1, the lowest receives the value 0. Brand Foundations Competitive Position = brand relative position between lowest and highest score. The average BFCP gives the overall competitive power of the brand. Other indexes derived from this tool are a) the range of variation within an attribute which shows how differentiating this attribute is in the category and b) the average score on the scale for all brands which gives another indication of the attribute importance. ABFCP = 0.57
  29. 29. Analysis & Reporting Comparative index of product Attributes Foundations construct Comparing the ranking from the attributes importance questions (the firs pyramid template) to the scores of the brand on the foundations scales enables another index – the B rand V s. C onsumer S caling. This index can direct the brand managers to a more precise action plans. Optional action plans; 1 . Improve brand performance or perception on important attributes (if looking for the fast way: work on attributes with lowest gap , if looking for getting leadership – go for attributes with highest gap) 2 . Change consumer perception of attribute’s importance 3 . Change the rules of the game by claiming new attribute as important in the category
  30. 30. Analysis & Reporting Brand emotional map Emotional construct The initial analysis of the emotional foundations will be a visual mapping of all analogies and the ways respondents explains their analogies.
  31. 31. Analysis & Reporting Brand emotional index A verage B rand E motional I ndex ABEI ( 1-100) BEI-S Sharpness 1-100 score represents the total percentage of respondents who attached the two frequent analogies BEI-C Confidence 1-100 score represent the order of choosing the brand and how fast where analogies attached to the brand BEI-D Differentiation 1-100 score represents the overlapping analogies or/and explanations with other brands An analysis which takes into consideration the time of matching, the order of matching and the overlapping of analogies enables the creation of the ABEI index of emotional relationships of brand and consumer. Emotional construct
  32. 32. Analysis & Reporting Brand emotional index Symbolic construct The intensity of association between the brands and the symbolic values – both semantic and visual – creates a territorial map which defines the areas that each brand has in the consumer mind. The indexes points on the level of differentiation between brands, the relevant zones and the areas upon which no brand has clamed ownership yet.
  33. 33. Analysis & Reporting Target matrix <ul><li>The target matrix will test the bottom line of brand's activity – the purchase decision and Net promoter </li></ul><ul><li>The indexes will focus on the predictability of; </li></ul><ul><ul><li>Each variable in the research </li></ul></ul><ul><ul><li>Each of the three constructs </li></ul></ul><ul><li>A Factor analysis procedure will be operated for determining the infrastructures of variables </li></ul><ul><li>A cluster analysis procedure will be operated for identifying the different segments bases on their psychographic profiling, purchase decisions and their perceptions within the three constructs </li></ul>2 1 3

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