This document discusses research techniques for measuring brand equity, including both qualitative and quantitative methods. Qualitative techniques explore customer perceptions and include free associations, projective techniques, ZMET, neuromarketing, and ethnography. Quantitative methods measure brand awareness, image, responses, and relationships through indicators like recognition, associations, purchase intentions, and the four dimensions of Fournier's model of brand relationships. Comprehensive models like BrandDynamics assess branding in areas like bonding, advantage, and relevance. Both qualitative and quantitative research have benefits and limitations in capturing customer mindset.

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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
Elicitation
Technique (ZMET)
Neural Research
Method
Brand Personality
and Value
Ethnographic and
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
 Defining one 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
Loyalty
Attitudinal
Attachment
Sense of
Community
Active
Engagement
Fournier’s 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 Brown’s
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