Understanding the value of your brand is a key indicator of your position in the marketplace. But an exact evaluation of brands, including both tangible financial data as well as customer perceptions and intangible brand equity is difficult to achieve. One small mistake in understanding customer perception can lead businesses astray and have devastating consequences. Fortunately, it is easier than ever before to evaluate brand attributes and build a clear picture of customer opinion. In this session, we aim to show you the diverse range of creative tools available to help align your brand and customer perceptions - as well as building this in to your financial models, giving an accurate overview of brand assets and intangible financial equity. Book a free demo of our market research platform to see the full demonstration: http://bit.ly/1MK0jG3

1. Evaluating Brand Attributes
in a Digital Environment
FlexMR Webinar
August 2015

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Who will be speaking
Introduction
Dorota Rewinska
Insight Manager, Research
Having overseen many large-scale, multi-method projects during
the course of her career, Dorota is skilled in all online research
methodologies and knows intuitively the project design that will
achieve the desired outcomes.
Amy Eborall
Senior Research Associate
With a solid understanding of research methodology and
interpretation Amy translates raw data into actionable business
insight with ease. Amy leads both quantitative and qualitative B2B
and B2C projects.
Paul Hudson
CEO & Founder
Paul has over fifteen years of market research experience. A regular
guest speaker at AQR and ICG events, he is an online qualitative
research expert actively involved in developing new techniques for
online application.2

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An overview of the session
Introduction
• A brief introduction to brand evaluation
– What is brand evaluation?
– How do I measure the intangible?
– What are the best evaluation criteria?
• The best research tools for online brand evaluation
– An introduction to the tools
– Combining qualitative and quantitative research
• Brand evaluation in practice
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A brief introduction to brand
evaluation
4

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“Brand evaluation is the process of understanding an
quantifying both the tangible and intangible aspects of a
brand – converting it into a monetary value for the
purpose of increasing brand equity.”
What is a brand evaluation?
An Introduction to Brand Evaluation
5

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What is a brand evaluation?
An Introduction to Brand Evaluation
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The tangible
• Branded assets
• Liquid capital
• Physical stock
• Share of market
The intangible
• Brand awareness
• Brand recognition
• Customer
perception
• Core
competencies
Driven by quantitative
internal analysis
Driven by qualitative
external analysis
Brand
Evaluation

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How do I measure
the intangible?
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A range of techniques exist to
evaluate the value and perception of
a brand:
• Perceptual maps
• Preference models
• Behavioural mapping
Each method of evaluation has a
unique value and set of strengths.
Identify the most appropriate
methods for your brand before
setting out on your market research.
How do I measure the intangible
An Introduction to Brand Evaluation
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Perceptual maps
An Introduction to Brand Evaluation
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Variable 1 (e.g.
quality)
Variable 2 (e.g. value)
Company
1
Company
2
Company
3
Company
4

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Preference models
An Introduction to Brand Evaluation
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Reject Brand
Indifferent to Brand
Prefer Brand
Aware of
brand
Unaware of
brand
20
%
50
%
15
%
15
%

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Behavioural modelling
An Introduction to Brand Evaluation
11
Re-purchase Purchase Positive Sentiment Negative Sentiment
Behaviour in %

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What are the best
evaluation criteria?
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To generate an effective model,
accurate evaluation criteria must be
selected.
Examples of measurement criteria:
• Purchase intention
• Brand awareness
• Brand loyalty
• Brand associations
What are the best evaluation criteria?
An Introduction to Brand Evaluation
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Dimensions of brand associations
An Introduction to Brand Evaluation
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Dimensions of brand
associations
Personality
Product-
related
attributes
Lifestyle Place Emotions

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Internal:
• Brand positioning
• Employee awareness
• Employee sentiment
Brand evaluation metrics
An Introduction to Brand Evaluation
External:
• Key influencer opinion
• Sentiment & text analysis
• Mood boards & co-creation
• Competitor positioning analysis
• Social listening
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The best research tools for
online brand evaluation
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Bulletin Board
The Tools
• Embed images and video
• Range of formatting options
Categorise threads for simple
navigation and allocate different
bulletin board focus groups to
different participant segments
More control for you, more
convenience for your customer
• Set completion targets
• Individual private prompting
• Consumer group controlled
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Bulletin
BoardMR

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Smartboard
The Tools
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• Participant page integration
• Completion targets
• Export annotations
Invite participants to comment on
image elements via sticky note and
watch as each note turns into a mini
group discussion all of its own
• A discussion on an image
• Sentiment tagging of
comments
• Heat-mapping tool
SmartboardMR

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Scrapbook
The Tools
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• Comment on images
• Download as zip file
Benefit from the popularity of digital
scrapbooking
Invite participants to pin images,
comment and discuss
• Topic and individual scrapbooks
• Tag images
• Sort images
ScrapbookMR

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Open Poll
The Tools
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• Limit the number of
characters
• Participant page integration
Qualitative insight at the click of a
button
Expand your understanding at speed
with an open poll
Simple, fast, effective
• One-click feedback
• Display results with wordle
• Project page compatible
Open PollMR

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Integrating qualitative
and quantitative research
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Integrating qualitative and quantitative research
The Tools
Brand evaluations are
made up of two
components
Brand equity (a
valuation of the brand)
Brand sentiment (a
numerical aggregation
public opinion)
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• Financial data is gathered
internally, but combined
with equity data based on
how much the brand could
be sold for
• Brand sentiment is gathered via
external market research and
builds a model of how the brand
is performing against projected
positioning
— Data is gathered through
creative techniques such as
bulletin board focus groups,
smartboards and scrapbooks

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Co-creating the future of your brand
The Tools
• Brand evaluation studies provide a roadmap for the future
• Consumers can co-create solutions to positioning problems
through creative research techniques
The brand evaluation cycle
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Positioning
review
Co-creation
Increased
brand equity
Brand
evaluation

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A demonstration of brand
evaluation in practice
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Smartboard Results
The Tools
25
Expensive
Smells nice
For women
Moisturising
Un-natural
Cleans
Ethical
Expensive
Environmentally friendly
Kind
Natural
Won’t irritate
Natural
Fruity
Refreshing

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Building a Mood Board from Scrapbooks
The Tools
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Mountains
Original Source makes me think of
mountains because it is fresh and
natural
Love this photo
A picture tells a thousand words

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Smartboard Results
The Tools
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Low Cost
Un-natural
Natural
High Cost

28. Evaluating Brand Attributes
in a Digital Environment
FlexMR Webinar
August 2015