Measuring the sources of brand equity. The use of social media platforms and websites to promote a product or service. (Wikipedia) Refers to techniques that target social networks and applications to spread brand awareness or promote particular products. (Techopedia)

2.  Effective Qualitative Research Techniques .
 Effective Quantitative Research Techniques.

3. Qualitative Research
Techniques .
 Free Associations
 Project Techniques
 ZMET
 Neural Research Methods
 Brand Personality and Value
 Ethnographic and Experiential
Methods

4. Free Associations
 This is the most simplest and often the
most powerful way to profile brand
associations.
 Identify the range of possible brand
associations in consumer’s minds.
 What comes to mind when they think of
brand?
 Can provide some rough indication of the
relative strength, favorability and
uniqueness of brand associations.

5.  What do you like best about the brand
?
 What are its positive aspects ?
 What do you dislike ?
 What are its disadvantages ?
 What do you find unique about the
product ?
 How different from other brands ?
 In what ways is it the same ?

6. Project Techniques
 Diagnostic tools to uncover the true
opinions and feelings of consumers
when they are unwilling or otherwise
unable to express themselves on
these matters
 Consumers might feel that it would be
socially unacceptable to express their
true feelings.

7. Examples:
 Completion task
 Interpretation task
 Comparison task

8. Zaltman Metaphor Elicitation
Technique (ZEMT)
 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 represents thoughts thar are
tacit, implicit and unspoken.

9. 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.

10. Brand Personality and Value
 Brand personality is an human
characteristics or traits that consumers
can attribute to a brand.
 Scale used to measure
1. Sincerity
2. Excitement
3. Competence
4. Sophistication
5. ruggedness

11. Ethnographic and Experiential
Methods
 Extract and interpret the deep cultural
meaning of events and activities.
 Tapping more directly into their actual
home, work, or shopping behaviors,
researchers might be able to elicit
more meaningful responses from
consumers.

12. Disadvantages
 Small sample size may not
necessarily generalize to broader
populations.
 Due to qualitative nature, data is open
varied interpretations.

13. Quantitative Research
Techniques.
Brand Awareness
Brand Image
Brand Response
Brand Relationship

14. Brand Awareness
 Strength of the brand in memory &
consumers” ability to identify various
brand elements.
 Recognition
 Recall
 Correction for guessing
 Strategic Implications

15.  Recognition: Consumers” ability to
identify the brand under different
circumstances.
 Recall : Ability of consumers to retrieve
the actual brand elements from memory.
 Correction for guessing : Any
research measure must consider the
issue of consumers making up
responses.
 Strategic Implications : Identify cues
necessary for consumers to retrieve the
brand from memory.

16. Brand Image
 Associations that consumers hold for a
brand.
 Ask open ended question to tap into the
strength , favorability and uniqueness of
brand associations.
 It use to make a difference between
lower level (performance and imagery)
and high level considerations
(judgments and feelings).

17. Brand Response
 Purchase intentions
• Action (own use or gift)
• Target (specific type of product and
brand)
• Context (price, store and other
conditions)
• Time (week, month or year)

18. Brand Relationship
 Behavioral Loyalty
 Brand substitutability
 Attitudinal attachment
 Sense of community
 Active engagement