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1、CHAPTER9: MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSETKevinLaneKellerTuckSchoolofBusinessDartmouthCollege1QualitativeResearchTechniquesFreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howi
2、sitdifferentfromotherbrands?Inwhatwaysisitthesame?2FreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowearHonest,classic,Contempora
3、ry,approachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPersonalityFunctionalProduct-RelatedExperiential3QualitativeResearchTec
4、hniquesProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters4ProjectiveTechniquesConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictools
5、touncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks5Newapproach:ZMETZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”6ZMETTheguidedconversationconsistsofaseriesofste
6、psthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette7BrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFi
7、veSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,19978Iden
