1
Q
Discuss Nivea and Balea in the Node-level, Group-level and Network-level of the associational network (Teichert & Schöntag, 2010)
A
- Node:
- Nivea 15 unique associations compared to 9 for Balea
- Nivea: positive or neutral / Balea: few positive, loaden with negative emotional aspects
- Nivea connected with; warm, dynamic, pleasant / Balea: ‘on the run’ not very satisfying.
- Group:
- Nivea: average/normal/everyday is interpreted as somthing standard and continuously. For Balea:connected with money saving and low cost (nothing special).
- Nivea has succeeded at positioning its main purpose (body care) outside of the product category, turning into an emotional aspect that is connected with highly personal values.
- Network:
- Nivea surpasses Balea on all main network properties though equaly familiar
- Tie strenght Nivea: 3.26 vs 3.11 for Balea. Signal that Nivea has a clearer and more consistent position in consumers’ minds.
- Can be assumed that Nivea’s brand equity is much higher than that of Balea.
2
Q
How to measure brand attitude? (9 (3 important))
A
- Liker Scale
- Stapel-Scale
- Thurstone-Scale
- Guttman-scale
- Attitude scale from Achenbaum
- Semantic differential scales
- Projective differential scales
- indirect measurements
- Unobtrusive measurements
3
Q
What does the Thurstone-scale?
A
Measurement for brand attitude
Also known as the method of equal appearing intervals; objective is to obtain a unidimensional scale with interval propertjes.
- Step 1: Generate a large number of statements or adjectives reflecting all degrees of favorableness towards the attitude of objects.
- Step 2: A group of judges is given this set of items and asked to classify them according to their degree of favorableness or unfavorableness.
- You have statements (items) that go up and down
4
Q
Discuss the storytelling technique (Koll, et al., 2010)
A
Storytelling
- Way to retreive less accessible knowledge aspects that provide deep understanding of consumer psychology.
- Consumers may store brand-related info episodically in the form of stories
- Aks people to reproduce their stories in writing
- Oral storytelling allows investigating both verbal and nonverbal knowledge representations.
- Gives acces to a broad arry of unconscious consumer brand knowledge from episodic and implicit memory.
5
Q
what is Dollar Metric Scales?
A
Method to measure brand preference
Compare brands one by one.
Responses are given in dollars
What should the relative price of the five brands be?
- First, the respondent chooses the brands most preferred
- how much extra would they be willing to pay for it?
When you sum up the totals: Comparative brand value
6
Q
Top of mind awareness
A
TOMA
Write down the first brand that comes to mind when we say (Cola, fast-food, soup)
7
Q
explain how natural grouping works
A
This method uncovers the way respondent’s group products together and the reasons they use for forming product groups.
- Respondents are asked to group brands and/or products into categories.
- Ladder the primary reason for group membership, either a positive or negative characteristic
- Additionally, the respondent ia to identify the brand or product that best represents the group.
- Important traits and trait performance for the most representative brand can be identified and laddered as well.
8
Q
What is it?
A
Perceptual mapping
a method to measure brand representation or brand beliefs scores
9
Q
Decompositional vs compositional multidimensional scaling
A
- Decompositional:
- Attribute-free approach
- Subjects describe differences between brands
- Ask on what dimensons these differences are based
- Use when you don’t know on which dimensions brands may be different.
- Attribute-free approach
- Compositional:
- Attribute-based approach
- Dimensions are based on theory
- Ask subjects to rate brands on these dimensions
- Useful to know who your main competitors are
- Attribute-based approach
10
Q
6 methods for measuring brand awareness
A
- Unaided brand awareness
- Aided brand awareness
- Top of mind awareness (TOMA)
- “write down the first brand that comes to mind when we say..”
- Tachistoscopic research
- Researcher shows brands very shortly, then ask what respondent recognizes
- Eye tracking
- Website traffic
11
Q
Methods (3) for retrieving consumer brand knowledge (Koll et al., 2010)
A
- Free association Technique (most popular)
- Consumers receive a stimulus (e.g. brand name or related picture) and have to spontaneously name a certain numer of words that come to mind.
- Focus on retrieving easily accessible and recordable verbal associations from the associative/semantic memory.
- Conscious brand knowledge, while not giving insights into deeper, implicit brand knowledge.
- Storytelling
- Way to retreive less accessible knowledge aspects that provide deep understanding of consumer psychology.
- Consumers may store brand-related info episodically in the form of stories
- Aks people to reproduce their stories in writing
- Oral storytelling allows investigating both verbal and nonverbal knowledge representations.
- Gives acces to a broad arry of unconscious consumer brand knowledge from episodic and implicit memory.
- Collage creation
- Consumers have thoughts, desires, emotions and experiences with regard to brands they cannot articulate in stories because they are either “too vague, too complex or too intence for ordinary speech”.
- Way to uncover such deep thoughts and unconscious thinking is via projective techniques. (e.g. ask consumer to describe which animal best represents the brand and why it is a powerful metaphor)
- Tag a brand personality
- Another way to access this is via images. Collages are an expressive projective technique asking consumers to elaborate their ideas about brands. (Flexibe composition)
- Support spontaneity, fantasy, creative and metaphorical thinking to trigger hidden thoughts, emotions and associations.
12
Q
What are the main measurement concepts in the input phase and the output phase?
A
Input phase
- Techniques
- Top-of-mind imaging
- Grouping similar brands
- Contextual environment
- Preference, usage and preference usage differences
- Timing of purchase or consumption
- Usage trends
- Product or brand substitution
- Alternative usage occasions
Output phase
- Methods
- Brand knowledge, (awareness & beliefs)
- Brand feeling (emotions and attitude)
- Brand behavior (loyalty & engagement)
- Brand meaning
- Brand preference
- Brand representation
13
Q
4 methods for measuring brand representation
A
- Semantic differential / Perceptual mapping
- Cause and effect models
- Brand Relationship Quality (BRQ)
- Brand Asset Valuator (BAV)
14
Q
Why is the average of satisfaction very often a 7?
A
- It’s difficult to compare
- Five or lower wouldn’t be given as an answer. Because people who don’t like it, don’t buy it.
- People rarely give 9 and 10. Because there is always room for improvement.
- Whats left: 6, 7, 8 = average 7.
15
Q
How can you measure a brand’s emotional added value? (Teichert & Schöntag, 2010)
quantification of data
A
This is achieved by summarizing synonyms and words with similar meanings. >> coding process
Is inductive, however a reasonable level of objectvity can be achieved through databases and multiple coders.
- Data are quantified using co-word analysis within the individual interview question blocks.
- An affiliations matrix is constructed containing all possible combinations of brand associations and their respective number of co-occurrences.
16
Q
How can you measure brand preference? (6)
A
- Ranking brands
- Which of these brands do you like to most/least on …
- Constant-Sum-Method
- Allocate 11 points across brands in terms of your preference. A limited amount of points/credits can be distributed to your own preference to brands (= relative measure)
- Preference based MDS
- Brand Price Trade-off Analysis
- what will happen to our and other market share when my brand becomes more or less expensive?
- Conjoint analysis
- Dollar metric
- Compare brands one by one. Responses are given in dollars what should the relative price of the five brands be?
17
Q
When is it best to use compositional MDS and when to use decompositional MDS?
A
- Use decompositional approach when you want to know on which dimensions the brand may be different (evocation phase)
- In what terms do M&M, Kitkat and Mars differ from each other?
- Map the differences
- Ask on which dimensions these differences are based
- In what terms do M&M, Kitkat and Mars differ from each other?
- Use compositional approach when you already know the dimensions and want to connect the brands you are studying.
- How perfom M&M, Kitkat and Mars respectively on dimensions price and quality?
- Ask subjects to rate brands on the given dimensions
- How perfom M&M, Kitkat and Mars respectively on dimensions price and quality?
18
Q
Discuss the collage creation technique (Koll, et al., 2010)
A
Collage creation
- Consumers have thoughts, desires, emotions and experiences with regard to brands they cannot articulate in stories because they are either “too vague, too complex or too intence for ordinary speech”.
- Way to uncover such deep thoughts and unconscious thinking is via projective techniques. (e.g. ask consumer to describe which animal best represents the brand and why it is a powerful metaphor)
- Tag a brand personality
- Another way to access this is via images. Collages are an expressive projective technique asking consumers to elaborate their ideas about brands. (Flexibe composition)
- Support spontaneity, fantasy, creative and metaphorical thinking to trigger hidden thoughts, emotions and associations.
19
Q
Discuss how and why Dupont used the ZMET (Zaltman Metaphor Elicitation Technique)
A
Lacked an accurate picture of consumer’s true feeling about pantyhose
Asked women to assemble magazine clips- (collage building) –
- Magazine clips stand as metaphor for emotions about pantyhose
- Deeper probing of the emotions behind the choice of photos revealed true feelings behind the product
- The research revealed that pantyhose made women feel sensual and attractive, a difficult thing for a woman to articulate in a focus group or in a survey
20
Q
What does the Likert-scale?
A
Measurement for brand attitude
21
Q
How can you measure brand emotions? (3)
A
- Self-Explicated Measures (focus on 2 and 3)
- Psychophysiological Research
- Brain waives and hemispheric asummetry
- Body language
- Voice analysis
- Cardial research
- Galvanic skin reaction (GSR)
- Face reader
- Self-assessment manikin
- Three emotions that control your toughts (PAD)
- Pleasure
- Arousal
- Dominance
- Three emotions that control your toughts (PAD)
22
Q
Explain the BAV’s (Brand Asset Valuator) Lifecycle PowerGrid
A
- The PowerGrid positions brand along dimensions brand strenght and brand stature.
- Brand is maximized when two conditions are met
- Both at their peaks, and brand strenght is greater than brand stature
- Brands start building in bottom left: Establish through Energized Differentiation and reason for being.
- Brands continue to develop in a clockwise pattern; first through Niche, then to leadership.
- If brands lose their energized differentiation, they can fall below and become a mass market brand.
- If decline continues they will become a commodity where key reason for purchase is typically price.
23
Q
Is the Observed brand a knowledge or feeling?
A
Knowledge, since it is connecting things.
24
Q
4 methods for measuring brand beliefs SCORES (instead of items)
A
- Semantic Differential
- Bipolar scale: very interesting versus very boring (often used)
- Perceptual mapping
- Multi-dimensional scaling (compositional)
- Factor analysis
- Discriminant analysis
- Association patterns (ASSPAT)
- Which characteristics do the following brands exhibit?
- Cognitive ResponseAnalysis (CRA)
- Attempts to understand how people acquire and change attitude in response to presuasive communication.
- It is how and what consumers think about a persuasive communication (information) attempt
25
Explain what Brand Relationship Quality (BRQ) does in order to measure brand representation
26
Experienced versus Observed brand emotions
* Experienced:
* The confrontation with a brand can trigger affective responses (self-experienced associations)
* Most of the time they are non-specific (a pleasant feeling or a feeling of familiarity at most)
* Usually they are quite weak and as a result thereof difficult to measure.
* Note: advertisement statements can trigger emotions.
* Observed:
* Consumers recognize that an emotion belongs to a certain brand presented by others
* Hence, they do not experience these emotions them selves
* Caters for differentiation from competition and is therefore relevant to consumers.
27
What is perceptual mapping?
Method to measure brand beliefs scores
* Multi-dimensional scaling (compositional)
* Factor analysis
* Discriminant analysis
* The arrow indicates the direction in which that attribute is increasing.
* Length of the line from the origin to the arrow is an indicator of the variance of that attribute explained by the 2D map. The longer this line, the greater is the importance of that attribute in explaining variance.
* Attribute that are both relatively important (i.e., long vector) and close to the horizontal (vertical) axis help interpret the meaning of axis.
* To represent a laptop on each attribute, draw an imaginary perpendicular line from the location of the laptop onto that attribute. (These are shown by dashed lines on the map).
28
Koll et al., (2010) reports and compares brand knowledge by evaluating:
1. Breadth and concentration of brand knowledge
2. Overlap of specific knowledge elements between methods
3. Actual brand knowledge
What are their findings about the 3 brand knowledge assesment techniques?
1. **Breadth and concentration of brand knowledge**
* Collage contaned 3 times as many brand knowledge elements as in the free association task
* Stories contain slightly more elements than free association task.
* Both Collages as Stories elicited a higher veriety of knowledge elemants than the free association technique.
2. **Overlap of content**
* Collages and Storytelling reveal both a larger number of knowledge elements and larger variety of knowledge.
* The strong er overlap between free association and storytelling than between th e other techniques potentially results from the verbal (as opposed to visual) nature of tapping knowledge.
* Collages uncover knowledge elements that may remain undetected through the other two methods.
3. **Nature of Brand Knowledge**
* Usage imagery-related elements are prominent in all methods
* Free association reveals more semantic knowledge related to facts (e.g. company's history, size) and advertising knowledge (e.g. verbal descriptions of the logo).
* Functional benefits of the brand are more frequent in free association and storytelling than in collages.
* Respondents may find it easier to reproduce functional elements verbally than finding images in magazines
* Stories allow retrievel of episodic and procedural memory, such as personal experiences.
* Sponsoring is less tapped by storytelling while more at free association and collages.
29
How was Nivea succesful in differentiating itself? (Teichert & Schöntag, 2010)
Nivea has succeeded at positioning its main purpose (body care) outside of the product category, turning into an emotional, brand specific aspect that is connected with highly personal values.
30
Name 3 decomposing techniques and 4 composing techniques
* Decomposing (measuring belief ITEMS)
* Natural grouping
* Repertory grid
* MDS (decompositional)
* Composing (measuring belief SCORES)
* Semantic differential
* Perceptual mapping
* MDS (compositional)
* Factor Analysis
* Brand Asset Valuator
31
How Actionable Are the Results? Do They Provide Management with a Clear Guideline of Which Brand-Related Activities to Initiate or to Continue? (Koll, et al., 2010)
what is the value of brand knowledge research?
* If a brand aiming for a certain lifestyle positioning elicits unwanted (i.e., not compatible with brand identity), unfavorable, or mostly functional associations, management may conclude that past actions were not successful and need **reevaluation.**
* Mostly favorable, desirable associations (e.g., mainly consisting of certain user imagery) may indicate effective brand management. The knowledge that stories and collages retrieve may be more insightful and potentially more specific in **uncovering weak spots**.
32
How Suitable Is Each Technique to Assess Brand Differentiation?
(brand kowledge techniques (Koll, et al., 2010))
* Direct references to competitors are rare in the free association and collage methods, and more frequent in storytelling.
* The collage task may even counter the objective of uncovering competitive information, as respondents may specifically search for pictures that contain the focal brand.
33
Explain what the Brand Asset Valuator (BAV) does in order to measure brand representation
* **Differentiation**
* Perception that the brand is unique
* **Relevance**
* Perception that the brand is relevant to the customers life
* **Esteem**
* Holding the brand in high esteem
* **Familiarity**
* Feeling knowledgeable about the brand.
34
**Node-level analysis** versus **Group-level analysis** versus **Network-level analysis of brand association networks**
* **Node level:**
* Most elementary is the number of mentions
* Higher probabilities indicate a top-of-mind accessibility (higher salience)
* May serve as first indication of the strenghts and weaknesses of a brand
* Mentioning probability = strenght of a node
* **Group level:**
* Reveals image dimensions
* Are useful for revealing strenghts and weaknesses of a brand
* **Network level:**
* Suited for long-term stretegic view.
* Changing network structures takes time and a strategic approach.
* It can influence the overall brand image
35
4 methods to research associations
* **Free associations**
* Group all given associations to e.g. Brand Personality scale
* **Word association test**
* A list of words, both relevant and irrelevant, used to understand people’s feelings towards different words – Used to examine the effectiveness of brand names, new products and services, and key advertising words.
* **Symbolic association**
* Researchers use a list of pictures that are very symbolic, meaningful to customers.
* Which of these symbols best represent brand A? Why?
* **Photosort**
* Using photos of people. Instead of asking which associations there was asked which photo would fit Albert Heijn. This people can stand for normal, cozy, etc
36
**Semantic memory system** versus **episodic memory system**
(Koll et al., 2010)
* **Semantic memory system**
* Mostly verbal, categorical, and conceptual knowledge consisting of abstract, _context-free_ information and facts about a brand
* Developed via rational thinking
* **Episodic memory system**
* Knowledge explains bonds between brands and consumer, providing insights into consumer self-identities, motivations and goals in a temporarilly structered and _context-sensitive_ manner.
* Developed via experiental thinking
* Consumers encode reality in specific, modal images, vision, audiations, etc.
* Consumers typically store embodied knowledge in the original nonverbal form because **they lack the necessary linguistic resources to verbalize multisensory information.**
* The main source of embodied knowledge is **vision**, since more than 60%% of the incoming information reaching the brain passes through the visual system.
37
How can you measure brand meaning? (2)
* **Laddering (meaning structure)**
* Means-end chain (why, why why?)
* [**Zaltman Metaphor Elicitation technique (ZMET)**](https://youtu.be/RIUuIlB5ciA)
* research process dedicated to understand people at deep, emotionally rich levels. Below the easily observable surface level.
38
what is the **Cognitive Response Analysis (CRA)**?
Method for measuring brand beliefs scores
* A theory that attempts to understand how people acquire and change their attitude in response to persuasive communication
* People do not passively accept persuasive messages; they actively think about them
* This thinking results either in attitude change or resistance to change
* Original messages are often elaborated with (personal) ideas and arguments
**It is _how_ and _what_ consumers think about a persuasive communication (information) attempt**
**Cognitive Response Coding Scheme (Bucks et al., 1988)**
1. Relevance
2. Target
3. Origin
4. Polarity (Not true according to Roest. : Everything has positive things, so when you take average of positive and negative = neutral)
39
what is Zaltman Metaphor Elicitation technique (ZMET)?
method to study brand meaning
to understand people at deep, emotionally rich levels. Below the easily observable surface level.
* Thoughts are in image form
* Metaphoric thinking is the basic mental process
* Metaphor is central to understanding meaning
* Meaning is acquired through our senses (our cognition is embodied)
* Our mental models frame and guide how we select information and frame how we process that information
40
Tachistoscopic research
* The researcher shows brands for a small amount of time
* e.g. it will be gone in less than a second.
* Then the researcher will ask the respondent what he recognizes.
41
2 construction tools to research brand beliefs
* Thematic Apperception Test
* Respondents are asked to write a story about one or a series of picture(s) they are shown for a short period of time.
* Especially useful when dealing with special groups, such as children
* Cartoon Test
* Respondents are asked to examine a picture and fill in empty balloons
* Similar to TAT but the response is far more limited and therefore easier to analyze
42
The researcher shows brands for a small amount of time, e.g. it will be gone in less than a second. Then the researcher will ask the respondent what he recognizes.
name of this measurement method
Tachistoscopic research
43
Measuring brand beliefs ITEMS
5 methods
* **Brand Personality Scale (Aaker)**
* To what extend do you agree with the statement that brand A can be associated with..
* **Natural grouping**
* Resp. are ased to group brand into categories \>\> ladder the primary reason for group membership. Also identify which brand best represents the group.
* **Repertory Grid analysis**
* Method to elicit specific constructs. (1. split up triad into two groups, 2. label th groups, 3. rate the object on construct, 4. create grid)
* **Multi-Dimensional scaling (decompositional)**
* How different is M&M from Kitkat and Mars?
* **Top-of-Mind imaging**
* Resp. is aslked to give one or more top-of-mind associations for each one of several brands. (polarity (positive/negative) is determined).
* Then asked why each charachteristic is a + or a - (laddering)
44
What is the **Bi-focus** interview technique?
**Bi-focus:** In this technique there are two groups. There is a room full of camera’s and in the next room there is a group that observes the discussion group. They also give comments on the discussion. After one hour the groups switch and the first observation group will have the discussion. The advantage is that it prevents narrow focused discussion on topics. The observation group has some distance from the group and therefore more insights for broadening or narrowing the discussion.
45
Explain what **cause and effect models** do in order to measure brand representation
46
What is it?
Semantic Differential
o.a. a method to measure brand representation, brand attitude or brand beliefs scores
47
How to measure brand Loyalty? (3)
* **Brand loyalty scales**
* 'I consider myself to be loyal to X', 'X would be my first choice'
* **NPS** (% promotors(9, 10) – % detractors(0-6) )
* Roest doesn't like because:
* Intention to recommend something isn’t the same as actually (real) recommendations.
* You loose a lot of data. (0-6 are the same (detractor))
* **Temkin Experience Ratings**
* Are based on the evaluation of 3 elements of experience:
* **Succes**: How well do experiences meet customers' needs?
* **Effort**: How easy is it for customers to do what they want do do?
* **Emotion**: How do customers feel about the experience?
* (all are dificult to measure)
48
Give an example of a **consumer brand knowledge representation** according to Koll et al., 2010
on the destination-brand Paris
* **Semantic memory**, containing abstract information (capital of France,, number of inhabitants, etc.), leans toward the conscious/verbal end of the continu:
* Based in the declarative and explicit memory system, it allows the consumer to consciously retrieve this type of information.
* **Episodic memory** holds information that is the result of personal experiences with the brand (ee.g., a visit in Paris) and may consist of verbal but especially nonverbal information like images or places.
* Such knowledge often is part of procedural and implicit memory, containing deep-rooted, unconscious brand knowledge.
49
Explain how **Top-of-mind imaging** works:
* The respondent is asked to give one or more top-of-mind associations for each one of several brands or product types.
* Polarity (positive or negative) for each association is also determined.
* The respondent is then asked why each characteristic is a positive or a negative one and the responses are further probed to uncover the ladder.
Top-of-mind imaging identifies the most conspicuous characteristics of a brand, but not always the characteristics that differentiate it from a close competitor
50
What does the **Association patterns (ASSPAT)** look like?
Which characteristics do the following brands exhibit?
51
How can you measure a brand's emotional added value? (Teichert & Schöntag, 2010)
* Node:
* Nivea 15 unique associations compared to 9 for Balea
* Nivea: positive or neutral / Balea: few positive, loaden with negative emotional aspects
* Nivea connected with; warm, dynamic, pleasant / Balea: 'on the run' not very satisfying.
* Group:
* Nivea: average/normal/everyday is interpreted as somthing standard and continuously. For Balea:connected with money saving and low cost (nothing special).
* **Nivea has succeeded at positioning its main purpose (body care) outside of the product category, turning into an emotional aspect that is connected with highly personal values.**
* Network:
* Nivea surpasses Balea on all main network properties though equaly familiar
* Tie strenght Nivea: 3.26 vs 3.11 for Balea. Signal that Nivea has a clearer and more consistent position in consumers' minds.
* Can be assumed that Nivea's brand equity is much higher than that of Balea.
52
what does the Stapel-Scale?
Measurement for brand attitudes
Is a unipolar rating scale with ten categories numbered from -5 to +5, with a neutral point (zero). The scale is usually presented vertically.
* The stapel scale is like a semantic differential scale with little modifications. It is often used in the situations **when two bi-polar adjectives are difficult to find out**. The data obtained are the interval and are analyzed in the same manner as the semantic differential data.
* One of the advantages of the Stapel scale is that it does not require the pre-testing of adjectives to ensure their true bipolarity.
* Also, it can be easily administered over the telephone
* Some researcher finds the Stapel scale to be quite complex and confusing.
53
Managerial Implications of the study by Koll et al., (2010)
A multi-method approach can provide more thorough understanding of consumer brand knowledge than a single-method approach.
However, typical constraints in research (e.g, time, money) and divergent objectives of brand understanding (e.g., monitoring, competitive tracking) impact the feasibility of a multi-method approach.
54
explain how the **Repertory Grid analysis** works
Is a method to elicit specific constructs. General procedure:
1. Split up triad into 2 groups
2. Label the groups
3. Rate the object on construct
4. Create grid
* **Personal construct theory:**
* Everyone interprets (constructs) events and their universe differently
* Constructs are bipolar:
* Ex. To describe friends, easy going versus tense, reliable versus unreliable.
Brand Management
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