Chapter 9

CHAPTER: 9
MEASURING SOURCES OF BRAND EQUITY:

CAPTURING CUSTOMER MINDSET
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
Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Qualitative Research
Techniques
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
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
Types of Projective
Techniques
BRAND CONCEPT MAP
Brand Concept/Consensus Map (BCM)
Consumers usually develop relationship with a specific brand

based on their associations due to
emotional experiences with the brand
symbolic image they have of the brand.
According to Keller (1993), brand image refers to the set of

associations linked to the brand that consumers hold in their
memory.
Brand association is defined as anything linked in memory to a

brand (Aaker, 1996).
Consumers associate brands with,
product features: Mildness associated with Dove, Made in India image for
Patanjali products.
Price: Luxury goods high price, Wal-Mart with EDLP etc.
Packaging: Orange Owl, Coconut oil packaging
which can influence their purchasing decision when faced with a range of
products.
The conceptual basis for the concept map methodology is

activation theory and the associative network model of
memory, in which it is assumed that properties can be represented
several times in a persons memory and that information is not
organized hierarchically (Cline and Charles, 2006).
Once a structure is activated, a person should be able to report the
majority of that structures content (Joiner, 1998).
In a concept map, concepts are depicted in the form of boxes or
circles, and each concept is connected to another concept as a line.
These cross-links help to illustrate how a concept in one domain of
knowledge represented on the map is related to a concept in
another domain shown on the map (Novak and Canas, 2008).
Therefore, the concept map can show associative relationships
among concepts in a persons mind.
There are two concept mapping methods in the branding field:
Zaltmans Metaphor Elicitation Technique (ZMET) and John et al.s
Brand Concept Map (BCM).
ZMET method has three stages: elicitation, mapping, and

aggregation.
In the elicitation stage, 2025 people are selected to express their
feelings and thoughts about 12 images associated with the brand
including name, term, sign, symbol, and design, or a
combination of thesefor the study.
Seven to ten days later, a two-hour personal interview is
conducted to elicit a number of constructs.
In the mapping stage, participants draw a map by using the
constructs from the elicitation stage.
In the aggregation stage, a consensus map is created that
contains the most important constructs and their relationship.
The ZMET is a useful method when there has not been much
previous research and the unconscious associations of a brand
must be investigated.
The 2nd elicitation stage needs specialized training on the part of
interviewer.
Compared to ZMET, the process of the BCM does not require as

much specialized training on the part of interviewers.
Particularly in the elicitation stage which gathers associations

from consumers mind, the BCM can make it easier by using
existing consumer researches or brief surveys.
John et al. (2006) introduced the BCM method, which can help
answer the need for a more accessible and standardized
method of producing brand maps.
The BCM methodology elicits brand-association networks from

consumers, and aggregates individual maps into a consensus
map of the brand.
Consensus brand maps include the core brand associations that

define the brand image, and show which associations are linked
directly or indirectly to the brand.
In BCM, there are three stages in creating a brand concept map

namely elicitation, mapping and aggregation.
The first is the elicitation stage, in which the purpose is to

identify the salient associations of the brand.
There are four criteria:
the data should be gathered from the same consumer population that will be
used in the mapping stage;
the data should be made up of consumer responses to open-ended questions;
the most frequently mentioned brand associations should be selected to form

the final set and,
in selecting the exact phrasing for salient brand associations, it is important

to retain the wording that consumers use, rather than the wording that
researchers or managers more commonly use (John et al., 2006).
The next stage is mapping, in which consumers are asked about

constructs they associate with brands in order to make a map.
Based on these associations and their responses in the

elicitation stage, respondents are asked to draw a map by
connecting concepts using between one and three lines,
with more lines representing a stronger connection.
The last stage is aggregation, in which a single consensus

map of how consumers see a brand is created. Frequency is
used to interconnect each brand association.
Application of Brand Consensus Map

(BCM)
Objective: Build BCM of McDonald.
Elicitation Stage: Meeting the four criteria and asking the

consumers how do you associate McDonald? Considering
only those associations mentioned by atleast 50% of
respondent.
In our example we have total of 5 sample of respondent

from whom we have collected the word with which they
associate McDonald.
In our case there are totally 27 words with frequency

greater than 50%.
Then sample of 5 consumers were asked to construct a

mental map as to how they associate McDonald using the
27 word bank.
Refer to the material provided.

Final Map Post BCM

Aggregation
Core Associations
Core brand associations are identified (first-order associations) using three

measures:
frequency of first-order mentions,
ratio of first-order mentions, and
type of interconnections.
Rule of thumb is to select associations with ratios of first-order

mentions to total mentions of at least 50%, with more superordinate
than subordinate connections, as first-order associations.
10 core association selected are Golden Arch, Fun, Family, Kids, Burger, Meal,
Breakfast, Convenient, Clean and I am loving it.
The above 10 core brand associations as first-order associations, would appear

as direct links to the McDonald brand in the consensus brand .
We used these frequencies to select which association links would be included in

the consensus map, looking for a sharp increase in frequency counts on the
graphs (inflection point). the inflection point occurs at five; the decision rule was
to include all core association links found on at least five maps in the consensus
brand map. We dropped the associations which were in less than 5 maps.
Core Associations
Links between core brand associations on the consensus map to complete

this step.
In the fourth step, we added important links between core and non-core
brand associations to the consensus map.
As we noted previously, several of the frequently mentioned links were

between core and non-core brand associations.
Although the consensus brand map could be restricted to core brand

associations, it is often important for managers to see associations that
drive consumer perceptions of the core brand associations.
We added these links to the consensus map; we represented the non-core

brand associations with dotted lines to distinguish them from the more
important core brand associations.
Ethnographic and Experiential
Methods
Use thick description based on
participant observation
Extract and interpret the deep cultural
meaning of events and activities
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
Quantitative Research
Techniques
Behavioral loyalty
Behavioral loyalty
To capture reported brand usage and
behavioural loyalty marketers can:
Ask consumers their past purchase history
and future purchase intentions.
Make their measures open ended.
Force consumers to choose one of two
brands.
Offer multiple choice or rating scales.
Attitudinal attachment
Attitudinal attachment
Can be defined in the terms of terms of
the following underlying constructs
Brand-self connections
Connected
Part of who you are
Brand prominence
Automatic
Naturally
Attitudinal Loyalty
1. I say positive things about this website to other peoples.
2. I recommend this website to anyone who seeks my advice.
3. I encourage friends and relatives to do more shopping at this website.
4. I hesitate to refer my acquaintance to this website (R).
Behavioural Loyalty
1. I consider this website as first choice to shop online.
2. I would do more shopping at this website in the coming days.
3. You would do less shopping at this website in the coming days (R).
Sense of community &

Active Engagement
Sense of community
Social currency - The extent to which people
share the brand or information about the brand
as part of their everyday social lives at work or
at home.
Active engagement
Extent to which consumers are willing to invest
their resources of time, energy, and money on
the brand beyond those resources expended
during purchase or consumption of the brand.
Comprehensive Models of
Consumer-Based
Brand Equity
Brand Asset Valuator (BAV)
CBBE model
Brand Prism
Brand Personality Research
FFM (Five Factor Model)Traits
Traits theories try to identify the consistencies of individuals

behavior (Renner, Feldman, Morrissey, Mae, & Major, 2011).
Everyone has particular traits and the difference lies in the

degree of those traits (Renner et al., 2011).
Conscientiousness: self-discipline, carefulness, thoroughness,

organization, deliberation (the tendency to think carefully before acting),
and need for achievement.
Openess: creative thinkers are confident, independent, and risk-taking.

They are perceptive and have good intuition. They display flexible,
original thinking. They dare to differ, make waves, challenge traditions,
and bend a few rules.
Agreeableness: empathetic, considerate, friendly, generous, and

helpful.
Extrovert: tend to be gregarious, assertive, and interested in seeking out

excitement, they are decorative, open, loud, excitement seeking, enjoy
being affiliated to a group then staying alone.
Stability: anxiety, anger, guilt, and depressed mood

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
Brand Personality Scale

Measures
Fourniers brand relationship

research
6 main facets of brand relationship quality (BRQ) are:
Love/passion: Affinity towards the brand with respect to other

and better available alternatives.
Self-connection: How a brand delivers on identity concerns
expressing significant part of Connection with past & present
expressing a self.
Interdependence: Degree to which a brand is ingrained in

consumers daily course of living both behaviorally and
cognitively. It is frequent brand interaction. Consumption rituals
are central process through which relationship is fostered.
Commitment: Dedication to continued brand association despite

circumstances foreseen/unforeseen.
Intimacy: A deep sense of familiarity with the brand as a partner
in relationship.
Partner quality: trust, reliability, empathic orientation towards

partner
Summary of Qualitative and

Quantitative Measure
Thank You

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CHAPTER: 9

MEASURING SOURCES OF BRAND EQUITY:

Describe effective qualitative research

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Powerful way to profile brand associations

What comes to their mind when they think

Help form a rough mental map for the

Diagnostic tools to uncover the true

They are unwilling or unable to express

Present consumers with ambiguous

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

BRAND CONCEPT MAP

Brand Concept/Consensus Map (BCM)

Consumers usually develop relationship with a specific brand

emotional experiences with the brand

symbolic image they have of the brand.

According to Keller (1993), brand image refers to the set of

Brand association is defined as anything linked in memory to a

Consumers associate brands with,

Price: Luxury goods high price, Wal-Mart with EDLP etc.

Packaging: Orange Owl, Coconut oil packaging

Brand Concept/Consensus Map (BCM)

The conceptual basis for the concept map methodology is

Brand Concept/Consensus Map (BCM)

ZMET method has three stages: elicitation, mapping, and

Brand Concept/Consensus Map (BCM)

Compared to ZMET, the process of the BCM does not require as

Particularly in the elicitation stage which gathers associations

The BCM methodology elicits brand-association networks from

Consensus brand maps include the core brand associations that

Brand Concept/Consensus Map (BCM)

In BCM, there are three stages in creating a brand concept map

The first is the elicitation stage, in which the purpose is to

There are four criteria:

the data should be made up of consumer responses to open-ended questions;

the most frequently mentioned brand associations should be selected to form

in selecting the exact phrasing for salient brand associations, it is important

The next stage is mapping, in which consumers are asked about

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Brand Concept/Consensus Map (BCM)

Based on these associations and their responses in the

The last stage is aggregation, in which a single consensus

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Application of Brand Consensus Map

Objective: Build BCM of McDonald.

Elicitation Stage: Meeting the four criteria and asking the

In our example we have total of 5 sample of respondent

In our case there are totally 27 words with frequency

Then sample of 5 consumers were asked to construct a

Refer to the material provided.

Final Map Post BCM

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Core brand associations are identified (first-order associations) using three

frequency of first-order mentions,

ratio of first-order mentions, and

Rule of thumb is to select associations with ratios of first-order

The above 10 core brand associations as first-order associations, would appear

We used these frequencies to select which association links would be included in

Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Links between core brand associations on the consensus map to complete

As we noted previously, several of the frequently mentioned links were

Although the consensus brand map could be restricted to core brand