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1、CHAPTER9: MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSETKevinLaneKellerTuckSchoolofBusinessDartmouthCollege9.1QualitativeResearchTechniquesFreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howisit
2、differentfromotherbrands?Inwhatwaysisitthesame?9.2FreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowearHonest,classic,Contemporary,app
3、roachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPersonalityFunctionalProduct-RelatedExperiential9.3QualitativeResearchTechniquesPr
4、ojectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters9.4ProjectiveTechniquesConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthe
5、trueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks9.5Newapproach:ZMETZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”9.6ZMETTheguidedconversationconsistsofaseriesofstepsthatinclude
6、ssomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette9.7BrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down
7、-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferA
