Brand Identity PDF

17/11/2024 R BRAND IDENTITY 3-BRAND IDENTITY & BRAND ANALYSIS DR. NOUF ALRAYES 1 2 BRAND IDENTITY DEFINITION...

17/11/2024 R BRAND IDENTITY 3-BRAND IDENTITY & BRAND ANALYSIS DR. NOUF ALRAYES 1 2 BRAND IDENTITY DEFINITION THE ELEMENTS OF BRAND IDENTITY Name è how the brand is known? Strapline è the brand’s motto. A quality statement of the brand Logo è the brand’s signature mark; used to authenticate and identify The elements that Powerful triggers that identify a brand and Elements such as spark recognition of Mascot è a symbolic characterization of the brand that may be drawn from nature differentiate it from name, logo, color. the brand in the Color è the choice of color competitors. marketplace. Typography è the brand’s typeface; the handwriting of the brand Aesthetic è the brand’s style; look, feel, and tone of voice 3 4 1  17/11/2024 R Essential for differentiation WHAT IS BRAND IDENTITY? Authenticate and position the brand The elements of a brand identity are designed and crafted to project an image of how the brand owner would like the product, service or organization to be perceived. BENEFITS OF Express the identity project BRAND IDENTITY The owner of the brand can control the design of the elements. Offers a unique set of qualities to its audience But ultimately the consumers’ opinion will be decided on the outcome of their experience Contribute to the overall perception of the The basic elements of the brand identity (name, strapline, logo, mascot, color, typography, and aesthetic) only acquire value and significance through repeated and favorable association with the brand brand experience. 5 6 Choosing the right name for a brand is like choosing a name for a baby. Building a good reputation associated with that name, it will become a valuable asset. Names come with preloaded meanings and associations that have the power to open some windows of opportunity and potentially 1- NAME 1- NAME close others. The choice of color, logo, and visual imagery may evolve over time, but the brand name is the element least likely to change. Getting the name right can give a brand an advantage. 7 8 2  17/11/2024 R CLASSIFICATION OF NAMES CLASSIFICATION OF NAMES Family names Descriptive names Invented names Symbolic names Abbreviated names Geographical names Foreign-sounding Modular names names Placing your family name Naming your brand Naming from scratch Naming a brand using a Naming based on Naming based on Naming based on the as a brand descriptively metaphor acronym regional characteristics Made-up names core brand 9 10 A great strapline will summarize the brand’s proposition The strapline clarifies the brand idea in a few words, no more than 5 words It should be memorable 2- STRAPLINE 2- STRAPLINE It is an opportunity to establish the brand’s tone of voice and will typically be the 1 st words associated with the brand Some of the most effective straplines have become part of popular culture 11 12 3  17/11/2024 R CONSIDERATION FOR A BRAND STRAPLINE SUCCESSFUL TAGLINES HAVE: ¡ It should: ¡ A strong tagline makes listeners take pause: ¡ Support the key brand criteria ¡ „The ultimate driving machine“ ¡ Be easy and short to remember ¡ , „A diamond is forever“ ¡ An enduring tagline is tied specifically to the product/service: ¡ Deliver an emotional or positive message ¡ “Just Do it” ¡ Be legally protected ¡ ‫ﻟ"ﺴﺖ ﻣﺠﺮد ﻣﻜﺘﺒﺔ‬ ¡ Be authentic, unique, and credible ¡ A memorable tagline tells a story: ¡ „Have a break - have a kitkat“ ¡ A powerful tagline points out how the product/service is unique: ¡ „Melt in your mouth, not in your hand” 13 14 Terminologies can be used: icon, signature, logotype, trademark, or wordmark Logo is the signature of the brand; it identifies, authenticates and promises the brand experience wherever it is displayed 3- LOGO No distinct format for a successful logo 3- LOGO Logos are graphic devices that can be symbolic, typographic, abstract forms, or combination of all three. Highly valued global brands that use logos based on combination of both symbol and type include KFC, HSBC, and Microsoft 15 16 4  17/11/2024 R CONSIDERATION FOR BRAND LOGO ¡ Choose a professional designer ¡ It should be: A character that Brand mascots It can animate ¡ Satisfying the key brand criteria personify the brand. are particularly helpful when a the brand’s attributes and 4- MASCOT ¡ Simple product or values and can service is add a dimension ¡ Sustainable overtime intangible. to advertising, exhibition, and ¡ Trademarked promotion 17 18 BRAND MASCOT EXAMPLES 19 20 5  17/11/2024 R CONSIDERATION FOR BRAND MASCOT Color is a valuable The choice of color brand asset and some may be symbolic, of the world’s biggest ¡ It should be brands have become personal, or linked with certain psychologically influenced. ¡ Relevant colors 5- COLOR ¡ Trademarked A carefully chosen Cocacola is red- UPS ¡ Behave consistently color is an immediate is brown- IBM is trigger for recognition blue ¡ Deliver the same energy that the brand delivers 21 22 CONSIDERATION FOR BRAND “” COLOR ¡ It should: ¡ There is an overwhelming preference for the color blue in the world of ¡ Reflect the positioning business brands but choosing a different color that complements your ¡ Avoid any undesirable meanings in a different key brand criteria can significantly help to differentiate your product or country services. ¡ Remain clear when converted to greyscale ¡ Be sustainable ¡ Not be mistaken with another brand 23 24 6  17/11/2024 R COLOR EFFECTS COLOR EFFECTS 25 26 TYPEFACE CATEGORIES ¡ It is the handwriting of the brand and we can all make assumptions about what an organization is like based on the typeface 6- TYPOGRAPHY they use 27 28 7  17/11/2024 R CONSIDERATION FOR BRAND BRAND GUIDELINE OF THE BRAND IDENTITY TYPEFACE ¡ It should: ¡ Reflect the right style of the brand ¡ Not be all capital letters ¡ Not have exaggerated letter spacing ¡ Short 29 30 The brand aesthetic should The aesthetic of identity is the immediately be associated with the look, feel, and tone of voice. brand experience 7- AESTHETIC 7- AESTHETIC Successful brands provide unique The world’s biggest brands have a experiences that engage senses and distinct look, feel, and tone of voice emotions. 31 32 8  17/11/2024 R PRODUCT PLACEMENT PRODUCT DISPLACEMENT ¡ Product placement is when a product ¡ Product displacement is when a appear in a famous movie with a clear product appears in a famous movie logo of the brand placed to trigger the with a covered logo of the brand viewers’ attention to buy this brand placed. products. 33 34 EXAMPLES BRAND ANALYSIS 35 36 9  17/11/2024 R ? BUILDING A BRAND IMAGE Sender Receiver defines Who develops a Why would you analyze your brand? Brand identity informs Messages are sent to Brand image distort Other influences 37 38 “KAPFERER APPROACH TO BRAND ANALYSIS” BRAND ANALYSIS BY ANSWERING THE FOLLOWING ¡ What is the brand’s vision and aim? ¡ What makes it different? What need is the brand fulfilling? “Having an identity means being your true self, driven by a personal goal ¡ What is its permanent nature? that is both different from others’ and resistant to change” ¡ ¡ What are its values? ¡ What is its field of competence? Of legitimacy? ¡ What are the signs which make the brand recognizable 39 40 10  17/11/2024 R THE BRAND IDENTITY PRISM (KAPFERER, 2012) THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Picture of sender Personality: Personality: Physique: Physique: How the brand speaks and behaves Leadership-creativity- optimism- fun The main product touchpoints regular- low - no calorie passion- diversity- quality beverages- soft drink- sparkling Externalization Externalization Internalization Internalization Culture: Culture: Relationship: Relationship: The company’s values, heritages, origins World wide- global based in Relationships that company forms Brand essence Friendship- offers Georgia, US/ quality/ taste the with its customer (s. Fournier) inspirations- passion feeling Reflection: Self-projection: Reflection: Self-projection: W hat is the typical buyer like How a customer sees himself/herself Inspiration- teenagers happiness- Share- assigned names instead of the (they are)? with the brand and how it makes sharing logo / emotional self- expression/ him/her feel (I am) happiness Picture of receiver Picture of receiver 41 42 THE BRAND IDENTITY PRISM (KAPFERER, 2012) THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Picture of sender Personality: Personality: Physique: Physique: …………………………… …………………………… …………………………… …………………………… … … … … … … … … …..….. … … … … … … … … …..….. … … … … … … … … …..….. … … … … … … … … …..….. Externalization Externalization Internalization Internalization Culture: Culture: Relationship: Relationship: …………………………… …………………………… …………………………… … … … … … … … … …..….. …………………………… … … … … … … … … …..….. … … … … … … … … …..….. … … … … … … … … …..….. Reflection: Self-projection: Reflection: Self-projection: …………………………… …………………………… …………………………… …………………………… … … … … … … … … …..….. … … … … … … … … …..….. … … … … … … … … …..….. … … … … … … … … …..….. Picture of receiver Picture of receiver 43 44 11  17/11/2024 R THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender 4- BRAND CULTURE Personality: Physique: …………………………… …………………………… … … … … … … … … …..….. … … … … … … … … …..….. DR. NOUF ALRAYES Externalization Internalization Culture: Relationship: …………………………… …………………………… … … … … … … … … …..….. … … … … … … … … …..….. Reflection: Self-projection: …………………………… …………………………… … … … … … … … … …..….. … … … … … … … … …..….. Picture of receiver 45 46 INTRODUCTION WHAT IS BRAND CULTUR? ¡ Culture can be defined as the ideas, customs, and social behavior of a group of people ¡ As a corporate brand grows and develops, its culture evolves. ¡ Branded organizations can manage their cultural assets to deliver deeper ¡ The brand culture has the potential to be an asset if it is valued, managed and curated meaning to both employees and customers with care. ¡ Poor culture and the absence of values can lead to brand failure. 47 48 12  17/11/2024 R BRAND CULTURE COMPONENTS History è the origins of the brand Sharing cultural history by Word-of-Mouth from one generation to the next. Ethos è the ideology and values of the brand Language è how the brand communicates 1- HISTORY If you share a good story of how the brand began and People è the community behind the brand the motivations behind its origins, there will be a better chance of sharing the brand meaning with a Leadership è the brand’s champion bigger audience. Traditions è unique behavior connected with the behavior Sensations è the 5 senses Physical elements è buildings, environment, and interior 49 50 HISTORY CONSIDERATION FOR WRITING A BIG STORY ¡ It should be ¡ Simple ¡ Credible If you tell a powerful story, Stories are a great way of A great story makes ¡ Emotional people will happily retell that grabbing our attention and deeper impression when story for free. conveying ideas and important ¡ Including an element of surprise messages in a memorable we can personally identify format with the people involved 51 52 13  17/11/2024 R ETHOS EXAMPLE If you were operating in the fishing industry and wanted to build a barnd based on “fresh- Corporate social responsibility A strong ethos can connect Brands that practice a strong line caught tuna”, an ethos focused on (CSR) è a “must-have” policy for every large organization everyone in the organization to a common goal ethos are more likely to develop long-term relationship cleaner oceans would be relevant with customers with similar interests 53 54 CONSIDERATION FOR BRAND ETHOS Brand language is the vocabulary used as a way of verbal identity It creates a deeper level of continuity in ¡ It should the expression 3- LANGUAGE ¡ Meet expectations ¡ Reflect the personality of the brand ¡ It has to be delivered through purpose, mission, and values Word choice can be delivered through brand name and logo 55 56 14  17/11/2024 R 3- LANGUAGE The strapline Powerful words are the verbal is the first step The values will Brand add passion to positioning will in the verbal the voice provide accent “echo” of the brand expression 57 58 CONSIDERATION FOR BRAND LANGUAGE Compelling brands create their own communities ¡ It should A strong brand culture can embrace a lifestyle choice 4- PEOPLE ¡ Reflect the brand personality ¡ Be relevant with the accent of the brand ¡ Be consistent with the brand signature When brands acquire meaning, they ¡ Reflect the audience characteristics become essential to people’s live 59 60 15  17/11/2024 R PEOPLE ¡ When a brand becomes attached to lifestyle, it will attract deeper feelings of ownership and the opportunity for feedback and involvment increases Do successful brands attract a certain type of employees as ¡ People are fundemental to the success of any well as customers? organization 61 62 CONSIDERATION FOR PEOPLE (BRAND COMMUNITY) From the CEO in the organization via line managers, strong brands thrive on bold , accountable leadership 5- LEADERSHIP ¡ Who is interested? The role of the champion brand, conveying ¡ Create an event or a sponsor their passion and enthusiasm to employees, customers, suppliers and all stakehoders ¡ The type of fan club groups 63 64 16  17/11/2024 R CONSIDERATION FOR BRAND TRADITIONS Brands can create their own traditions ¡ It should 6- TRADITIONS ¡ Complement the brand vision Some brands leverage from the ¡ Be true to brand values festive mood at seasonal occasion ¡ Match brand’s personality ¡ Be relevant to the brand 65 66 SIGHT Each sense provides the brand owner with a tool to design the customer experience 7- SENSATIONS ¡ Brands can be recognized at distance or in Sight Sound crowded environment by their use of color Identifing the brand through the 5 senses Touch Sm ell and form Taste + Intuition 67 68 17  17/11/2024 R SIGHT SIGHT One of the important “sight” elements is PACKAGING (silent makekting) Is the design of your product or service unique? 69 70 PACKAGING (THE SILENT MARKETING) PACKAGING (THE SILENT MARKETING) DIFFERENTIATED PACKAGING ¡ Benefits of packaging ¡ Differentiation ¡ Increase brand awareness ¡ Strengthen brand identity in customers’ mind 71 72 18  17/11/2024 R PACKAGING (THE SILENT MARKETING) IDENTIFIABLE PACKAGING SOUND ¡ How sounds contribute qualities that become a part of the subconscious brand experience ¡ The soft sound of a car door closing or the default ringtone on your smartphone 73 74 SOUND TOUCH ¡ Our sense of touch plays a primary role in the ¡ Which song do you think matches your brand? evaluation and understanding of our environment. ¡ By touching an object, we can discover its weight, dimensions, texture, and temperature. 75 76 19  17/11/2024 R TOUCH TOUCH ¡ Luxury brand owners are expert at seducing the customer through the sense of touch: silk, velvet, leather, precious metals are all used to great effect to What kind of unique aspects your brand has? stimulate sensory satisfaction 77 78 SMELL SMELL ¡ It might be irrelevant to focus on the scent for the intangible product or service brand, such ¡ Smell is a subtle tool that have a huge effect as insurance company, banks, but consider the on the perception of your brand culture staff, customers and suppliers who visit the organization’s place. 79 80 20  17/11/2024 R SMELL SMELL ¡ To activate sensations in services (intangible products): ¡ Fresh coffee & flowers in reception Is there a particular scent you can associate with your brand ¡ Lemon scent in the rest room experience? ¡ The policy of not allowing foods & drinks 81 82 TASTE TASTE ¡ Outside the food & restaurant trade, taste may seem like the least likely sense to embrace ¡ Consider how many cups of coffee and tea you have consumed What brands would recognize in terms of the taste? ¡ If the taste is good, you will feel valued and welcome. ¡ It it tastes bad, you will sense the feeling of careless from the host. 83 84 21  17/11/2024 R INTUITION INTUITION ¡ The sense of intuition has a huge influence on our choices in life; it’s that gut feeling you get when something feels just right ¡ If you consider your brand as a person, you increase Have you ever avoided a product or a service because of gut the opportunity for emotional engagement. feelings, because your instinct guided you? What was wrong? ¡ Authentic brands are genuine; they win our confidence and are understood immediately without even noticing. 85 86 ADVERTISEMENT THAT ACTIVATES SENSATIONS The culture is reflected through people, products, and buildings, and the environment they occupy. 8- PHYSICAL ELEMENTS It’s not just the buildings, it’s the interiors and the way they are furnished and functioned as a living and working space that tell us so much about how they treat their own people 87 88 22  17/11/2024 R EXAMPLE EXAMPLE 89 90 LADUREE CULTURE (LUXURY SWEET) LADUREE CULTURE 91 92 23  17/11/2024 R INTRODUCTION 5- BRAND SUSTAINABILITY ¡ The fast change in social media has provided opportunities and threats to brands, DR. NOUF ALRAYES making it easier for consumers to celebrate and criticize the products and the services they use ¡ The successful implementation of any brand identity requires digital artwork and guidelines 93 94 BRAND TOUCHPOINTS BRAND TOUCHPOINT ¡ Touchpoints are the chain of interactions that ¡ Touchpoints are critical in delivering a pleasant customer experience. collectively form the customer experience. ¡ The evaluation of touchpoints can reveal weaknesses in the relationship and provide ¡ Each touchpoint tests the brand promise. opportunities to improve brand experience. 95 96 24  17/11/2024 R BRAND TOUCHPOINT BRAND TOUCHPOINT ¡ Guests at expensive hotels would notice the absence of bathroom luxuries like soaps, shampoos and scent because the inclusion of these details as an indicator that the ¡ The process of monitoring touchpoints can lead to innovation, and the commitment customer is valued. to contious improvement should create new levels of service value ¡ Viewing the bigger picture enables the brand manager to see new connection 97 98 CUSTOMER JOURNEY THE AREAS OF BRAND TOUCHPOINTS ¡ The customer journey provides a method for evaluating customer satisfaction. Awareness Commitment Loyalty 99 100 25  17/11/2024 R 1- AWARENESS TOUCHPOINT 1- AWARENESS TOUCHPOINT The pre-purchase phase of the journey Pre-purchase touchpoints serve to inform the customer audience why The customer relationship and concerns the touchpoints provide before purchase this brand is better than any other on the market and how it is relevan to their life The touchpoints delivered to the audience are è Personal recommendations/ advertising/ email/ website/ social media 101 102 2- COMMITMENT TOUCHPOINT 2- COMMITMENT TOUCHPOINT The purchase phase of the journey The customer has raised their awareness of the brand and is now committed to This phase is critical in confirming the customer’s choice in making the an investment in the brand right decision The touchpoints delivered to audience are è Point of sale/ employee behavior/ packaging/ product design/ online performance 103 104 26  17/11/2024 R 3- LOYALTY TOUCHPOINT SOCIAL MEDIA The post-purchase phase of the journey ¡ A brand is not what the owner say it is, it’s what the customers say it is The outcome of the brand performance will affect the likelihood of them ¡ Social media give customers a very loud voice to buying again or referring the brand to their family and social circle share exactly what’s on their mind This touchpoints that concern the meeting customers’ expectations are è Customer support, instructions, help desk, follow-up communications through telephone, email 105 106 “” SOCIAL MEDIA Customers trust customers not the brand ¡ Social media repesent an important tool for keeping the conversation about your brand flowing on social media 107 108 27  17/11/2024 R CONSIDERATION FOR SOCIAL MEDIA ¡ The online brand strategy should integrate ¡ Without a clear strategy for posting an online content, poorly seamlessly with the audience’s experience in the physical world written messages, and irrelevant videos can do great harm to ¡ The tone of voic, use of language, and images should the reputation of the brand be consistent in both online & offline communication 109 110 PROTECTING YOUR BRAND ASSETS 1- LICENSING ¡ When a brand really stands for something, it becomes attractive to other brands that are eager to borrow some of the successful brand’s value to sell their own products and services. Licensing Franchising 111 112 28  17/11/2024 R CONSIDERATION FOR LICENSING 2- FRANCHISING ¡ Franchising is selling the rights of one brand to another party in another country 1. The licensed product or service should reflect: ¡ Franchisorè sells the right of the business model to an entrepreneur (the 1. The brand values franchisee) ¡ Franchisee è buys the right from (the franchisor) to use the proven branded 2. The quality associated with the brand format for a fixed period of time in an agreed geographical location 113 114 CONSIDERATION FOR FRANCHISING INTELLECTUAL PROPERTY (IP) 1. It is important to match the values and the culture in both locations ¡ Intellectual property protects the brand 2. Important to note that the franchisee will affect customers perception of the brand 115 116 29  17/11/2024 R PROTECTING THE BRAND NAME THREE MAIN CATEGORIES OF INTELLECTUAL PROPERTY (IP) Offline Online ¡ Trademark ¡ Copyright Check the legal availability before Check the availability of matching getting too attached to your choice internet domain names for your ¡ Design right Check the governmental regulations website and usernames for social media accounts ¡ Patents for your region 117 118 TRADEMARK COPYRIGHT ¡ Protecting unique distinctive words, logos, slogans, and ¡ Protect literature, drama, music, art, sound recordings, designs that identify branded goods and services and film 119 120 30  17/11/2024 R DESIGN RIGHTS PATENTS ¡ Protecting the processes and feature that make things ¡ Protecting the shape and the visual look of an object work 121 122 Strategic Brand Management: Building, Measuring, and Managing Brand Equity CONSIDERATION OF INTELLECTUAL PROPERTY Fifth Edition, Global Edition Chapter 10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Confidentiality Agreements Database rights Protection Copyright © 2020 Pearson Education Ltd. All Rights Reserved 123 124 31  17/11/2024 R Learning Objectives (1 of 2) Learning Objectives (2 of 2) 10.1 Describe effective qualitative research techniques for 10.4 Explain the role of social media monitoring “control tapping into consumer brand knowledge rooms” as a marketing research tool 10.2 Identify effective quantitative research techniques for 10.5 Profile and contrast some popular brand equity models measuring brand awareness, image, responses, and relationships 10.3 Outline how big data can help with understanding brand perceptions and brand positioning Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 125 126 Figure 10-1: Understanding Consumer Behavior Qualitative Research Techniques Who buys our product or service? Free Association Who makes the decision to buy the product? Projective Techniques Who influences the decision to buy the product? How is the purchase decision made? Who assumes what role? Zaltman Metaphor Elicitation Technique What does the customer buy? What needs must be satisfied? Neural Research Methods Why do customers buy a particular brand? Where do they go or look to buy the product or service? Brand Personality and Values When do they buy? Any seasonality factors? What are customers’ attitudes toward our product? Ethnographic and Experiential Methods What social factors might influence the purchase decision? Does the customers’ lifestyle influence their decisions? How is our product perceived by customers? How do demographic factors influence the purchase decision? Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 127 128 32  17/11/2024 R Free Association Projective Techniques (1 of 2) Simplest and often most powerful way to profile brand Diagnostic tools to uncover the true opinions and feelings associations of consumers when: Subjects are asked what comes to mind when they think – Unwilling or otherwise unable to express themselves of a brand on these matters – No more specific probe or cue than perhaps the Present consumers with ambiguous stimulus and ask associated product category them to make sense of it Used mainly to identify the range of possible brand associations in consumers’ minds Answers help marketers clarify the range of possible associations and assemble a brand profile Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 129 130 Projective Techniques (2 of 2) Zaltman Metaphor Elicitation Technique (1 of 2) Completion and Interpretation Tasks Uncovers hidden consumers’ knowledge – Classic projective technique – “a technique for eliciting interconnected constructs that influence thought Use incomplete or ambiguous stimuli to elicit consumer thoughts and and behavior” feelings construct refers to “an abstraction created by the researcher to capture common ideas, concepts, or themes expressed by customers” Comparison Tasks – Ask consumers to convey impressions by comparing brands to: People, countries, animals, activities, fabrics, occupations, etc. Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 131 132 33  17/11/2024 R Figure 10-3: Application of ZMET to Intimate Apparel Zaltman Metaphor Elicitation Technique (2 of 2) Market ZMET study starts with a group of participants – Asked in advance to think about the research topic Collect a set of images from their own sources that represent their thoughts and feelings about the research topic – Bring images with them for a one-on-one interview – When interviews are complete Researchers identify key themes or constructs, code the data, and assemble a consensus map of the most important constructs Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 133 134 Neural Research Methods Brand Personality and Values Neuromarketing Brand personality – Study of how the brain responds to marketing stimuli, including brands – Human characteristics or traits that consumers can attribute to a brand Research indicates that consumer buying decision is a unconscious habitual The big five: factors (with underlying facets) of brand personality: process – Sincerity Some firms apply sophisticated techniques: – Excitement – EEG (electroencephalogram) technology – Competence – Functional magnetic resonance imaging (fMRI) – Sophistication – Ruggedness Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 135 136 34  17/11/2024 R Figure 10-4: Brand Personality Scale Measures Ethnographic and Experiential Methods Researchers are tapping more directly into consumers’ actual home, work, or shopping behaviors – This may help elicit more meaningful responses Ethnographic researches uses “thick description” based on participant observation Extract and interpret the deep cultural meaning of events and activities Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 137 138 Quantitative Research Techniques Brand Awareness Brand Awareness Related to the strength of the brand in memory Brand Image – Reflected by consumers’ ability to identify various brand elements Other Approaches Describes the likelihood that a brand will come to mind in different situations – Recognition – Recall – Corrections for guessing – Strategic implications Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 139 140 35  17/11/2024 R Brand Image Other Approaches Associations that consumers hold for a brand More complicated quantitative technique to assess overall brand uniqueness Useful for marketers to make a distinction between: – Multidimensional scaling (MDS), or perceptual maps – Lower-level considerations (performance and Procedure for determining the perceived relative images of a set of imagery) objects, such as products or brands – Higher-level considerations (judgments and feelings) Transforms consumer judgments of similarity or preference into distances represented in perceptual space Beliefs – Descriptive thoughts that a person holds about something Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 141 142 Figure 10-8: Hypothetical Restaurant Perceptual Map Social Media Listening and Monitoring Social media monitoring – Fast-growing and increasingly specialized area of marketing research Dashboard – Summary of key statistics associated with a brand – May include: Number of engagements of brand messages across various social media platforms Sentiment associated with social media messages Topics that are related to a brand Lists of keywords that are associated with a brand Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 143 144 36  17/11/2024 R Brand Responses Brand Relationships (1 of 2) Purchase Intentions Characterized in terms of brand resonance and measures for following key dimensions Likelihood to Recommend – Behavioral loyalty – Attitudinal attachment – Sense of community – Active engagement Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 145 146 Comprehensive Models of Consumer-Based Brand Brand Relationships (2 of 2) Equity Behavioral Loyalty BrandDynamics Attitudinal Attachment – Bonding – Advantage Sense of Community – Performance Active Engagement – Relevance Fournier’s Brand Relationship Research – Presence Relationship to the CBBE model – Five sequenced stages of Millward Brown’s BrandDynamics model to the four ascending steps of the CBBE model Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 147 148 37  17/11/2024 R Figure 10-13: Summary of Qualitative and Figure 10-14: Four Pillars Assess Brand Quantitative Measure Health, Development, and Momentum I. Qualitative Research Techniques B. Brand Image Free association Open-ended and scale Adjective ratings and checklists measures of specific brand Projective techniques attributes and benefits Photo sorts Strength Bubble drawings Favorability Story telling Uniqueness Personification exercises Overall judgments and feelings Role playing Overall relationship measures Experiential methods Intensity Activity II. Quantitative Research Techniques A. Brand Awareness Direct and indirect measures of brand recognition Aided and unaided measures of brand recall Copyright © 2020 Pearson Education Ltd. All Rights Reserved Copyright © 2020 Pearson Education Ltd. All Rights Reserved 149 150 Strategic Brand Management: Building, Figure 10-15: Pillar Patterns Tell a Story Measuring, and Managing Brand Equity Fifth Edition, Global Edition Chapter 13 Introducing and Naming New Products and Brand Extensions Source: BrandAsset Consulting. Used with permission. Copyright © 2020 Pearson Education Ltd. All Rights Reserved Cop