strategic brand mgt wk9a chapter 9 final version-2

strategic brand mgt wk9a chapter 9 final version-2 - v...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
v 12/08/2000 v Strategic Brand Management
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
v 12/08/2000 Overview v Qualitative research techniques v Quantitative research techniques
Background image of page 2
v 12/08/2000 Introduction Measuring Sources of Brand Equity v Measuring brand equity is complex v The customer-based brand equity model provides guidance v Two (complementary) approaches: o Indirect approach – sources of equity (knowledge) o Direct approach – impact of knowledge on behavior
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
v 12/08/2000 Introduction Measuring Sources of Brand Equity . 608** * PDO associatio ns . 212** * . 236** * . 152* * . 135*** . 440** * Quality Warrant y Premiu m price Attitude towards Protected Regional Product . 134** * Consu mp. share Respo nse elastic ity Attitud e to Region Perceiv ed Quality Econo mic Suppor t . 294** * indirect direct
Background image of page 4
v 12/08/2000 Introduction Measuring Sources of Brand Equity v Qualitative research techniques o F ree association o Projective techniques o Experiential methods o Laddering v Quantitative research techniques o Awareness o Image o Brand response o Brand Relationships
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
v 12/08/2000 Qualitative Research Techniques Free Association v What does the Rolex name mean to you? v Primary purpose: o Identification of the range of possible brand associations in consumers’ mind o Also, get insights into strength, favorability and uniqueness of associations v Guideline: o Start general (transportation – car – BMW)
Background image of page 6
12/08/2000 Qualitative Research Techniques Projective Techniques v Diagnostic tool to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters. v
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 27

strategic brand mgt wk9a chapter 9 final version-2 - v...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online