Measuring Sources Of Brand Equity: Capturing The Consumer's Mindset
Published on Nov 19, 2015
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PRESENTATION OUTLINE
CAPTURING CONSUMER MINDSET
WISNU NUGRAHADI - IMAN AZKA - VINNO ZAHRAN - RAHMANDIKA ILHAM
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QUALITATIVE RESEARCH TECHNIQUES
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FREE ASSOCIATION
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COMPLETION & INTERPRETATION TASKS
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BRAND PERSONALITY AND RELATIONSHIPS
WHO WOULD THE BRAND BE LIKE IN PERSON? WHAT WILL IT SAY?
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BRAND PERSONALITY AND RELATIONSHIPS
WHO WOULD THE BRAND BE LIKE IN PERSON? WHAT WILL IT SAY?
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CRITIQUE
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RECALL
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IMAGE
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SPECIFIC, LOWER LEVEL BRAND ASSOCIATIONS
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BRAND PERFORMANCE
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4. STYLE AND DESIGN
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BRAND IMAGERY
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USER PROFILES
USER PROFILES
PURCHASE SITUATIONS
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USAGE SITUATIONS
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PERSONALITY AND VALUES
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HISTORY, HERITAGE, AND EXPERIENCES
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HISTORY, HERITAGE, AND EXPERIENCES
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GENERAL, HIGHER-ORDER BRAND ASSOCIATIONS
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BRAND JUDGEMENTS
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BRAND QUALITY
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EXCITEMENT
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EXCITEMENT
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SOCIAL APPROVAL
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SELF RESPECT
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KEY SUCCESS CRITERIA
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