Brand Navigation(sm) A Qualitative Exploration of Brand Equity, RI 2003

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Brand Navigationsm

A qualitative exploration of brand equity

© Research International 2003

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What is Brand Navigationsm ?

A philosophy to provide an holistic and detailed

understanding of consumer relationships with

brands and the resulting brand equity

A “sister” to Equity Enginesm

Equity Enginesm quantifies the relative strength

of brands and the underlying drivers of brand

equity

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What is brand equity?

An understanding of the

overall strength of a brand

in terms of its emotional and functional

benefits as

perceived by the consumer

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Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

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Affinity versus performance

Coherence is essential between...

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

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Heritage

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity: authority

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Authority: heritage, trust, innovation

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Weight of years

Versus

Beware of ‘fake’ heritage: founder myths need

substance

Authority - Heritage

Experience

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«technical»

brand has a

know-how

proved itself

Personal

experience

« Peers’»

experience

«cold» Trust «warm» Trust

Authority - Trust

Corporate Trust

Expertise and

Performance

Trust

Relationship

Trust Ethical Trust

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Authority - Innovation

Dynamism

Research &

Technology

Speed Creativity

Useful Trivial

Evolution Revolution

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Affinity: identification

Bonding

Caring

Nostalgia

Authority

Identification

Approval

Affinity

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Identification - bonding, caring, nostalgia

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Ubiquity Respectful/

Attentive Transparent

Makes things

easier

Bonding

Relational

Identification - Bonding

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Guardian Angel Active audience

Caring

Softness/ Reassurance

«I understand you»

Identification - Caring

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Attractiveness A sense of ritualisation

Nostalgia

Breaking away

Regression Sensory Tribal

Identification - Nostalgia

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Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Affinity

Affinity: approval

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Approval - prestige, acceptability, endorsement

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Exclusivity Knowledge

Prestige

History

• Refinement

• Quality

• Elegance

Approval - Prestige

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Social Neutrality

Conventional, conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

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Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a «badge»

Approval - Endorsement

Outer = Status & distinct

Inner = Personal

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Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

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Authority - approaches to understanding core

symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions with

consumers:

Genealogy/Family tree

Personification of the «Founding Father» & family

Obituary/Reincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

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Identification - approaches to understanding brand

and user personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

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Approval - approaches to understanding brand

social personality

Brand party/

game Role playing

War of

brands Shopping

basket...

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Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

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Approaches to understanding performance

Free associations

Product mapping/sorting

Product’s recipe

Similarities/Dissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslow’s hierarchy of needs

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The interaction of:

The «objective» Brand

The residual impression left

in the consumer’s mind, of the

ideas, images and messages

that

have been projected at the

consumer

The «subjective» Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the consumer brand

relationship

Consumers’ Attitudes Brand’s Attitudes

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Approaches to understanding brand-consumer

relationships

Brand Families

Relationships

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Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levi’s

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father & son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

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Benefits of the approach

A toolbox of techniques to provide a deep and comprehensive

understanding of brands and their equity

Provides an easily understood map of brands in the market

Generates a model to give direction to where the brand should

go

In the context of extensive global knowledge and

understanding of brands and how they work

Some examples of outputs

Heinz Big Soup

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Long standing reputation

and leadership

Trust

Innovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again, trust in Heinz per se. Current and

past experience of HBS has always been

positive/positive expectations in non users

Evolutionary innovation a facet of Heinz, the

parent. HBS has fallen behind: it has

become a bit forgotten

The Model

Brand Navigationsm

Heritage

Trust

Innovation

Au

tho

rity

The brand as something one

can trust or rely on

Leading edge, at the forefront

of new development

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Heinz is a friend/soup has very positive,

warm values. HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs: convenience, range of

usage occasions, “real food”

Personal memories of Heinz are positive -

always used at least some of their

products. Non controversial brand:

prepared to use others within the stable

The Model

Brand Navigationsm

Brand with which the

consumer feels comfortable

emotionally

Understanding the consumer

as an individual, knows what

he/she needs

Associated with happy

personal memories

Bonding

Caring

Nostalgia

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The Model

Brand Navigationsm

Mainstream and approachable.

Ubiquitous. Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine?

Prestige

Acceptability

Endorsement

Upmarket, upscale or Upmarket, upscale or premium premium

Seen as a ‘good choice’ by Seen as a ‘good choice’ by peers peers

Used or approved by experts Used or approved by experts or ‘people I respect’ or ‘people I respect’

Slendertone

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Slendertone – Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment.

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand.

“Slendertone’s been around for years” (Female Non-User London)

“They’re a reputable company with a wide range of products”

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

“Maybe it was developed out of physiotherapy or sports injury”

(Female Non-User London)

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This unknown stem of creation is not a spontaneous thought in the consumer mind,

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product.

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name. An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works.

This ‘medical’ tone to the brand could be further exploited although care would need to

be taken to retain the ‘warmth’ which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer, more attractive body.

“Slendertone understand our problems” (Female User London)

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The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field.

“Its got to be from California because it sounds like an American name…It

sounds American from someone involved in gyms” (Male Non-User London)

“Americans started it as a gimmicky quick fix or those already involved in

exercise” (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years.

“I knew they were around and then they went very quiet” (Female User London)

“In the early days Slendertone had a bad name because of bad experiences

but it has stood the test of time” (Male Non-User London)

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Trust

There is a fairly consistent level of scepticism surrounding EMS products in general,

especially amongst men. However, because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability.

‘Clinical Proof’ is a frustrating term to some as there is no solid or ‘real’ explanation as

to what this phrase actually means. It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning, whereas respondents crave ‘real’

and tangible proof of the product’s performance. In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added.

The tone and imagery used on previous advertisements is something that equates to ‘a

dodgy product’ for many consumers.

“The brand doesn’t get any backing from the adverts” (Female Non-User London)

RIO - Global Branding

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“It is status symbol but anyone can have it …”

Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique, Authentic

Coca-Cola is the leader and the rest are

imitators”, Chile

Levi’s It is about being authentic, being

yourself, Greece

Nostalgia

“ever since you are a child, you are taught

that the TV set has to be a Sony, which was

the one my grandmother and my mother

used to have” Colombia

Transcended origin

“I grew up with Coca Cola, it is so close to

me now that I don’t even think that it is an

American brand.”

Universal/ individual

Coca-Cola is for everyone” gives a feeling

of universality and at the same time

considers everyone’s individuality Mexico

“Coca Cola It is what it says it is, ‘Always’:

for all ages, for all kinds of people, for all

seasons, for all moments, Greece

“if I wear Nike there is no need to say

anything,

‘I’ve got friends in India and they talk

the same way about Levi’s…it’s about

finding out what you have in common’

UK

Bonding

Sony is really cool, hip and outgoing. I

believe it is my best friend. I play it, listen to

it and enjoy it as much I can.” USA.

“Nike is the town to be. All my friends wear

Nike. What would I be without Nike, USA

‘Just do it reflects Australian mentality’

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“Increase the value of the one who

uses them.”

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

“I bought it because it is Swiss, it is

high quality just like watches, Swiss

means precision and reliability”, Chile

Leadership

A powerful brand is a brand that has the

ability to command respect, Zimbabwe

Highly aspirational

If I could, I would die for a Chanel suit”,

Argentina

“I will give everything to have this car.

BMW. “

“I would love to have a BMW. Can you

imagine? Me in a BMW... Wow!”

Panama

“ I would like to buy a BMW, I like its quality

and design and also it is a prestigious car,I

would be so proud of myself if I ever drive

it…” Turkey

“ When I wear a known brand, I like showing

off. When you look at a person wearing a

known brand it seems like the person is rich

and wealthy. …” Turkey

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“Trusted, silver medal winners”

“I love my Visa card… I feel I can do just anything, it opens the

doors for you”, Chile

“The highest level of a brand is reached if

it stands for a product category like UHU.”

(Austria) Strong investment in research and development

Brands a little lower in terms of

globalness and affinity people assume

that they are less known/ have less

success at a global level). Silver

medal,

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

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“Feel Close”

Heritage,

“Nescafé has always been in my home” /

“My mother used to make fudge with

condensed milk Nesté”, Chile

“ As Lipton has a long history in Turkey it has

become like a local brand in our minds and we see

Lipton as a local brand…”. Turkey

Trust

“Nestle, because there is a tradition, that’s

why I identify myself with it, it’s guarantee,

total quality”, Colombia

Nostalgia

“perhaps the first ice-creams at the oratory

were in point of fact Algida’s, who can forget

the Cuore di Panna, Cornetto “the mad

passion” of so many summers” Italy

Feel local

“Vegemite is local even though it is owned

by a multi-national - no other country would

touch it” Australia

“Global locals have Australian ads eg. ‘Heinz

meanz beanz’”

Identification

“they are ours … they are homely,

approachable, close and warm-hearted…

they form part of our history” Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

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“Make you feel proud”

Trust

“JC Penney is just satisfied with being who

they are. They’re not trying to go it big

(international).” USA

"They've grown in a good way, without

crushing anyone" Belgium

Acceptability

This group of local brands tend to attract

young ‘go-getters’ (e.g. directors of black

owned companies, young black

entrepreneurs, ‘the nouveaux riches’ etc.)

more and more successfully: “they are

getting there”, SA

Pride

“Tusker is great beer, you can find it even in

America, Kenya

Qantas“It makes me proud and it’s a great

product and a good ambassador for

Australia”

Belgians still make some good things”, It's

also a matter of pride for us"

Put your country on the map

Fosters is from Australia, but I call it global.

More people drink it overseas than they do

here; the same as Guinness for Ireland. It’s

recognisably Australian but for an overseas

market” Australia

‘That is why I am proud off Heineken, they

put our country on the map’ Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

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“Ours”

Heritage

“Local brands represent South Africa

and what it all about”

“Campbell soup is a real American

brand. My mother used it and now I am

using it as well.” USA

Trust

"I tell myself it's not been messed

about with as much, it's less

industrialized" Belgium

They are always there… the products

we use on a daily basis” Kenya

Nostalgia

We grew up with those things. My mother

won’t be wrong feeding me Jungle Oats.

That is what I will be feeding my child for the

next million years’’, SA

Reeb Beer (shanghai local brand)” - its

advertising said Shanghai is the place that I

was born, I drank beer first time, I fell in love

first time, …the forever innocent times”

China

Care

“get to the consumer by his feelings,

understand us better” Argentina

Low prestige

You cannot boast of having a local brand”

Kenya

“

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

A powerful visual system for exploring

brands

BrandSight Gallerysm

© Research International 2002

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Adding Value by

making brands

come

alive

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A qualitative and quantitative framework for assessing brands

without people having to put their feelings into words, which

provides an in depth vision of a brand’s core symbolic values

and personality

Validated globally and used in over 30 countries in a wide

range of categories, from packaged goods to financial services

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Why an image based research tool?

Branding, as a process, focuses more on intangibles than

tangibles

the image, the personality, the quality of the relationship between

brands and consumers

Researching intangibles is hard

verbal questioning tends to elicit rational, top of mind responses

hence our use or projective techniques in general

“A lot of our knowledge lies so deeply imbedded in our brains that it rarely surfaces.

To get at this ‘hidden knowledge and feelings’ we need more indirect techniques

to get at what people don’t know they know and feel.“

(Jerry Zaltman)

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And people are different

We do our own, individual categorising of people and things

based on our own experience, knowledge and attitudes

AND, on our innate and hidden prejudices, emotions and all

the things that go into making us what we are

Rational, conscious, obvious 10%?

90%?

Emotional, unconscious, done on auto-pilot,

deep, hidden, deeply personal

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56

Brand

personality

Brand

- consumer

relationships

Brand

image

Branding issues today

Increasing focus on non-tangible factors

57

The marketing need

Difficult to get into the consumer’s mind

Important to understand:

real, deeper feelings and emotions about brands

that drive consumer choice & behaviour

58


Collections of images

internationally standardised

Used projectively to trigger associations, sensations & feelings

Can be used qualitatively or quantitatively

Two separate collections to reflect different ways in which

brands are expressed

Core Values

Brand Personality

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K5 K6 K7 K10 K13

BrandSight Gallerysm Core Values

I2

A1

K14

J1

A2

K16

K1

C2

K17

K2

G1

K18

K4

H2

K20

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Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Core Values model

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

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Rejection

Identification

Static Dynamic

Source: RI case study

Analysing the audio market - Sony

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Analysing the audio market - Philips

Rejection

Identification

Static Dynamic


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Rejection

Identification

Static Dynamic

Analysing the audio market - Bang & Olufsen


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Validation

- 140 group discussions in 32 countries

Some example outputs

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Sincerity


Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Core Symbolic Values Model: VW

Rejection

Identification

Static Dynamic

K1

J1 K2 K4

I 2

K17 A1 K16

(2) (3) (2) (3) (3)

(1)

(2)

(2) (14) (11)

(8)

(5)

(6)

(1)

(1)

H2

Internal Case Study

(13) (34)

(3) (6)

(2)

(8)

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Sincerity


Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Core Symbolic Values Model : BMW

Rejection

Identification

Static Dynamic

K1

J1 K2 K4

I 2

K17 A1 K16

(2) (4) (2) (1)

(2) (2)

(5)

(1) (3)

(2)

(1)

(2)

(o)

(1)

H2 (3)

(13) (6)

(9) (2)

(2)

(2)

(13) (6)

(9) (2)

(2)

(2)

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Sincerity


Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Core Values: FTN

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(4)

(3)

(3) (2)

(2)

(2) (1)

(1)

(23)

(4)

(1)

(4) (2)

(11) (6) (2)

(6) (5) (23)

(1)

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Discrete forms

Face

Colour

A set of human characteristics associated with a given

brand

Sounds

Age

Personality

Gender

Brand personality

Social class

70

Sincerity

Family

orientated,

Small Town

Genuine,

wholesome,

original

Cheerful,

sociable

Brand personality framework

Excitement

Daring,

trendy,

provocative,

exciting,

Imaginative,

unique

Humorous,

unique

Independent,

witty

Independent,

self reliant,

up to date,

contemporary

Competence

Reliable,

hardworking,

secure

Successful,

leader,

confident

Intelligent,

technical,

corporate

Sophistication

Upper Class,

glamorous,

good looking

Good taste,

Refined culture

Charming,

appealing,

feminine,

smooth

Ruggedness

Outdoorsy,

nature,

masculine

Tough,

rugged,

masculine,

physical power

Nurturing,

supporting,

caring

Purity,

balance,

natural,

mild

Refreshing,

energising,

fresh

and natural

(Japan only)

Support

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Sophisticated ? Feminine ? Young ? Hard working ? Glamorous ?

Single images don’t work

72

‘Successful’

73

‘Feminine’

74

Outdoorsy, nature, masculine

75

Tough, rugged, masculine, physical power

76

The personality model

Friendly

(convivial,

sociable,

emotional)

Serious

(rational,

technical)

Daring

(assertive, bold)

Calm

(receptive,

secure)

Sharing

(collaborative,

caring,

supportive)

Individualistic

(confident,

independent)

Lively

(spirited, energetic)

Reserved

(controlled, reassuring)

Nurturing, supporting, caring

Tough, rugged, masculine,

physical power


Charming, appealing, feminine, smooth

Upper class, glamorous, good looking

Intelligent, technical, corporate

Successful, leader, confident

Reliable, hardworking, secure Up to date, contemporary

Independent, self reliant

Humorous, witty

Imaginative, unique

Daring, Provocative, Trendy, Exciting

Cheerful, Sociable, Friendly

Genuine, nature, wholesome, original

Family orientated, small town,

average, traditional

Good taste, understated, refined culture

Purity, balance,

natural, mild

77


Collections are culturally dependent

Asia West, CEE & Latam

78

Broad range of uses

Differentiate the brand meaningfully from competitors

Understand which elements contribute to consumers’

perceptions of the brand personality

Create brand personality traits which are relevant for the target

Optimise communication efforts

79

Validated in 36 countries

Validated

80

Tough, rugged, masculine, physical power

Outdoorsy

Provocative

Hardworking

Technical

Exciting

Daring

Tough

Physical power

Rugged

Masculine

Top 10 positive deviations from

expectation (All countries)

81

Consistent response

Emotional

Rational

Tough

Gentle

Feminine Masculine

Active

Passive

Japan Czech Venezuela

USA

Uruguay UK

Taiwan Spain

Russia Philippines

Norway

Netherlands

Mexico Korea

Hungary

Hong Kong

Greece Germany

Finland Denmark

Colombia China Chile Brazil Austria Australia

Argentina

82

Qual Quant

The benefits of the collections

stimulating and

involving for

respondents

tried and tested

framework

easy to integrate

in ongoing

research

adds insight to verbal

and non verbal

methods

fast to

administer

structures qual

makes quant

richer

and deeper

understand

perceptions

across markets

and subgroups

robust and

comprehensible

outputs

differentiate

brands from

competitors’

tracks brands

over time

Some example outputs

84

9

1

NEW HOUSE

(9) (12)

(30) (19)

Brand Personality Model: VW

Friendly

(convivial,

sociable,

emotional)

Serious

(rational,

technical)

Daring

(assertive, bold)

Calm

(receptive,

secure)

Sharing

(collaborative,

caring,

supportive)

Individualistic

(confident,

independent)

Lively


Reserved




physical power








Humorous, witty

Imaginative, unique







Purity, balance,

natural, mild

(1)

(5)

(3) (16)

(2) (1)

(4)

(4)

(5) (2)

(1)

(3)

(o)

(11)

(2)

(5) (8)

(9) (12)

(30) (19)

Thumbnails of visuals in original

85

Brand Personality Model : BMW

Friendly

(convivial,

sociable,

emotional)

Serious

(rational,

technical)

Daring

(assertive, bold)

Calm

(receptive,

secure)

Sharing

(collaborative,

caring,

supportive)

Individualistic

(confident,

independent)

Lively


Reserved




physical power








Humorous, witty

Imaginative, unique







Purity, balance,

natural, mild

(2) (1)

(6) (5)

(15)

(4) (10)

(0) (3)

(5) (35)

8

12

(0) (3)

(5) (35)

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Brand personality: FTN

Friendly

(convivial,

sociable,

emotional)

Serious

(rational,

technical)

Daring

(assertive, bold)

Calm

(receptive,

secure)

Sharing

(collaborative,

caring,

supportive)

Individualistic

(confident,

independent)

Lively


Reserved




physical power








Humorous, witty

Imaginative, unique







Purity, balance,

natural, mild (1)

(3) (2)

(9)

(21) (20)

(7)

(2)

(5) (0)

(3) (59) (2)

87

Adding Value by

making brands

come

alive

88