03 Consumers

7/28/2019 03 Consumers

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image source: ronnestam.com


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quiz

application moments

not a wee lecture/exercisescontribution: compliment/complaint

image source: gmarketingarsenal.com


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application moments

image source: gmarketingarsenal.com

GRADE HERE


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6 weeks


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black

boxresponsestimulus

unpredictable consumersbut we try!


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four steps of brand building

1. ensure identification of the brand with customersand an associationof the brand in customers minds

2. establish the totality ofbrand meaning in the minds

of consumers3. elicit the proper customer responses to the brand

identification and brand meaning

4. convert brand response to create an intense, active

loyalty relationship between customers and the

brand


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four questions customers ask of brands

1. who are you? (brand identity)

2. what are you? (brand meaning)

3. what about you? what do I think or feelabout you? (brand responses)

4. what about you and me? What kind of

association and how much of a connectionwould I like to have with you? (brand

relationships)


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customer-based brand equity pyramid

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you and me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?source: Keller, 2008


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making a brand strong: brand knowledge

brand knowledge = a brand node in memory

with associations linked to it.

brand

knowledge
http://brainmaps.org/nodes3d-ss2.jpg


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sources of brand knowledge

1. brand awareness

brand recognition

brand recall

2. brand image

strong, favorable, and unique brand associations

both company and consumer initiated


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apple node/associations

cool

?

graphics

apple logo iPod

innovative

?

? ?


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enumerate your associations

YOUR FAV BRAND?

PolyEsthers Costume Boutique associations?


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company initiated associations

quality, service,

cleanliness, valuefast food

golden arches


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establishing brand awareness

repeated exposure to a point (for brand

recognition)

forging strong associations with the

appropriate product category or other

relevant purchase or consumption cues (for

brand recall)


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creating a positive brand image

brand associations

need to be favorable, strong, and unique

marketing communication is key


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RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =


3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =



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performance dimensions primary characteristics and

supplementary features

product reliability, durability, and serviceability

service effectiveness, efficiency, and empathy

style and design price


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imagery dimensions

who uses the product? demographic and psychographic characteristics

group perceptionspopularity


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imagery dimensions

purchase and usage situations type of channel, specific stores, ease of purchase

time (day, week, month, year, etc.), location, and context ofusage


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imagery dimensions

personality and values sincerity, excitement, competence, sophistication, and

ruggedness

history, heritage, and experiences nostalgia

memories


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RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =


3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =



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judgment dimensions

brand quality

value

satisfaction

brand credibility

expertise

trustworthiness

likeability

brand consideration

relevance

brand superiority

differentiation


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feelings dimensions

warmth

fun

excitement

security

social approval

self-respect

b d b d d


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RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =


3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =



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resonance dimensions behavioral loyalty

frequency and amount of repeat purchases

attitudinal attachment love brand

proud of brand

sense of community kinship

affiliation

active engagement seek information

join club

visit website, social media


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possible

sub-dimensions of

brand building blocks


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relating to hierarchy of effects models


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think/feel/do response wheel


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Social Commerce Brand Decision Process

Behavior

Do

Search

Share

Recommend:

read/write

AttentionKnowledge

Benefits

Interest/DesirePreference

Buying intention

Satisfaction

ActionPurchase

Repurchase

Other actions


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this campaign covers all steps

www.newyorkfestivals.tv 2009 gold award winner from France: Melting
http://www.youtube.com/watch?v=v7chZdvLV0w


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the marines


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Target


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Colgate


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Ikea
http://www.youtube.com/watch?v=fFHRAuvjOtQ&feature=fvwp&NR=1


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Land Rover


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BMW MINI Cooper


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Hema: producten.hema.nl/
http://producten.hema.nl/


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two-sided argument

source: www.vat19.com/


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The Elaboration Likelihood Model

source: Duncan, Integrated Marketing Communication/McGraw Hill


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research!

how to measure the consumers

black box?


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quantitative research techniques

awareness image

brand responses

brand relationships


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breadth quantitative research top-of-mind

unaided, aided

depth: how likely are you to purchase X brand (1-

7) how many times in the past month did you

purchase?

measuring brand awareness


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qualitative research techniques

diagnostic tools to uncover the true opinions

and feelings of consumers when they are

unwilling or otherwise unable to express

themselves on these matters free association

projective techniques

laddering ZMET


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qualitative research

free association: when you think of X brand,

what three words first come to mind?

associations. meaning, feelings,

imagery

free association for Levis


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free association for Levis

LEVIS

501

High quality, long lasting,

and durable

Blue denim, shrink-to-fit

cotton fabric, button-fly,

two-horse patch,

and small red pocket tag

Feelings of self-confidenceand self-assurance

Comfortable fitting

and relaxing to wear

Honest, classic,Contemporary, approachable,

independent, and universal

Appropriate for outdoor

work and casual social

situations

Western, American,blue collar, hard-working,

traditional, strong,

rugged, and masculine

BENEFITS

ATTRIBUTES

Symbolic

Usage ImageryUser Imagery

Brand Personality

Functional

Product-Related

Experiential

f l


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qualitative research

projective techniques

if (brand) was a car, what type?

if (brand) was a celebrity/sports figure, who would

it be?

if (brand) was a movie, which one would it be?

associations. meaning, feelings,

imagery


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brand personality and values

brand personalityrefers to the humancharacteristics or traits that can be attributed to abrand.

the big five sincerity (down-to-earth, wholesome, and cheerful)

excitement (daring, spirited, imaginative, and up-to-date)

competence (reliable, intelligent, and successful)

sophistication (upper class and charming)

ruggedness (outdoorsy and tough)Jennifer Aaker, 1997

accomplishment, belonging, self-fulfillment, self-esteem, family, satisfaction,security (7 from Wansink 2003)

l dd i d


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Attribute:

what kinds of features distinguish this brand fromother brands for the same product?

Consequences why is this important to you? What does it mean to

you? What is the meaning of this product having thisattribute?

Values keep asking why? until you

get at deeper values

laddering means to an end:

attribute, consequences, values

l dd i d


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Interviewer: Do you use Instant Messaging? (x product) Interviewee: Yes.

Interviewer: Why do you use Instant Messaging?

Interviewee: In order to talk to my friends.

Interviewer: Why is that important to you?

Interviewee: Because I enjoy socializing with my friends?


Interviewee: Because I get to learn all of the latest gossip.


Interviewee: Because I dont want to be out of the loop.


Interviewee: Because then I wouldnt know what is going on, and I would feelstupid.


Interviewee: Because I want to be considered cool, not stupid.

laddering means to an end:

attribute, consequences, values


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exercise do laddering technique on

their favorite brand

FIRST ASK WHICH BRAND THEY

REALLY LIKE AND USE A LOT


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Zaltman Metaphor Elicitation Technique

(ZMET) a technique for elicitinginterconnected constructs that influence

thought and behavior.
http://www.youtube.com/watch?v=NQzYclR8ufM


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exercise: zmet for PolyEsthers


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performance example

how important is each of these attributes? (get

them from qualitative research)

rate each product on each attribute (poor toexcellent)

imagery example

purchase and usage occasions quantitative who uses - qualitative

performance and imagery


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quantitative brand comparisons on quality,

credibility .

qualitative techniques for deep feelings

judgments and feelings


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quantitative memorable behaviors

e.g., brand loyalty, club membership, season pass

qualitative attitudes, feelings, deep

associations

e.g., attachment, kinship to brand

resonance

lit ti th tit ti


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qualitative then quantitative

ask open-ended questions to tap into thestrength, favorability, and uniqueness of

brand associations.

these associations should be rated on scalesfor quantitative analysis for generalization.


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1. seek previous research studies/reports

2. interview company marketing staff or

retailers

guides consumer research

helps develop brand core values/promise

3. conduct primary research

research


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feelings, imageryhard to interpret

try any of these techniques

free word association (when you think of this brand,

what comes to mind) adjective checklists/ratings (but can limit response)

projective techniques (if x brand were a celebrity)

bubble drawings

Metaphor elicitation (ZMET pictures)

consumer shadowing in stores

qualitative consumer research


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quantitative: brand awareness depth, breadth

and strength, favorability, uniqueness of brand

associations (beliefs, attitudes, associations)

quantitative consumer research


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what products can you think of for X purpose?(unaided awareness)

have you heard of X brands (list them)? (aided)

please rate the following products(belief/attitude) brand x position (beliefs/attitudes)

list several important attributes from poor to excellent

e.g., low price 1 2 3 4 5 6 7 high price

repeat for each competitor

usage questions

demographics (for classification purposes)

quantitative survey


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1. Web search (e.g., comments/reviews in socialmedia and elsewhere)

2. qualitative study (at least 10 in your market)

in-depth interviews with the laddering techniqueprojective techniques, free association, theZMET technique or other

3. quantitative study (at least 30 in target

market) what do we want to know?

your research for the plan


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web research

quantitative survey convenience (google forms)

qualitativethe tribes

google searches/mentions

Burger King resulted in more than 50 million hitsversus McDonalds with 70 million

product review sites (tripadvisor.com;epinions.com)

number of Facebook fans

brandtags.net

Fan interaction rate per week for Florena, LOreal, Nivea creams (allfacebook.com)


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p , , ( )

source: team Zpire - Daniel Bernau, Siegfried Gessulat, Nils May, Stephanie Rupprich, Marcel Unkelbach

disney cloud tag (brandtags net)


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disney cloud tag (brandtags.net)

source: Esslinger, Heger, Hirschfeld, Jan, and Vogt


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quantitative tools

http://www.google.com/drive/start/apps.html
http://www.surveymonkey.com/http://www.google.com/drive/start/apps.html


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IMC tool: customer service

complaint/compliment

what can be improved

at this touch point?

Documents

03 Consumers