Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM

Manager Marketing and Business Development – Logiwiz Ltd.

Presentation Developed as Course Material for the SLIM Diploma in Brand Management

• This is the most simplest and often the most powerful way to

profile brand associations

• What comes to mind when they think of a brand?

• Can identify the range of possible brand associations

• Can provide some rough indication of the relative strength,

favourability and uniqueness of brand associations

• What do you like best about the brand? What are its positive

aspects?

• What do you dislike? What are its disadvantages

• What do you find unique about the brand? How different from

other brands? In what ways is it the same?

• Consumers do not open up to interviews and in focused groups

• They may not want be willing or unable to reveal their true

feelings

• Tapping into consumers: free association and Projective

Techniques Page 363 Figure 9-3

• Rorschach test

• The bubble test

• Compare a brand to people, country, animal, activities, fabric,

occupation, car, magazines, vegetables, nationalities or even

other brands

• Remember to ask follow up questions to understand why they

associated the brand to their selection

• Helps with identifying the brand imagery

Association MR RW

Car

Country

Brand

Animal

Vegetable

• ZMET

• Example of ZMET

• Brand personality is the human characteristics or traits that

consumers can attribute to a brand.

• The simplest way to measure it is to solicit open ended

responses to probe

• If the brand were to come alive as a person, what would it be like?

• What would it do?

• Where would it live?

• What would it wear?

• The need to improve research out come has driven researchers

into more experiential

• Customers do not open up in a formal setup

• Agencies and brand owners are increasingly studying consumers

at home, in office, how they communicate between each other,

consume the product

• As differential advantages are been challenged brands need

to find emotional links that can build strong associations with the

customers

• Leverage the visits you already make by coordinating them via

perennial questions and logging and reviewing customer

profiles

• Take every opportunity to ask questions (for instance, formally

set aside an hour to solicit feedback

• Get engineers in front of customers, not just marketers

• Conduct programmatic visits

• Visit different kind of customers

• Get out of the conference room

• Helps researchers draw numerical representations and

summaries

• For example quantitative measures of brand knowledge can

help to better assess the depth and breath of brand awareness,

the strength, favourability, uniqueness of the brand associations

• Ability to identify various brand elements like the brand name,

logo, symbol, character etc.

• Recognition – packaging, brand elements, partial lettering

• Recall – aided, unaided

• Correction for Guessing

• Strategic Implications

http://www.sporcle.com/games/g/corplogos

http://www.guessthelogo.com/logo-games/random-logos-1/

Content Extracted from “Strategic Brand Management” 3rd Edition

Authors: Kevin Lane Keller

M.G. Parameswaran

Issac Jacob

Presentation developed from SLIM Diploma In Brand Management

Students

Presentation developed by Leroy J. Ebert (25th April 2014)