管理品牌资产--第六章11.pptVIP

Team1-细分市场、定位与策略Team1-蓝海战略心得报告 ——让专业变得一目了然 The Measurement of Brand Association Instructor: Prof. Melody Le Presenter: ZHANG Yixiao LIN Qiang CHEN Ling Agenda Qualitative Research Methods Scaling Approach(标尺法？） Case Study—The Ford Taurus Qualitative Research Methods: Direct Method（直接法） In-depth discussion focus groups Indirect Method（间接法） Often motivated by the assumption that respondents may be either unwilling or unable to reveal feelings, thoughts, and attributes. Project methods(影射法） and other samples Understanding Brand Associations: Indirect Method Picture Interpretation Brand as a person Brand as an animal, magazine ,etc How Brands Are Perceived Differently Free Association Personal Values Driving Choice Brand User Decision Process User Experience Indirect Method （1）Free Association:自由联想 Word Association（词汇联想）:The procedure is to have a list of objects consisting of, or including, brand names. And then asked respondent to provide the first set of words that come to their minds. Word association is an effort to bypass the inhibiting thinking process of the respondent. Sentence Completion(完成句子): A variant of word association .The respondent is asked to complete a partial sentence such as: People like the Mazda Miata(马自达） because__________ Burger King（汉堡王） is symbolized by___________ （2）Picture Interpretation: 图形解释 This approach is to have respondents interpret a scene presented in which the product or brand is playing a role. e.g. 给出两个场景：一个是白天爬山后休息时的场景，另一个是朋友们一起吃烤肉的小型野餐晚会的场景，所提供的啤酒是库斯或卢云堡，要求被调查者置身其中并在五级量表中标出他们所感觉到的属性的程度，用来检验两种啤酒的广告是否和它们的使用情景间建立了联想 （3）Brand as a person： Brand personality describes brands in terms of human characteristics. 扬雅公司开展的一项研究中，要求被调查者从50个“相关的个性”中选出他们用来描述某品牌的词汇或词组。发现人们用“令人愉快的，友好的，平凡的，实用的，现代的，可靠的”这些词汇形容“假日酒店”。而用“文雅的，老练的，奇异的，神秘的”这些词汇形容“玉兰油” （4） Brand as an animal, magazine ,etc To asked customers to rel