MKT 510 Lecture Notes - Lecture 9: Brand Awareness
22 Oct 2015
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Qualitative research techniques: qualitative research techniques: identify possible brand associations & sources of brand equity, relatively unstructured measurement approaches, permit a rand of possible consumer responses. Free association: free association: simplest & often the most powerful way to profile brand associations, subjects are asked what comes to mind when they think of the brand. What does the rolex name mean to you: useful in constructing a rough mental map. In what ways is it the same: who, what, where, when, why type questions, archetype: a fundamental psychological association, shared by the members of culture, with a given cultural object. 2 main issues to consider o: what types of probes to give to subjects, how to code & interpret the resulting data. Brand dynamics: the brand dynamics model adopts a hierarchical approach to determine the strength of relationship a consumer has with a brand, the five levels of the model are:
