MKT 510 Study Guide - Brand Equity, Brand Awareness, Rorschach Test
Document Summary
Chapter 9 measuring sources of brand equity: capturing. Measuring sources of customer-based brand equity requires us to measure various aspects of brand awareness and brand image that can lead to differential customer response making up brand equity. Coding free association responses in terms of order of elicitation whether they are early or late in sequence at least gives rough measure of strength. Two issues are types of probes to give subjects, and how to code and interpret the resulting data. Rorschach test: presents ink blots to subjects and ask them what the ink blots remind them of. Bubble exercises where empty bubbles are place in scenes to represent thoughts, words, or actions of one or more of the participants. Stories and conversations told this way useful for assessing user and usage imagery for a brand. Archetype: fundamental psychological association, shared by the members of the culture with a given cultural object.
