Professional Documents
Culture Documents
BRAND
A S S O C I AT I O N
G R O U P 6 A
D I V YA N S H U S H A R M A | S O U M I T R A PA N D E Y | V I B H O R B H A R G AV A
Introduction Origin Techniques Dimensions ZMET BCM
Brand Association
Why Measure it?
Keller (1998) defines brand associations as informational nodes linked to the brand node in memory that
contain the meaning of the brand for consumers.
Crudely defined they are not the benefits, but the images and symbols associated with a brand or a brand
benefit
Marketers use brand associations to differentiate, position, and extend brands, to create
positive attitudes and feelings toward brands, and to suggest attributes or benefits of purchasing or using a
specific brand
Consumers use brand associations to help process, organize, and retrieve information in
memory and to aid them in making purchase decisions
Introduction Origin Techniques Dimensions ZMET BCM
Brands which, were consciously made Brands which are exceptionally Brands which are associated
to be associated like that expensive or cheap with a celebrity
Introduction Origin Techniques Dimensions ZMET BCM
Three related constructs that are, by definition, linked in memory to a brand, and which have
been researched conceptually and measured empirically are
1. 2. 3.
Brand Image Brand Perceived
Attitude Quality
Introduction Origin Techniques Dimensions ZMET BCM
Brand image is defined as the reasoned or emotional perceptions consumers attach to specific brands (Dobni and
Zinkhan,1990) and is the first consumer brand perception that was identified in the marketing literature (Gardner and Levy,
1955). Brand image consists of functional and symbolic brand beliefs
The metrics to further measure brand image would vary by product category, eg. For a hand held calculator, the metrics
would be: Portability, reliability, usefulness, range of features, etc.
Brand Attitude
Brand attitude is defined as consumers' overall evaluation of a brand - whether good or bad. Unlike brand image,
attitude can very simply be measured in the same manner across categories
Perceived Quality
Perceived quality is defined as the consumer's judgment about a product's overall excellence or superiority. Perceived quality
explains a considerable portion of the variance in the price premium consumers are willing to pay for national brands.
Introduction Origin Techniques Dimensions ZMET BCM
A lot goes on in our minds that were not aware of. Most of
what influences what we say and do occurs below the level
of awareness. Thats why we need new techniques to get
at hidden knowledge; to get at what people dont know they
know.
- Zaltman
Introduction Origin Techniques Dimensions ZMET BCM
ZMET A Brief
The beginning:
Zaltsman, 1990 experimentation in Nepal
Pictures = Metaphors
ZMET A Brief
People think in images but most research Human Thoughts
tools are verbocentric
Metaphors simulate the workings of human
mind
Conscious Unconscious
Uncovers the hidden thoughts/feelings
Introduction Origin Techniques Dimensions ZMET BCM
Explains the first and higher order brand associations, while overcoming the limitations of ZMTE (Zaltman
Metaphor Elicitation Technique) and Network Analysis
What does it
measure?
Elicitation
Eliciting responses from consumers about the brand association
Retained only if stated by at least half of the respondents (core associations)
Mapping
Consumers use a set of brand associations to make network map of how they see the brand
Inter-connections are formed by consumers
The strength of association is decided as weak, medium or strong
Associations physically or mentally closest to the brand are called first-order and rest as second or third order
Finally consumer rates the brand as favourable or unfavourable on the scale of 10
Aggregation
Consensus map is created
Two measures used for consensus map
Frequency of mention of each association
Number of interconnections found between associations
Introduction Origin Techniques Dimensions ZMET BCM
Associations mapping for High Involvement Associations mapping for Low Involvement
group group
All ages
Casual
American style
Denim/jeans
Reasonable
Classic
Middle price
Simple
Basic
Comfortable
Practical