How to measure brand positioning 20110126

Thomas Dmoch

How to measure Brand Positioning?

Dm

och/17/01/2015/

Table of Content

Definitions

–Brand

–Positioning

Measurement of Brand Positioning

Summary

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Definitions

DEFINITIONS MEASUREMENT OF BRAND POSITIONING SUMMARY

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Market Situation

High competition

Saturated markets

Exchangeability

0% 50% 100%

Soap

Cola

Chips

Soups

Credit cards

Coffee

TV-sets

PC

Beer

Airlines

Image important

Source: BBDO, 2009

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Exchangeable Advertising

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green sails

Music “Sail away”

Sailing ship

TV-commercial

tough guys, nice girls

Sailing crew

international

German origin

adventure

quality

exclusivesilver letters

Premium

red label

green bottle

Karlskrone

cheap

green label

Plastic bottle

A Brand is anchored in the Consumer’s Mind

Pilsner

Beer

typical bottlewhite head

carbonated

fresh

malty

amber

drybitter

traditional pure

typical

glass

Bottom-fermented

relaxing

friends

community

After work

party

Aldi

BECK‘S

Joe CockerCategory

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Positioning: Definition

All measures aimed on influencing the consumer’s perception of

a product or service so that it is

attractive to the consumer

differentiated to competing offers

and thus is preferred to those offers.

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Positioning

Analysis

Awareness

Attitude

Continuous controlling

Consumer motives

Deeper insights

Positioning

Strategy

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Methods of Brand Positioning Measurement

DEFINITION MEASUREMENT OF BRAND POSITIONING SUMMARY

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What are we going to measure?

High involvement

Stimulus

low involvement

Emotional processesCognitive processes

Attitude

Behaviour

Purchase

Intention

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High involvement

Stimulus

low involvement


Attitude

Behaviour

Purchase

Intention

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High involvement

Stimulus

low involvement


Attitude

Behaviour

Purchase

Intention

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High Involvement

Stimulus

Low Involvement

Emotional ProcessesCognitive Processes

Behaviour

Purchase

Intention

Attitude

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Methods: Overview

Attitude

Rational approach Qualitative approach

Uni-

dimensional

Multi-

dimensional

ThrustoneLlkert OsgoodGuttmanMultiattribute

Models

Decomposing

Models

Composing

Models

Fishbein WeinbergTrommsdorff

Associative

Networks

Mental

Images

Neuro-

Science

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Methods: Likert-Scale

Attitude


Uni-

dimensional

Multi-

dimensional

ThrustoneLikert OsgoodGuttmanMultiattribute

Models

Decomposing

Models

Composing

Models


Associative

Networks

Mental

Images

Neuro-

Science

This beer tastes good.

Agree

strongly Agree Indifferent

Disagree

stronglyDisagree

2 1 0 -2-1

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Methods: Osgood‘s Semantic Differential

Attitude


Uni-

dimensional

Multi-

dimensional


Models

Decomposing

Models

Composing

Models


Associative

Networks

Mental

Images

Neuro-

Science

2 1 0 -2-1

Hot

Fast

Good

Powerful

Sweet

Noisy

Nice

Strong

Big

cold

slow

bad

powerless

sour

quiet

awful

weak

little

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Methods: Osgood‘s Semantic Differential

Attitude


Uni-

dimensional

Multi-

dimensional


Models

Decomposing

Models

Composing

Models


Associative

Networks

Mental

Images

Neuro-

Science

2 1 0 -2-1

Hot

Fast

Good

Powerful

Sweet

Noisy

Nice

Strong

Big

cold

slow

bad

powerless

sour

quiet

awful

weak

little

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Uni-

dimensional

ThrustoneLlkert

Attitude


Multi-

dimensional

OsgoodGuttmanMultiattribute

Models

Decomposing

Models

Composing

Models


Associative

networks

Mental

images

Neuro-Sciences

Methods: Composing Models – Factor Analysis

Step 2:

Aggregation via

Factor Analysis

International

Good

taste

bitterness

Step 3:

Mapping

Good

tasteInternational

Bit

tern

ess

Ideal

Step 1:

Evaluation via attribute scales

Bitter beer

Fresh

Pure

High quality

Pleasure

Good taste

International

Multicultural

Ideal

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Attitude


Uni-

dimensional

Multi-

dimensional


Models

Decomposing

Models

Composing

Models


Associative

networks

Mental

images

Neuro-Sciences

Methods: Decomposing Models - MDS

Step 2: Naming of

underlying dimensions by

researcher

Step 3: Mapping of dimensionsStep 1: Assessment

of differences

>

>

>

Good

tasteInternational

Bit

tern

ess

Ideal

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Structural Analysis of Competitive Images (WISA)

2. Dimension

Brand A1. Dimension

Brand A

2. Dimension

Brand B1. Dimension

Brand B

3. Dimension

Brand B

Purchase intention

Brand BPurchase intention

Brand A

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First Choice Other Brands

Available-Set

Awareness-Set Unawareness-Set

Consideration-Set Inert-Set Reject-Set

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First Choice Other Brands

Available-Set

Awareness-Set Unawareness-Set

Consideration-Set Inert-Set Reject-Set

Beck’s

N=263

Jever

N=186N=114

Beck’s

N=263

Karlskrone

N=201N=23

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Purchase Intention – Beck’s

Good taste Beck’s

Good taste Jever

Virility Beck’s

Not via Image

explained

variance: 79%

Purchase Intention – Jever

Not via Image

explained

variance: 76%

21%

24%

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Why qualitative approach?

Young

Fresh

Natural

Bitter

German

viril

pure

Beck’s

Relevant to individual #1,

but not checked

Not relevant to individual #2,

however checked

Unilateral relations Multilateral relations

Green sails

Music “Sail away”Sailing ship

TV-commercial

Tough guys, nice girls

Sailing crew

International

German origin

Adventure

Quality

Exclusive

Silver letters

Premium

Red label

Green bottle

Joe Cocker

Beck’s

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Low Involvement Attitude Building

High involvement

Stimulus

low involvement


Attitude

Behaviour

Purchase

Intention

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Green sails


Sailing ship

TV-commercial


Sailing crew

International

German origin

Adventure

Quality

ExclusiveSilver letters

Premium

Red label

Green bottle

Open Assessment of the Brand’s Position

Joe CockerBeach

Calm musicLighthouse

TV-commercial

Viril guys

Northern Germany

Peaceful

German origin

Natural

Quality

Exclusive

Silver letters

Premium

Golden label

Green bottle

Relaxed

JEVER

Seaside Island

Authentic

Beck’s

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Green sails


Sailing ship

TV-commercial


Sailing crew

International

German origin

Adventure

Quality


Premium

Red label

Green bottle

Unique Position

Joe CockerBeach


TV-commercial

Viril guys

Northern Germany

Peaceful

German origin

Natural

Quality

Exclusive

Silver letters

Premium

Golden label

Green bottle

Relaxed

JEVER

Seaside Island

Authentic

Beck’s

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Green sails


Sailing ship

TV-commercial


Sailing crew

International

German origin

Adventure

Quality


Premium

Red label

Green bottle

Overlap coefficient

Joe CockerBeach


TV-commercial

Viril guys

Northern Germany

Peaceful

German origin

Natural

Quality

Exclusive

Silver letters

Premium

Golden label

Green bottle

Relaxed

JEVER

Seaside Island

Authentic

Beck’sOverlap Coefficient 21%

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Imagery Measurement

The picture I imagine is

as clear and vivid as in reality

clear and quite vivid

moderately clear and vivid

vague and hazy

I don‘t have any mental image.

Please

tick

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Imagery Measurement

The picture I imagine is like

Please

tick

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Icon Iceberg Model

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Icon Iceberg Model

Brand imagery

Brand credit

Aided brand awareness

Perceived advertising pressure

Memorability of advertising

Brand uniqueness

Vividness of brand imagery

Appeal

Brand likeability

Brand confidence

Brand loyalty

Short term

Long term

Marketing activities

Sales

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Icon Iceberg Model

Aided brand Awareness

Perceived advertising

pressure


Brand uniqueness


Appeal

Brand likeability

Brand Confidence

Brand loyality

Norm

22

21

8

2

-5

87

27

65

37

38

53

38

31

12

Brand Imagery

Brand Credit

-9

16

20

12

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Aided brand Awareness

Perceived advertising

pressure


Brand uniqueness


Appeal

Brand likeability

Brand Confidence

Brand loyalityBra

nd Im

agery

Brand Credit

Icon Iceberg Model

Norm

87

27

65

37

38

53

38

31

12

Brand Imagery

Brand Credit

22

21

8

2

-5

-9

16

20

12

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Neuro-Sciences

Strong brand –

left palladium

Weak brand –

left palladium

Strong brand –

right middle frontal

gyrus

Weak brand –

right cerebellum Strong brands allow cognitive relief

Strong brand elicit more positive emotions than weak brands

Weak brand elicit negative emotions

Visualising of cortical processes allow localisation of cognitive

processes, but now practical recommendations

Exploratory stage of science

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Brand is anchored in the consumer’s mind

Positioning intends to establish a unique

and attractive brand image

Classical attitude research is not suitable

to emotional and less conscious processes

involved in attitude building

Relevance of items is an general problem

Open methods unveil emotional and

imagery aspects

Neuro-Science still can’t explain those

effects

Advantages of Iceberg model

– taking imagery effects into account

–validated

–predicting purchase behaviour

How to measure brand positioning 20110126

Marketing

Transcript of How to measure brand positioning 20110126