UNDERSTANDING BRAND SCHEMAS THROUGH
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UNDERSTANDING BRAND SCHEMAS THROUGH BRAND CONCEPT MAPS. BRAND CONCEPT MAPS. Identifies Salient Brand Associations Individual maps are aggregated into consensus maps Method requires little experience or statistical techniques. Procedure for Constructing Brand Concept Maps.

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UNDERSTANDING BRAND SCHEMAS THROUGH BRAND CONCEPT MAPS

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Understanding brand schemas through brand concept maps

UNDERSTANDING BRAND SCHEMAS THROUGH

BRAND CONCEPT MAPS


Brand concept maps

BRAND CONCEPT MAPS

  • Identifies Salient Brand Associations

  • Individual maps are aggregated into consensus maps

  • Method requires little experience or statistical techniques


Procedure for constructing brand concept maps

Procedure for Constructing Brand Concept Maps

I. Elicitation Stage

  • Solicit brand associations through open-ended questions about the brand

  • Select those that at least 50% of respondents mentioned

  • Write these associations on cards


Procedure for constructing brand concept maps1

Procedure for Constructing Brand Concept Maps

II. Mapping Stage

  • Tell respondent to think about brand, look over cards & select relevant ones, add cards if needed

  • Explain BCM with an example, stressing significance of line types

  • Have respondent construct BCM for target brand, with target brand in middle


Procedure for constructing brand concept maps2

Procedure for Constructing Brand Concept Maps

III. Aggregation Stage

  • Identify core brand associations (50% cutoff)

  • Identify first-order associations (ratio of first-order mentions/total mentions needs to be greater than 50% & superordinate > subordinate)

  • Remaining core brands are placed on the map linking them to first-order associations and all other links are made (ave. number of times each link mentioned across maps as cut-off)

  • For each link place lines (1-3) to signify intensity of connection (average number of lines respondents used to represent that linkage in their individual map)


Implication of brand schemas

Implication of Brand Schemas

  • Assess Positioning; strategy vis-a’-vis positioning

  • Brand Extensions

  • Schema-Consistent Inferences

  • Categorization


Content vs structure

Schemas are not stored randomly

Schemas are grouped into categories and linked to one another

CONTENT vs. STRUCTURE


Implications of categorization

Implications of Categorization

(attributional vs. relational)

  • Taxonomic vs. Goal Derived

    • Similarity

      • Impact of product/category knowledge

    • Context Dependency

      • Likelihood of retrieving alternative

    • Defines Competitors

      • Substitutes

      • Measuring market share

  • Things for breakfast vs. things for breakfast

    when on the run

  • Share-of-stomach measure


Implications of categorization1

Implications of Categorization

  • Brand Evaluation

    • Expectations

    • Proximity to prototype

    • Category incongruency

    • Piecemeal vs. Schema-driven affect

  • New Beverage: Zippy

  • Carbonated

  • Coffee-flavored

  • Served cold

  • With or without milk


New product positioning

New Product Positioning

ACHIEVING THE RIGHT “MIX”

  • Associate brand with appropriate category

  • Differentiate brand from other category members


New product positioning1

Exemplar-Based Positioning

Abstract-Based Positioning

Soda Market:

Coke

Cereal Market:

Crunchy

Doesn’t get soggy in milk

Daily amount of fiber

Great taste

New Product Positioning

  • ASSOCIATE YOUR BRAND TO WHAT??


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