EMBA 884: Third Session

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EMBA 884 Third Session

• August 27/28, 2004
• Dr. Andrew Perkins

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Schedule for Today

• Where are we now?
• What deliverables have I delivered? (?)
• ELL the Implicit Association Test
• MGMT 986 Seetharaman cross-over
• Organization drivers
• Principle
• Personality
• Associations

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Deliverables for the class (so far)

• The Integrated Brand Model (IBM)
• A model that is immediately applicable as a
  litmus test for the state of your brand
• The Zaltman Metaphor Elicitation Technique
• A powerful tool that allows you to explore Brand
  Equity in an information-rich setting
• The Implicit Association Test (IAT)
• A powerful tool that measures the strength of
  association between 2 objects in a Social
  Knowledge Structure

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Where should you be with the brand audit?

• Part 1 Brand Portfolio (finished)
• Part 2 Organizational and Brand Drivers
• This information will be integrated with your
  Brand portfolio
• Do your Organization and Brand Drivers fit
  together?
• Where can they be improved? Where are the good
  fits?
• Are there product and/or services that you
  provide that DO NOT fit with your drivers?

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Where should you be with the brand audit?

• Part 3 Proposed Marketing Research
• Research to find out how your customers and
  target market perceive your Brand
• Do the brands in your portfolio match up with
  your Organizational and Brand drivers?
• Do your customers see the connection between your
  drivers and their perception of your Brand?
• Do your Brand Conveyers maximize potential
  message quality?

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Market Research

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How to think about Marketing Research Research
Objectives

• Exploratory Objective Gathering information to
  define the problem and guide further research, if
  necessary.
• Descriptive Objective Acquiring specific
  measures of attitudes, intentions, and events in
  the marketplace.
• Causal Objective Identify processes and factors
  that produce specific marketing events.
• More in MGMT 986

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Brand Exploratory Analysis

• Goal of exploratory is to identify research
  issues that may require greater scrutiny
• Locate any available secondary research
• Annual reports, databases, etc.
• Conduct exploratory research on brand
• Observation
• Interviews
• Focus group discussions
• ZMET

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Market Research Observation

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Exploratory Techniques

• Interviews and Focus Groups (open-ended
  questions)
• Free Association
• What comes to mind when I say?
• Benefits
• Why do people use (buy, choose, etc.) _____?
• Projections
• If _____ were a person what would they be like?
• If _____ were a activity what activity would it
  be?

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Exploratory Techniques

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Descriptive Analysis

• Surveys that assess
• Demographics
• Brand Recognition / Recall
• Perceived Competitive Market Structure
• Attitudes
• Attribute Beliefs
• Usage Rates
• Future Intentions
• Other Relevant Variables
• Brand Personality

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Descriptive Measures - Types

• Discrete Measures
• Dichotomous (yes/no)
• Multiple Choice
• Continuous Measures
• Likert Scale (agree to disagree)
• Semantic Differential (bipolar words - bad/good)
• Importance Scale (important to not important)
• Rating Scale (poor to excellent)
• Intention Scale (definitely would to definitely
  would not)
• Implicit measure (IAT)

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Descriptive Measures (Recall)

• Recognition
• Word Completion, identification within a list,
  etc.
• Need to test for spurious awareness
• Recall
• Free Recall No cues available
• Cued Recall Easier task in which cues are
  provided such as category, desired attribute,
  etc.

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Descriptive Measures (Attitude)

• Overall evaluations of brand
• Attitudes toward company
• Usage of brand
• Frequency
• Occasion
• Loyalty

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Prototypical Knowledge Structure

• Associative network of concepts related to the
  brand
• Evaluating Strength of Association
• Direct Survey Questions (e.g. to assess how
  strongly McDonalds is associated with quick
  service, one could ask How quick is the staff
  at McDonalds? 1-7)
• Order of report in free associations

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Sample Associative Network

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ELL Implicit Cognition and the IAT

• Prior exposure to a stimulus influences an
  individuals later attitudes or behavior without
  the individuals awareness
• Individuals constantly process information
  unconsciously

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Examples of Implicit Cognition

• Halo Effects
• Mere Exposure
• Priming Effects
• Perceptual Fluency
• Implicit/Explicit Memory Disassociation
• Context Effects

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Implicit Advertising

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How can we measure Implicit Cognition?

• The Implicit Association Test
• Computer-based paired categorization task that
  measures strength of association between concepts
  in memory
• Relative response latency is the critical measure
• IAT requires Target Concepts and Attributes

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Target Concepts Firestone Tires
Firestone/Bridgestone
Michelin
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Attributes
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Format of the IAT

• There are 7 Blocks
• Learn Attributes
• Learn Target Concepts
• Practice pairing TC and Attributes (incongruent)
• Test pairing TC and Attributes (incongruent)
• Switch Target Concepts
• Practice pairing TC and Attributes (congruent)
• Test pairing TC and Attributes (congruent)

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Example Firestone/Bridgestone and safety?

• Go to the UNZIPPED file that you downloaded, and
  double-click FirestoneDangerIAT MGMT 884.exp
• Click continue. You should see a box that says
  Subject ID. Put the number 2 in that box.
• Following each Block, write down the Average
  response time, and errors

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Demonstration IAT Results

• Research Question How strongly do consumers
  associate Firestone/Bridgestone with danger?
• A faster response latency when giving the same
  response to Firestone/Bridgestone and dangerous
  attributes represents a stronger association
  between concepts in memory

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Firestone IAT Result
IAT EFFECT
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Create an Attitude IAT for your Brand Audit

• Think of a competitor for the Brand that you are
  using. You will be creating an attitude measure
  for that Brand compared to your Brand
• Open EMBA 884 IAT TEMPLATE.exp
• Follow instructions on handout
• Save this script with your brand name in the
  title
• Run the experiment to make sure that it works (it
  should?)
• Have others try your experiment
• Collect data (.dat file in the same folder where
  the .exp file is)
• Send them to me in a .zip file some time this
  week.

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Preparing you for 986

• 986 is organized around the Exploratory/
  Descriptive/ Causal framework introduced here
• Survey design (986)
• Measuring brand attitude, personality and
  association

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Preparing you for 986

• Measuring Brand Equity
• Conjoint analysis
• Market Share simulations
• Dr. Seetharaman will provide the details of the
  research procedures introduced in this class

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Where are we Organization and Brand Drivers

• Organizational Drivers (last time)
• Mission
• Values
• Story
• Brand Drivers (this time)
• Principle
• Personality
• Associations

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Integrated Branding Model
Brand Conveyers
Brand Drivers
Organization Drivers
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Brand Drivers - Principle

• PP argue that the Brand Principle is the
  foundation for differentiating the Brand in all
  areas
• If you mission is what you do, then your
  principle is your unique approach to what you do
• The principle is the foundation for all actions
  and messages

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Brand Drivers - Principle

• Uncouples product, service, and brand message
  development from individuals and bases it on the
  brand promise the intersection of your
  companys strengths and the values of your
  customers
• Discussion point how are these elements
  developed in companies that you have worked for?

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Brand Drivers - Principle

• Multiple Brands (potentially) require multiple
  principles
• Dockers vs. Levis 501 what are each of these
  principles?
• How do each of these brands connect with the
  Umbrella brand?

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Brand Drivers - Principle

• What does the Brand Principle look like?
• Short, just a few words
• Volvo Safety
• Levis Quality, comfortable clothes
• It is NOT a slogan or a tag line
• Not usually discussed in a customer context
• DRIVES messaging, but is not necessarily a
  message
• Not to specific, not to broad

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Criteria for an effective principle

• True
• Useful for focusing actions
• Close to the buying decision
• Emotional resonance
• Not to narrow or broad
• Ownability, clarity, brevity
• 3M example

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Positioning the Principle

• What currently distinguishes you in your
  customers, prospects, and other audiences mind
  from your competition
• 4B Format for positioning
• Business
• Benefit
• Better
• Brand

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Example 3M

• 3m
• Business Product improvement and creation
• Benefit Better product solutions than the
  competition
• Better RD, corporate culture facilitates
  innovation
• BrandInnovative

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Personalities and Associations

• Personality
• An emotional compact with your customers
• Complements cognitive information about your
  Brand (product attributes, experience, messages)
• We attribute personality traits to inanimate
  objects
• Celebrity information can be associated with the
  brand (McCracken 1996)
• Gender, age, class (Levy 1959)
• Via product attribute associations, product class
  beliefs, symbol or logo (Batra et al 1990)

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What is Brand Personality

• According to Aaker, Brand Personality may be
  broken down into 5 components
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness
• This is not made clear in PL

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How could you get an initial impression of your
Brand Personality?

• Create the Brand Personality Task that Aaker
  describes
• How well does Trait describe Brand?
• 1 2 3 4 5 6 7
• Not very Extremely
• Well Well

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The Self-Brand connection

• Note that both Aaker and Kline et al. mention
  that brands (products) reflect both current and
  inspirational components of the Self-concept
• Emotional associations with the self-concept are
  very strong
• Self-concept is the most complex, solid
  component of SKS in memory
• Emotion is a shortcut around cognitive
  processing

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Criteria for Personality

• Does the personality reflect the brand?
• Will the personality be liked?
• Does it meet needs for customers self-expression?
• Consistent with expectations of the brand?
• Define the spirit with which you approach future
  actions?

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Associations

• Mental shortcut to Brand promise
• Or, activates related associations in memory
• Remember the SKS?
• PP focus on object associations
• Songs
• Colors
• Experience
• Experience creates associations as well

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Color Test

• As these color swatches come up, note what brand
  they represent

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Cultivating Brand Equity by building Associations

• Step 1 Selecting Brand elements
• Criteria
• Step 2 Creating Associations
• Integrated marketing communications
• Effective advertising communication
• Effective promotion, pricing, placement

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Brand Elements

• Brand Elements
• Summarize associations
• Aid retrieval of brand information
• Simplify new learning
• Types of Brand Elements
• Brand Name (Apple, Microsoft)
• Logos and Symbols (Nike Swoosh)
• Characters (California Raisins)
• Slogans and Jingles (Im Lovin it)

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A brand by any other name would not smell as
sweet.

• Memorable
• Easily recognized and recalled
• Meaningful
• Descriptive and persuasive
• Likable
• Fun, Interesting, Rich Imagery
• Transferable
• Within and across product and national boundaries
• Adaptable
• Updatable, flexible
• Protectable

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Brand Name Types

• Actual words
• Energizer
• Coined (Descriptive)
• Microsoft
• Coined (Abstract)
• Maytag
• Acronym Names
• GE

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Brand Name Generation Process

• Prioritize Goals for Brand Name
• Meaning
• Memorable
• Likable
• Adaptable
• Transferable
• List Generation
• Screening
• Legal Search
• Consumer Testing

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Meaningfulness Factors

• Existing words (or historical references)
• Mayflower moving
• The Savoy (Black, upwardly mobile professionals)
• Word stems and morphemes
• Morpheme Smallest linguistic unit of meaning
• Plosives and Sibilants
• Letter sounds convey meaning
• Qs, Xs, Zs
• X Extreme, Cutting edge

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Linguistics Sound Symbolism

• BlackBerry b suggests relaxation, and berry
  suggests smallness. Alliteration is lighthearted.
  
• Enron The repetition of n at the end of each
  syllable produces a whirring sound suggesting a
  spinning motion.
• Prozac pro is pedestrian, but ac suggests
  action
• Zoloft zo life in Greek, and loft equals
  elevation. Z is very daring.
• Tyco t and k associated with active
• Viagara Suggests Niagara ?

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Memorability Factors

• Simple to spell and pronounce
• Aids recall
• Aim, Raid, Ban
• Difficult to pronounce? FCUK, Faconnable, Hundai
• Familiar
• Pre-exists in memory Less learning, but may have
  preexisting associations with it
• Dodge Neon
• Distinctive
• Increases recognition separates from clutter

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Brand Naming Discussion E-Commerce Names
For each of these word sets, consider whether the
name is

• Set 2
• Garden.com
• Pets.com
• Furniture.com

• Set 1
• EBay
• Amazon
• Yahoo

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Logos and Symbols

• Word Marks
• Abstract Logos
• Literal Logos

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RepeatedExposure

• Do you think that the swoosh in the middle of
  the page is effective?
• Is it just chance?
• What is the benefit of putting the swoosh there?

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Brand Labels Slogans Jingles

• Encourages message rehearsal
• Cant get it out of your head
• Can serve as retrieval cue
• Hearing the jingle or slogan activates KS in
  memory
• Repetition creates liking
• Mere exposure,
• Reinforces key association
• Like a good neighbor...

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Case Study McDonalds

• Watch these ads and ask
• Does this jingle/slogan increase awareness?
• What are the meanings conveyed by the
  jingle/slogan?
• Polysemy
• Does the Jingle/slogan fit with the other images
  in the ad?
• Does Justin Timberlake make the Jingle more
  effective?

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Designing Marketing programs to build Brand equity

• Once you have your Brand Identity, you must
  communicate that to your customers
• Brand Conveyers in the IBM
• How do we design marketing activities that will
  maximize the creation of brand equity?

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A simple test for marketing communication
effectiveness
Current Customer Brand Knowledge
Desired Customer Brand Knowledge
Communication

• What is the state of your customers current
  brand knowledge?
• What do you wish your customers knew? (POD and
  POP)
• How do your communications help get the brand
  from current to desired brand knowledge?

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Creating Brands Advertising
1991
1985
1975
1971

• Affluence, exclusivity
• Fun to drive

• Affluence, exclusivity
• Fun to drive

• Fun to drive
• Economical

• International
• Desirability

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Guidelines for evaluating an Ad campaign Two
parts

• Message Strategy
• What do we want to convey about the Brand?
• Informational
• Problem-solution
• Demonstration
• Product comparison
• Testimonial
• Transformational
• Typical or aspirational usage situation or person
• Brand personality and values

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Brand and Org drivers - Summary

• Organizational Drivers
• Mission where to build value
• Values give you the foundation to build on
• Story gives you a context for the value you
  bring
• Brand Drivers - Principle, personality,
  associations
• DRIVE HOME THE BRAND PROMISE REVEALED IN THE
  ORGANIZATION DRIVERS