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1、MeseasuringSourceofBrandEquity(测量品牌资产的FreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowea
2、rHonest,classic,Contemporary,approachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPerson
3、alityFunctionalProduct-RelatedExperiential2QualitativeResearchTechniquesProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters3ProjectiveTechniquesConsumersmi
4、ghtfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks4Newapproach:ZMETZaltmanMetaphorElicitationTechni
5、que(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”5ZMETTheguidedconversationconsistsofaseriesofstepsthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentati
6、vepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette6BrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirite
7、d,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,19977IdentifyingKeyBrandPersonalityAssociationsBUSHKERRYCoffeeDunkin’DonutsStarbucksTechnologyIBMAppl
8、eAutoFordBMWRetailKmartTargetFastFoodMcDonald’sSubway2004U.S.presidentialelection,randomsampleofundecidedvoters8ExperientialMethodsBytappingmoredirectlyintotheiractualhome,work,orshoppingbehaviors,researchersmightbe
