bp2014 03 explore the brand image
Post on 27-Jun-2015
65 Views
Preview:
TRANSCRIPT
Explore the “Brand Image”
QUESTION:
What is “Brand”? Brainstom within the team 【 3 min. 】
?Explore the “Brand Image”: What is “Brand”?
“Brand” is the perceived image of values people associate with a certain company/organization, category, and/or product/service.Brand is nothing if people cannot associate clear values to it.
Explore the “Brand Image”: What is “Brand”?
“Brand” is the perceived image of values people associate with a certain company/organization, category, and/or product/service
Values
It is when people attach clear values that a “brand” gains its life.
Explore the “Brand Image”: What is “Brand”?
Values
Values
Values
≠ ≠
【 Two Principles of Human Values 】1. ALL humans have certain value preferences. 2. Value preferences are idiosyncratic; it varies from person
to person
Quality Cost Relax
Explore the “Brand Image”: “Brand” & Values
Values
Values
Values
≠ ≠
People evaluate brands through the lens of their own values and seek brands that match their values (e.g., value “quality” → buy “LV”)
Quality Cost Relax
Explore the “Brand Image”: “Brand” & Values
Values
Values
Values
≠ ≠
People evaluate brands through the lens of their own values and seek brands that match their values (e.g., value “quality” → buy “LV”)
Quality Cost Relax
Explore the “Brand Image”: “Brand” & Values
Thus, it is critically important to understand the value preferences of your target customers
OK, but HOW do we understand the target?
Explore the “Brand Image”: Tool to Analyze Customer Values
Customer values can be represented by a combination of19 basic values identified in “rb profiler” (developed by Roland Berger).
謹製御用達Quality Proven New &
Cool
Thrill &
Fun
Personal
Efficiency
Customized
Service 24/7Protech
Passion
Tranquil
Pure Nature
Clanning Carefree Fair Smart
Shopping
Vitality Classic Total Cost
Other
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
Further, those 19 values can be mapped on along two dimensions; “Emotional-Rational” and “Positive-Negative (for Consumption).
E
R
Emotionally-based values: Intuitive, “feeling”-oriented
Rationally-based values: logical, “reason”-oriented
− +
Unwilling-to-Pay: Avoid spending, Try to save money
Willing-to-Pay: Active to spend,
Try to satisfy needs
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
Along these two dimensions, 19 values can be clustered into four distinct yet interrelated value domains.
“Solidarity” domain:People who find these values important seek to connect with people and nature
“Stimulation” domain:People who find these values important seek excitement, freedom, and being unique
“Price-oriented” domain:People who find these values important seek financial health and money saving
“Solutions-oriented” domain:People who find these values important seek problem-solving and addressing needs
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
To use “rb profiler,” interview the target people so as to identify which value they endorse (+) AND also which value they deny (−).
Value
Value
Endorsed Value
Denied Value
You need to know BOTH endorsed (+) AND denied (−) values to fully understand the target people.
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Explore the “Brand Image”: Tool to Analyze Customer Values
EXAMPLE 1: Mapping value profiles of women of different age groups
Value
Value
Endorsed Value
Denied ValueAge 31-35
Age 21-25
Age 16-20
Age 26-30Age 36-40
Age 41-45
Age 46-50
Age 51-55
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Let’s Practice1. Pick up a unique target per team
2. Work individually to map out the target’s value profile 【 5 min. 】
3. Discuss with team members to conciliate your ideas
4. Post-it ANY ideas on the map
5. Create a value profile map for
the chosen target 【 10 min. for Steps 3.-5. 】
So far, so good?But we need to go
further;we must evolve.
DetailThe more detailed the analysis,
the better
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
Clustering by simplistic elements such as age/sex isn’t enough; need to identify nuanced differences in lifestyle and personality
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
EXAMPLE 2: Car owners in Germany (both females and males, age 18-70+)
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
EXAMPLE 2: Car owners in Germany (both females and males, age 18-70+)
Nuanced Category I:Elite in the Capitalism
Quality
Classic Carefre
e
Vitality
Most important values
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
EXAMPLE 2: Car owners in Germany (both females and males, age 18-70+)
Nuanced Category II:Innovator
Most important values
Quality
New & Cool
Passion
Vitality
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
EXAMPLE 2: Car owners in Germany (both females and males, age 18-70+)
Nuanced Category III:Pacifist
Most important values
Fair
Nature
Pure
Vitality
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
EXAMPLE 2: Car owners in Germany (both females and males, age 18-70+)
Nuanced Category IV:Smart Optimist
Most important values
Smart Shopping
Total Cost
Clanning
Carefree
Thrill & Fun
Explore the “Brand Image”: Tool to Analyze Customer Values
出典:鬼頭( 2009)『ブランドのレシピ』日本能率協会マネジメントセンター
EXAMPLE 2: Car owners in Germany (both females and males, age 18-70+)
Nuanced Category V:Minimalist
Most important values
Pure
Smart Shopping
Total Cost
Quality
OutputImage of what to be produced
to summarize target profiles
Explore the “Brand Image”: Output Image
You need both value maps to compare across different targets,and a summary list of distinct characteristics of each target.
Unique Characteristics of the Target Segment
Explore the “Brand Image”: Output Image
・ Mostly male, aged 30-55・ Managers, executives, CEOs・ 80% married, 60%+ MBA・ Use car for family/commuting・ Brand that matches values:
・ More females, aged 16-29・ Students, freelance, IT engineer・ Liberal, community-oriented・ Prioritize fun over status・ Brand that matches values:
・ Mostly male, aged 30-55・ Managers, executives, CEOs・ 80% married, 60%+ MBA・ Use car for family/commuting・ Brand that matches values:
Explore the “Brand Image”: Output Image
・ More females, aged 16-29・ Students, freelance, IT engineer・ Liberal, community-oriented・ Prioritize fun over status・ Brand that matches values:
People evaluate brand based on their values= Different value profiles, different brand images
DetailThe more detailed the analysis,
the better
Explore the “Brand Image”: 4 Dimensions to Analyze “Brand”
As in the target analysis, we need to pay attention to details and look at different dimensions when we examine a brand.
Specifically, there are 4 distinct dimensions to profile a brand(from the target customer’s viewpoint).
1.Prompted recognitionShow the brand’s name/logo and ask, “Do you know this brand?”
2.Unprompted recallAsk the target, “Speaking of basketball, what brand comes to your mind? Please name top-5 brands of basketball.”
Explore the “Brand Image”: 4 Dimensions to Analyze “Brand”
Dimension 1: RecognizabilityThe degree to which people know the name/logo of the brand in question
HOW do we assess this dimension?
F 15-19F 20-24F 25-29F 30-34F 35-39M 15-19M 20-24M 25-29M 30-34M 35-39
EXAMPLE: Prompted recognition (%)
Explore the “Brand Image”: 4 Dimensions to Analyze “Brand”
Dimension 2: Associated ValuesWhat values people associate with the brand in question(both positive and negative)
1.rb profilerInterview the target to identifywhat values they associate withthe brand in question;
Then, organize the assessedperceptions of values aboutthe brand in question andmap them on the rb profiler
HOW do we assess this dimension?
Explore the “Brand Image”: 4 Dimensions to Analyze “Brand”
Dimension 3: FavorabilityThe degree to which people like, are interested in,
and/or desire to buy the brand in question
1.Like/DislikeAsk the target whether they likeor dislike the brand in question
2.Desire to buyAsk if they want to buy the brand (e.g., “Do you want to buy Brand Xwhen you buy shoes next time?”)
HOW do we assess this dimension?
−3
−2
−1
0 +1
+2
+3
Brand
ZWant to buy/Maybe want to buy
Don’t want to buy/ Maybe not
Brand
XBrand
Y
Explore the “Brand Image”: 4 Dimensions to Analyze “Brand”
Dimension 4: LoyaltyWhat percentage of the target people count as the “loyal customer” of the brand in question
Research how many “loyal customers” exist for the brand by asking the following questions (Loyalty = Frequency x Amount):1.Frequency of Shopping
Ask the target how many times they bought the brand’s item over the past year/month
2.Amount of Average PurchaseAsk how much money they use when they buy the brand’s itemon average
HOW do we assess this dimension?
Brand
X
Y
Z
Loyalty High Moderate Low
Explore the “Brand Image”: Assignment
Assignment for the May 5 class (Due: 17:00 on May 4):
1. Reexamine targets and (re-)select 3 most important groups
2. Interview those who belong to those 3 groups and create their value profiles and the list of distinct characteristics
3. Assess the four dimensions of adidas brand image from the viewpoint of EACH of those groups
CONFORT ZONEChallenge something new and frightening to evolve.
GET OUT OF YOUR
top related