Meseasuring Source of Brand Equity (测量品牌资产的来源)凯勒 《战略品牌管理》课件.pptVIP

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET Kevin Lane Keller Tuck School of Business Dartmouth College Qualitative Research Techniques Free association What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages? What do you find unique about the brand? How is it different from other brands? In what ways is it the same? Free Associations Qualitative Research Techniques Projective techniques Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable t