第9章：品牌资产来源测量：捕捉消费者心智.pptx

CHAPTER:9

Measuringsourcesofbrandequity:capturingcustomermindset

LearningObjectivesDescribeeffectivequalitativeresearchtechniquesfortappingintoconsumerbrandknowledgeIdentifyeffectivequantitativeresearchtechniquesformeasuringbrandawareness,image,responses,andrelationshipsProfileandcontrastsomepopularbrandequitymodels

QualitativeResearchTechniquesFreeAssociationsProjectiveTechniquesZaltmanMetaphorElicitationTechnique(ZMET)NeuralResearchMethodBrandPersonalityandValueEthnographicandExperientialMethods

FreeAssociationsPowerfulwaytoprofile