Bp2014 03 explore the brand image

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


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


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


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



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



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.



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




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55




Value

Value

Endorsed Value


Age 21-25

Age 16-20

Age 26-30Age 36-40

Age 41-45

Age 46-50

Age 51-55


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



Clustering by simplistic elements such as age/sex isn’t enough; need to identify nuanced differences in lifestyle and personality



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




Nuanced Category II:Innovator


Quality

New & Cool

Passion

Vitality




Nuanced Category III:Pacifist


Fair

Nature

Pure

Vitality




Nuanced Category IV:Smart Optimist


Smart Shopping

Total Cost

Clanning

Carefree

Thrill & Fun




Nuanced Category V:Minimalist


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


・ 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:


・ 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.”


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 (%)


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



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?”)


−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


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


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

Documents

Bp2014 03 explore the brand image