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Transcript of Brand management
The Concept : diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters.
Neural Research methods
Brand personnality and values
The concept : it is the human characteristics or traits that consumers can attribute to a brand
Qualitative Research Techniques
exploration of what people
The techniques :
Zaltman Metaphor Elicitation Technique
Brand Personality and Values
Ethnographic and Experiential Methods
, Malden, Massachusetts
Production output :
and lifestyle brand
Retailers in over
company-owned retail stores nationwide
Subsidiary of Nike
The concept : Ask to customers what comes to mind
when they think of the brand.
Lot of colours
Completion and Interpretation tasks:
If these three brands were at a party, what would they be saying to each other?
Oh look ! He's arrived
Yes !! The Soda's superstar !
Hi losers !
Qualitative Research Techniques
Why people makes the choices that they make?
How cultural messages such as branding affect our perceptions and alter our behaviors ?
How mining your brain so your mind is blow with products you deeply desire ?
Neuron's don't lie !
« The sticky stuff is what makes those snacks such a sticky brand.”
2009 Grand Ogilvy Award from ARF
Dr. Knight .
“If I persuaded you to choose Toothpaste A or Toothpaste B, you haven’t really lost much, but if I persuaded you to choose President A or President B, the consequences could be much more profound.”
“This is not a mind reader. We can only measure whether you are paying attention.”
If you have to describe the Campbell soup as a person ?
The Big Five
Ethnographic and experiential methods
Products appealing to a much larger consumer base
The concept : seek in consumer's environment
PepsiCo's DEWmocracy program
Target market in Latin America : low-income people
1980’s : many product failures
« Living it » program - immersion research
New and cheap detergent = flopped
Mexicans are sensitive to foam
1974 People blind taste test
More than 50% prefer Pepsi
Nonblind test : Coke was more popular
- Action of marketing campaigns on brain activity
- IRM brain tests (2 zones)
2002 Read Montague
Thank you for your attention !
Any question ?
The concept : Ask consumers to compare brands to people, countries, objects, animals, cars, magazines, other brands
Let’s transform Zara and Armani!
Cause deeply held consumer attitudes and feelings
“I don’t know what are you going to tell me intellectually. I don’t care. Give me the reptilian. Why? Because the reptilian always wins.”
He is French
He was born in August 1941
Currently American citizenship
Founder and CEO of Archetype Discoveries Worldwide and Rapaille Associates
For Rapaille, in the childhood we have an important exposition to an element of our world.
How is it possible ?
We have knowledge inside our brains that we don’t know that we know.
Rapaille and Nestle
Nestle was trying to enter in the Japanese coffee market
( Zaltman Metaphor Elicitation Technique )
The concept : it's a technique for eliciting interconnected constructs that influence thought and behavior.”
How consumers views brands ? Using images as metaphors to understand consumer purchasing behavior.
2. Missed Images
3. Sorting Task
4. Construct Elicitation
5. Most Representative Picture
6. Opposite Images
7. Sensory Images
8. The Mental Map
9. The Summary Image
10. Consensus Map
Study about eye's movement
How customers feel while they are looking at an ad?