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Brand management

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on 16 March 2015

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Transcript of Brand management

Guide Line
Free Associations
Projective Techniques
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
Brand management
Qualitative Research Techniques
is an
in-depth
exploration of what people
think
,
feel
or
do
and, crucially,
why
.

The techniques :
Free association
Projective Techniques
Zaltman Metaphor Elicitation Technique
 Neural Researches
Brand Personality and Values
Ethnographic and Experiential Methods

American
brand
Founded in
1908
, Malden, Massachusetts
Production output :
sports wear
and lifestyle brand
 footwear
.
Retailers in over
160 countries
75
company-owned retail stores nationwide
Subsidiary of Nike
The concept : Ask to customers what comes to mind
when they think of the brand.

Mental map
Different prints
Sneakers
Street wear
Bags
Lot of colours

Completion and Interpretation tasks:

Cartoon Completion

Brand personification
If these three brands were at a party, what would they be saying to each other?

Our responses
Oh look ! He's arrived
Yes !! The Soda's superstar !
Hi losers !
Marie
Daccache
Charlotte
de Pontville
Matteo
Battistin
Tomeu
Alcina
Qualitative Research Techniques
MKTG 406
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 !
Pepsi
Challenge
Eye-Tracking
EEG
for electroencephalographs
Neurofocus
Cheetos
Intel
« The sticky stuff is what makes those snacks such a sticky brand.”

2009 Grand Ogilvy Award from ARF

Opportunity
Achieve
Dr. Pradeep.

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
Nudge marketing!
Ethnographic and experiential methods
Finding
Products appealing to a much larger consumer base
Insight
The concept : seek in consumer's environment
July 2009
PepsiCo's DEWmocracy program
Mystery shoppers
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 ?
Comparison task
The concept : Ask consumers to compare brands to people, countries, objects, animals, cars, magazines, other brands
Let’s transform Zara and Armani!

Seat
Spain
Nutella
Fashion analysist
Lamborghini
Model
Mont blanc
Italy
Archetypes
Cause deeply held consumer attitudes and feelings

Clotaire Rapaille
“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
Marketing consultant
Founder and CEO of Archetype Discoveries Worldwide and Rapaille Associates
Imprinting moments:

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

Rapaille

( Zaltman Metaphor Elicitation Technique )
ZMET
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.
1. Storytelling
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

Interview :
Study about eye's movement
How customers feel while they are looking at an ad?
Full transcript