Brand Management Surveys: Brand Awareness, Brand Loyalty and Brand Equity

Brand Equity, the value of the brand, is largely determined by four key elements. Brand awareness, brand attributes and associations, perceived quality, and brand loyalty.

Qualtrics Brand Equity and Brand Loyalty solutions help you build brand awareness for the customers you target, diagnose problem attributes and associations, increase perceived quality and increase brand loyalty. Market segment, region or market drill downs allow you to communicate.

Brand Awareness Measures

Brand awareness research is the key to creating brand equity. Awareness equates to traffic and prospective buyers showing up at the store. Without awareness, little happens. Qualtrics measures brand awareness using both aided and unaided recall items such as the following:

• Which single company comes to mind first in the laptop computermarket?
• Which other companies come to mind?
• Which company do you view as the leader in the laptop computer market?
• Which factors led you to mention [Piped Text Company Name] as the leader?

The following example questions measure different aspects of aided awareness and perceptions:

• Are you aware of Dell's offerings in the laptop computer market? If so, to what extent?
• Please list the types of services that you know Dell to offer in the laptop computer market.
• What three words best describe Dell's position in the laptop computer market?
• What is your perception of Dell's services? Technology? Account Management?
• Based on your understanding of Dell's products, strategy and execution, how do you view its market position a year from now?

Brand Attributes and Associations Measures

Brand attributes and associations provide the fabric of loyalty and equity research. Loyalty and equity are largely the result of the associations and attributes of the brand. These brand evaluation attributes may be functional, physical, financial, social or psychological in nature. Researchers at Qualtrics are experienced in developing a comprehensive perspective for your brand loyalty and brand equity evaluation.

Qualtrics Brand equity measures include basic product features and attribute measures, as well as more advanced attribute-personal image congruence measures:

• This laptop is reliable and trouble free
• This laptop has features I'm looking for in a laptop computer
• This laptop is less expensive than most laptop computers
• This laptop is attractive and stylish
• This laptop is a good value for the money
• This laptop is a high quality laptop computer
• This laptop is a dependable computer that I can count on

Brand Loyalty and Equity measurement is accomplished with multiple attribute and association inventories that focus on quality and craftsmanship, key component areas (design and package; keyboard; processing power; ease of use; performance; graphics and sound)

Associations include such areas as how the customer thinks and feels about the product and personal viewpoints about the product class.

• Security and safety
• Trust and confidence
• Dependability and Freedom
• Peace of mind and calm
• Self esteem and success
• Congruence and Compatibility
• Power and control
• Psychological and Psychographic associations with the product

Perceived Quality Measurement

Quality is king and as such is a key component of all loyalty and equity measures. Quality is not, as many researchers perceive, a uni-dimensional construct. Quality effects are the consequence of attribute performance. Key areas of quality, such as quality and craftsmanship are the focal point of in depth elaboration techniques to find out what makes quality and what quality improvements can be made to enhance brand loyalty and brand equity.

For example,
Overall Noise Level of the laptop may be measured on a standard satisfaction delight scale and then probed to indicate the source of this quality (positive or negative). Noise level may be due to cooling fan noise, power supply noise, disk drive operation, monitor hum or keyboard clicking. Alternatively, Quietness may be associated with having a quiet cooling fan.

Overall Noise Level	Cooling Fan Noise Power Supply NoiseDisk Drive Noise Monitor Hum Keyboard Click Noise
Freedom from operational problems	Warning Messages Graphics Memory Operating System

Qualtrics professionals are experts in quality measures, providing the most innovative approaches to measuring satisfaction and quality for your brand.

Customer Brand Loyalty Measures

Brand loyalty has been examined at great length by academics and practitioners alike as one of the most important factors influencing a brand's success or failure in the marketplace.

From the re-evaluation of a fledgling product to the extension of a mature brand, effective marketing strategies depend on a thorough understanding of the core brand loyalty.

The Brand Loyalty program can have a dramatic impact on the success of your brand. Trust, Quality, Pride of Association and Identification with the brand's concept and image influence loyalty and what consumers buy.

The Loyalty Tracking Program provides an ongoing measure of loyalty to your product or service to guide your business. Contact one of our project consultants to find out more about this service.

Sample Measures for Brand Loyalty

CUSTOMER LOYALTY

• Overall, how satisfied are you with Dell?
• How likely are you to continue to choose/repurchase Dell?
• How likely are you to recommend Dell to a friend/associate?

TRUST IN THE BRAND

• Dell is a name I can always trust.
• Dell always delivers on what they promise.

QUALITY OF BRAND RELATIONSHIP

• Dell always treats me fairly.
• If a problem arises, I can always count on Dell to reach a fair and satisfactory resolution.

PRIDE OF ASSOCIATION

• I feel proud to be a Dell customer.
• Dell always treats customers with respect

IDENTIFICATION WITH THE BRAND

• Dell is the perfect company for people like me.
• I can't imagine a world without Dell.

Brand Equity

Brand Equity is the summation of brand awareness, brand attributes and associations, brand quality and brand loyalty. Brand Equity is the set of brand assets and liabilities linked to the brand. It also includes the brand name and symbol that adds to or subtracts from the value provided by a product or service. Each of these factors is considered explicitly or implicitly by the company or customers that evaluate your product or service offering.

The Brand Equity and Loyalty programs use custom designed processes to measure the strength of awareness, attributes and associations, quality and loyalty. Increasing Brand Equity and Brand Loyalty will increase your ability to attract and retain customers. The seven goals of marketing are consistent with this promise and are realized through brand equity research

• Attract and retain profitable customers
• Turn problem customers into profitable customers
• Attract new customers
• Find a target, product, place, positioning and price that maximizes revenue
• Maximize emotional value as well as rational (attribute) value
• Use the marketing mix to strengthen the bond between the core product and the physical product.
• Use the full product-service experience to strengthen the bond between the core product and the physical product.

Our project managers will work closely with you and your staff to determine the best approach by developing a research plan as we formulate the research problem and work with you to produce the research report that meets your needs.

We also provide through our national panel, access to households and individuals who have agreed to provide you with the feedback you need. Our Campaign Manager will securely upload and house your customer addresses; track respondents and non-respondents; and automatically mail out reminder invitations or follow up surveys. And of course, the Qualtrics "View Results" panel lets you select segments of your data for tabulation and cross-tabulation to view measures of brand awareness for any segment of your market… instantly and online.

For More Information on Brand Loyalty Surveys and Brand Equity Surveys please contact one of our product consultants.