Documente Academic
Documente Profesional
Documente Cultură
George Rossolatos
2005
1
ABSTRACT
2
Contents
2. Industry Overview……………………………………………………… 10
2.1 Introduction 11
2.2 Size, growth and distribution channels of the Bath Foams category 11
2.3 Market structure and key brand players 11
2.4 New product development and media spending in the Bath 12
Foams category
2.5 Conclusion 13
3. Literature Review……………………………………………………….. 14
3.1 Introduction 15
3.2 What is a brand and why is it relevant to brand management? 15
3.3 The emergence of the concept of brand equity 16
3.4 The three categories of brand-equity measures 20
3.4.1 The financial approach 21
3.4.2 Brand extensions 24
3.4.3 Consumer based brand equity 26
3.5 Conceptual Framework: Brand Equity Pyramid in the Bath 31
Foams category
3.6 Consumer-based Brand Equity and market performance 34
3.7 Measuring consumer-based brand equity 35
3.8 Conclusion 39
4. Methodology………………………………………………………………41
4.1 Introduction 42
4.2 Purpose of the study/Research objectives 42
4.3 Research approach 42
4.3.1 Overview of research methodology 42
4.3.2 Quantitative research 43
4.3.3 Qualitative research 43
4.4 Research design 44
4.4.1 Quantitative method 44
4.4.2 Qualitative method 45
4.4.2.1 In-depth interviews discussion guide 47
3
4.5 Fieldwork 50
4.6 Methods of analysis 50
4.7 Limitations of the research methods 56
4.8 Conclusion 58
5. Analysis of Findings………………………………………………………59
5.1 Introduction 60
5.2 Objective 1 Main Findings: Determining the key equity dimensions in
the Brand Equity Pyramid 60
5.3 Objective 2 Main Findings: Determining the relationship between
brand equity and market performance 62
5.4 Objective 3 Main Findings: Discerning whether there is
sufficient differentiation among the key brand players 66
5.5 Objective 4 Main Findings: Descriptive overview of the
primary and secondary brand associations of key brand players 67
5.6 Conclusion 81
Appendices………………………………………………………………..…91
Appendix I-Bibliography 92
Appendix II- Profile of Qualitative Research informants 97
Appendix III-Moodboard Technique output (collages) 101
Appendix IV- Brand Maps 112
4
List of Figures
Figure 1- Keller’s Brand Knowledge Structure 28
Figure 2- Keller’s and Davey’s Brand Equity Pyramid 30
Figure 3- Rendition of Keller’s and Davey’s Brand Equity Pyramid in the 31
Bath Foams market
Figure 4- Brand Dynamics Pyramid 38
Figure 5- The Wheel of Integrated Marketing Communications 85
List of Tables
Table 1 – Share of market of key brands in the Bath Foams market 12
Table 2- Interbrand’s brand valuation process 24
Table 3- Bath Foams Brand Equity Pyramid Building blocks and attributes 33
Table 4- Performance of key brands in the Bath Foams Category against
Brand Equity Pyramid building blocks 60
Table 5- Correlation coefficients ( r ) between awareness/brand salience
and Brand Equity building blocks in the Bath Foams category 61
Table 6- Market performance variables by key brand player in the Bath
Foams market 62
Table 7- Correlation between Average Brand Equity and Market share 63
Table 8- Correlation between Average Brand Equity and Volume Sales 63
Table 9- Correlation between Average Brand Equity and Value Sales 63
Table 10- Share of market/Share of voice of key brands in 2004 64
Table 11- Share of market/Weighted distribution of key brands in 2004 64
Table12- Output of Double-centered normalization (DCN) 66
5
CHAPTER 1: Introduction / Chapters Overview
6
Introduction
Chapter 4- Methodology
This chapter presents the purpose of the study and the main research
objectives, along with the methodological framework, and the respective
methods of data collection and analysis of brand equity in the Bath Foams
market.
7
Finally, reflections on the main findings, focusing on Dove and Palmolive
brands are presented as concluding remarks, with an emphasis on the role of
brand communications and new product development as sources of consumer
based brand equity.
Conclusion
This chapter provided a summary of the main contents that make up the fabric
of this dissertation, which will be further explored in the following chapters.
8
CHAPTER 2: Industry Overview
9
2.1 Introduction
The Bath Foams category constitutes a significant part of the overall Body care
market that includes all products that relate to body treatment, such as Body
Lotions, Deodorants, Soaps, Liquid Hand Soaps and Anti cellulite Creams.
The main distribution channels through which the category is sold are the
following:
• Supermarkets/ Hypermarkets (80% of the category’s sales)
• Pharmacies/ Drugstore (10% of the category’s sales)
• Department Stores (such as Hondos, Beauty Shop) that absorb the rest
10% of the category’s sales.
1
All data contained in this chapter stem from AC Nielsen’s Body Care category report (Greece) 2004
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family segments. In terms of market performance in the female Bath Foams
segment, Dove is the leading brand.
The main companies and respective brands that compete in the Bath Foams
market are the following:
• Unilever with Dove, Lux and Axe brands
• Procter & Gamble with Camay and Noxzema brands
• Henkel with Fa brand
• Colgate Palmolive with Palmolive brand
• Sare Lee with Badedas, Sanex, Proderm, Inco and Fissan brands
• Johnson & Johnson with Johnson & Johnson brand
• BDF with Nivea brand
11
behalf of all competitors in their effort to enhance their competitive position in
the market. New products’ elements include new fragrances, end benefits
(advanced moisture, relaxation, sensuality, exfoliation etc.) and pack
aesthetics. With an increased interest in personal treatment, consumers appear
to be keen on trying new products and adopting those that offer innovative
attributes or enhancement of existing offerings. In addition, consumers appear
to be repertoire purchasers, being influenced by media communication and
value-adding promotions2.
2.5 Conclusion
This chapter provided the frame of reference for this dissertation in terms of
market structure and characteristics. Insofar as the market is characterized by a
proliferation of new products and fragmentation, the sustainability of
distinctive product propositions in terms of brand equity is an issue that merits
exploration, as the next chapter will attempt to illustrate.
2
These behavioral characteristics stem from company funded Usage & Attitudes studies.
12
CHAPTER 3: Literature Review
13
3.1 Introduction
Pursuant to the definition of brand equity, the chapter hinges upon the three
broad perspectives that have been used so far by academics and practitioners
alike in the process of conceptualizing and putting brand equity in practice.
Since the main area of practice with which the authors are concerned is
marketing, particular emphasis is laid on the consumer-based brand equity
perspective. K.L.Keller’s Brand Knowledge Structure and Brand Equity
Pyramid are drawn upon in greater detail.
14
Hence, insofar as branding is concerned with sustaining differences among
otherwise similar products and given that these differences are substantiated in
the form of the associations that consumers make about them, the management
of a brand should be concerned with systematically managing brand
associations. As Kapferer (1999, p.25) notes, “the value of a brand comes from
its ability to gain an exclusive, positive and prominent meaning in the minds of
a large number of consumers”. Pursuant to the definition of “brand”, the
concept of brand equity is explored in the ensuing sections.
“The origins of measuring brand equity as a corporate asset lie in the takeover
battles of the 1970s, where a ledger value was found useful as a way of
recording intangible assets on the balance sheet” (Morgan, 1993).
Flat growth rates and the increasing concern with cost cutting initiatives and
aggressive market share acquisition paved the way for new ways of corporate
thinking, while the need for leveraging brands for enhancing profits emerged
to the forefront. “As support for this alternative, studies of consumer brands in
different markets found that successful brand extensions spent less on
advertising than comparable new products” (Pitta & Katsanis, 1995, p. 51). As
these rather extensive methods of reducing costs reached their apex, profit
boosting mechanisms were actively sought by businesses. One of the
mechanisms that were put forward was the application of financial measures to
corporate assets, both tangible and intangible. In this context, marketing
managers and researchers alike sought to attach a monetary value to brands
(Dyson, Farr, and Hollis, 1996). Prior to that critical turn, the concept of brand
image was peripheral; it was seen by many advertisers and researchers as of
little relevance to the real task of brand communications, that is to
communicate brand messages, induce brand switching or retaining the current
consumer franchise and increase sales. The emergence of the brand equity
concept was inextricably linked to the recognition of brands as primary agents
of cash generation.
15
Feldwick (1996) suggests that brand equity has three different aspects, that is
the value of a brand as a separable asset when sold or included in a balance
sheet, the string of associations, beliefs and feelings consumers have about the
brand and the strength of consumers' associations about a brand. In a nutshell,
the three main dimensions of brand equity, according to Feldwick, consist in
brand value, brand strength and brand image.
Despite the proliferation of research papers and models that have been
constructed in order to tackle this complex topic, there is no one widely
accepted definition of brand equity (Keller, 1999; Ehrenberg, 1997). The term
means different things to different companies and brands. However, there are
several common characteristics of the many definitions that are used today.
The following definitions are an attestation of the fact that brand equity is
multi-dimensional.
• The Marketing Science Institute (1998) defines brand equity as, "The set of
associations and behaviours on the part of the brand's customers, channel
members, and parent corporations that permit the brand to earn greater volume
or greater margins than it could without the brand name and that gives the
brand a strong, sustainable, and differentiated advantage over competitors"
(quoted in Srivastava & Shocker, 1991, p.5).
• According to David A. Aaker (1991), brand equity is "a set of brand assets and
liabilities linked to a brand, its name and symbol that add to or subtract from
the value provided by a product or service to a firm and/or that firm's
customers."
There are several stake-holders concerned with brand equity, encompassing the
firm, the consumer, the trade, the financial market . However, the consumer is
indubitably the most critical component in defining brand equity. While brand
equity has come to stand for a financial concept associated with the valuation
16
placed on a brand, it is useful to recognise that the equity of a brand is driven
by brand image, a consumer (or customer) concept. (Biel 1991).
The benefits potentially stemming from building and managing effectively and
efficiently the equity of a brand have been widely explored by various
researchers. According to Keller (1998), brand equity may lead to greater
loyalty, less vulnerability to competitive market actions and market crises,
larger margins, more inelastic consumer response to price increases, more
elastic response to price decreases, greater trade cooperation and support,
increased market communication effectiveness, possible licensing
opportunities, additional brand extension opportunities. Morgan (2000) adds
that a brand with a strong equity might imply the incremental cash flow from
branding vs non-branding. Complementary to the benefits of brand equity to
the producer, De Chernatony (2001, p.31) stresses that “there are significant
benefits to the consumer, such as identification, which simplifies the brand
choice decision making process, efficient risk assessment as the brand offers a
guarantee of consistent product quality and a representation framework,
satisfying hedonistic needs of embodying social status”.
According to Biel (1997), two sets of attributes distinguish strong from weak
brands, what he calls ‘output’ and ‘input’ response items. Output items reflect
consumer reaction to strong versus weak brands, and include elements such as
relative perceived quality. Input elements include characteristics, such as
length of time in business. Stronger brands are more likely to be seen as
unique, they enjoy higher perceived quality relative to their competitors and
they are more likely to evoke vivid, rich imagery among consumers. Input
factors that differentiate strong brands included a sense of history; that stronger
brands have a higher likelihood of withstanding the 'test of time'. In addition,
as Morgan (2000) points out, strong brands are normally differentiated,
carrying clear perceptions, which allow them to maintain points of
differentiation against competition. The author draws another key distinction
regarding brand attributes, between those that pertain to functionality and
performance and the softer, more emotional and intangible issues related to
branding. Softer attributes are claimed to lead to the ‘affinity’ that consumers
have for the pure branded side of the product. The above distinction echoes the
classic distinction between tangible and intangible brand elements, which has
been employed extensively by both accountants and marketers over the years
17
(also rendered as product and non-product related attributes by Keller (1998)
or the ‘softer side’ of branding by Biel (1991, 1997), as will be further
discussed in the context of the consumer-based brand equity perspective).
Brand equity is built primarily via the employment of consistent aesthetic cues
and consistent messages (Keller, 1998), thus allowing consumers to distinguish
among brands and their product attributes. As consumers compare and contrast
the tangible product features in alliance with price and intangible elements
(such as projected user/usage image), they arrive at a set of products in a
category, which they consider for purchase, called the salient set. Therefore, a
brand’s equity is dependent on effective communications to the target
market(s), while it may be improved to some extent in tandem with
communications effectiveness. “The challenge of marketing communications
is to communicate the right message, in the right way, to the right people, in
the right place, at the right time” (Pickton & Broderick, 2003, p.13).
Brands that have high perceived value have a greater likelihood of being
included in a consumer’s salient set. If a brand’s combined tangible and
intangible values are consistently higher than any other brand in the category,
that brand will have the highest customer loyalty in terms of purchase,
repurchase, and recommendation. Competing brands can only improve their
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loyalty against the brand equity leader by lowering price in the short term,
improving their product’s tangible features in the mid term, or improving their
brand’s intrinsic values, or equity, in the long term. “Although price reductions
are more commonly employed to improve perceived value, in reality they are
often more expensive than adding value through various brand building
marketing activities” (Keller, 1998, p.187).
Recent literature addressing brand equity indicates that there are several
different approaches to measurement, largely falling under two major
categories, that is those concerned with the financial aspects of brand valuation
and those concerned with the consumer behavior aspects of brands (Pitta &
Katsanis, 1995). The consumer behavior category is further split into those
focusing on brand equity as a springboard for brand extensions (eg. Pitta &
Katsanis, 1995, De Chernatony & Martinez, 2004, Martinez & Pina, 2003) and
those focusing on the generic consumer effects of brand equity (eg. Aaker,
1991, 1997, Keller, 1998, 2001).
Brand equity can be addressed at either the corporate level or the category
level and can also be addressed using internal data or external data. The
different strands of thought tend not to dispute the others’ definitions, but
rather they recognize them while postulating their own versions. Authors (i.e.
19
Keller) often use the definitions of others as a springboard for their work,
while formulating their own definitions of brand equity.
Kapferer (1997) reports that there are two major strands of thought for brand
valuation, the one relying on historical costs and the other on projected future
cash flows. “The financial value of the brand is the difference between the
20
extra revenue generated by the brand and the asociated costs for the next few
years, which are discounted back today” (Keller, 1998, p.32).
While there are many methods for conducting this measurement, some of
which are described below, it is important to note that there is a significant
difference between an "objective" valuation created for balance sheet purposes,
and the actual price that a brand may get when sold. “A certain amount of
uncertainty and heterogeneity, which are against the rules of caution, would be
created if these were included in the balance sheet” (Kapferer, 1997, p.386).
For acquisitions, the value of a brand to a certain consumer is often estimated
through scenario planning. This involves determining what future cash flows
could be achieved by the company if it owned and took advantage of the brand.
What this means is that there is no such thing as an absolute value for a brand,
and brand value must be considered as only one component of the overall
equity of a brand.
There are several possible ways to measure brand equity in financial terms, as
reported by Kapferer (1997, pp.398-410):
21
buyer, and whether someone continues to buy the same brand is also in large
part a function of their attitudes toward it (Dyson, P., Farr, A., and Hollis , N.,
1996).
22
Table 2- Interbrand’s brand valuation process
Brand valuation =
(some multiple) x brand earnings
Branding multiple Brand earnings
Profit before tax Subjective marks for:
The major disadvantage with the financial approach of defining brand equity is
that it focuses on maximizing short-term goals at the expense of long-term
growth (Aaker, 1992; Davis and Douglass, 1995). “This is not to say that the
‘accountancy’ driven definition is wrong, merely that its usefulness is
elsewhere, and that any attempt to understand individual patterns of purchasing
behaviour must grapple with the way individuals perceive brands, and the way
in which these perceptions lead to some kind of brand standing or strength”
(Morgan, 2000, p.4).
23
The main thrust that transverses the argumentation in the relevant literature is
that the more equity a brand holds, the more capable it is of expanding into
relevant territories. The parent brand may effectively act as a springboard for
stretching into the same, similar or different product categories. Based on the
parent brand associations stored in consumers’ memories, it is less cost
effective to gain awareness, favorability and brand salience (Keller, 1998).
Brand extensions may revitalize the parent brand, yield incremental sales,
enlarge the scope of the existing consumer franchise; however, extensions may
also alienate an existing consumer base, cannibalize parent brand sales and
dilute its image (Martinez & Pina, 2003). Extending a brand essentially entails
enlarging the breadth and depth of parent brand associations, in such as way as
to enable the extension to gain in brand salience and the favored associations
of the parent brand to migrate into its kernel.
- how salient parent brand associations are in the minds of consumers in the
extension context
Despite the fact that the brand extensions approach takes into account the
consumer-based perspective, it is still largely grounded in economic theory. In
24
the next section, the third major perspective, that is consumer-based brand
equity, is described.
25
Perceived Quality: Signals the achievement of differential positioning, while
providing a substantial reason-why for purchase, also functioning as a
precursor to brand loyalty.
Other proprietary assets: Including patents, R&D know how, trade goodwill,
or whatever other source may lead to competitive advantage.
According to Aaker (1991), all the above brand equity elements allow
consumers to process brand related information in a meaningful way, to
develop brand related associations, and to gain satisfaction from brand usage.
On the part of the company, they ensure the effective and efficient deployment
of marketing programs, while enabling to command higher prices/margins and
ultimately lead to a sustainable competitive advantage.
26
Figure 1- Keller’s Brand Knowledge Structure
The two basic features of the model are brand awareness and brand image.
"Brand awareness can play a dominant role in brand choice if the customer has
strong awareness of some brands, but not of other brands, in part because
brands with little awareness are unlikely to be considered for purchase"
(Srinivasan 2001, pp.7-8). Awareness consists of brand recall and recognition.
Brand-image consists of type, favorability, strength, and uniqueness of brand
associations. “It defines the cluster of attributes and associations that
consumers connect to the brand name” (A.Biel, 1991, p.71).
27
the information (knowledge) will become accessible to the consumer when
s/he actively thinks about a product. Awareness is built over time, through
consumers’ multiple encounters with a brand and its constituent elements, that
is logo, slogan, packaging, brand character. The vehicles whereby awareness is
built are all forms of brand communications, both above and below the line,
that is TV, radio, outdoor, magazine advertising, instore and onpack
promotions, sponsorships, public relations etc. However, “awareness is a
necessary, but not always sufficient step in building brand equity” (Keller
1998, p.92).
Brand image is the second important equity concept, which has been defined
by Keller (1998, p.92) as “perceptions about a brand as reflected by the brand
associations held in consumer memory”. De Chernatony (2001, p.6) contends
that "associations tend to be stored in terms of metaphors and, importantly,
they tend to aggregate in clusters". Brand associations, in turn, are classified by
Keller into three major categories, that is attributes, benefits and attitudes.
Attributes are classified into product-related (primary brand associations), eg.
the purely functional base of products, such as ingredients, color, texture and
non-product related (secondary brand associations), such as price, usage/user
imagery, feelings and experiences and brand personality. Benefits refer to the
personal meaning consumers assign to the product attributes. Keller (1998)
identifies three main categories of benefits, that is functional benefits (deriving
from product-related attributes), symbolic benefits (deriving from non-product
related attributes) and experiential benefits (deriving from both categories of
attributes). The culmination of attributes and perceived benefits is the
formation of brand-related attitudes, which determine the strength, favorability
and uniqueness of brand associations.
28
Pursuant to the exposition of the Brand Knowledge structure, Keller & Davey
(2001) proceeded with the construction of the Brand Equity Pyramid. The
brand equity pyramid essentially constitutes a portrayal of the key components
of brand equity. Keller & Davey conceives of the model as a sequential
process with four distinctive steps, as follows:
(i) ensuring identification of the brand with customers and an association of the
brand in customers’ mind with a specific product class or customer need
(ii) establishing the totality of brand meaning in the minds of customers by
strategically linking a host of tangible and intangible brand associations
(iii) eliciting the proper customer responses to brand identity and brand
meaning
(iv) converting brand response to create an intense, active loyalty between
customers and the brand
From this stepwise process, Keller & Davey identify 6 brand-building blocks,
which are portrayed in the Pyramid as follows:
29
3.5 Brand Equity Pyramid in the Bath Foams category
30
make up its edifice, which will be displayed in due course. The basic variables
or brand building blocks of the Pyramid are explained below:
31
become brand evangelists and help to communicate the brand and strengthen
the brand ties of others” (Keller & Davey, 2001).
The list of attributes that is employed in the operationalization of each of the
strata of the Brand Equity Pyramid in the Bath Foams market is displayed in
the Table 3:
32
Good quality
Has a competitive price
These attributes have been found to be the most relevant for the category in the
context of preceding qualitative surveys (company-funded).
When brand equity and market share are proportional, frequently the specific
sources of the respective brand equity indices, i.e., brand familiarity and
imagery can provide a clear understanding of how to continue to strengthen
market share. “Weaknesses in brand familiarity indicate awareness and trial
building strategies for share growth, while weaknesses in brand imagery
indicate positioning issues, a need to refocus on favourable and unique brand
associations or potentially the need to explore target consumer issues”
(Khandelwal, M. and McKinney, C., 2003).
33
3.7 Measuring consumer based brand equity
34
responds to an element of the marketing program or some marketing activity
when it is attributed to the target brand and another group responds to that
same element or activity when it is attributed to a competitive or fictitiously
named brand. Marketing based comparative approaches use experiments where
consumers respond to changes in elements of the marketing program or
marketing activity for the target brand or competitive brands” (p.345). Holistic
methods (Keller, 1998) attempt to place an overall value for the brand in either
abstract utility terms or concrete financial terms. Holistic methods tend to
either produce a single brand value (or equity score) in the context of a single
study (for example see Morgan, 1993 on how a brand equity score may be
produced from discreet utility values that emerge through a process of conjoint
analyses from partial equity variables, including attributes and attitudes, along
with price) or by combining attribute based components (gauging the sources
of brand equity) and non attribute based components (eg sales or market share
figures).
The following paragraphs report relevant research studies that have attempted
to measure either sources or outcomes of consumer based brand equity or both.
3
Also see Chen (2001) for an application of quantitatively measured free association in determining
brand equity
35
most categories, however with some exceptions. These exceptions were found
to be largely attributed to a lack of differential positioning of brands. In
addition, various research studies conducted by Morgan (2000), also echoing
work done by Jones and Sasser (1996) pointed out that the size of the gap
between high equity ranking brands and the probability of choosing them is
highly category specific.
Lassar, Mittal and Sharma (1995) produced a brand equity model based on 17
attributes, which were reduced to five equity dimensions (image, value, trust,
performance, attachment) through exploratory factor analysis and the
concomitant application of discriminant analysis for measuring the
discriminant validity among factors. After confirming the hypothesis that
brand equity correlates with price perceptions they drew on the widely-held
assumption that brand communications aid in the creation and sustenance of
brand equity in order to point out that promotions techniques may help in
ameliorating equity factors, in which brands underperform.
Hollis, Farr and Dyson (1996) developed the Consumer Value model, which
developed into the Brand Dynamics system (later evolving into Millward
Brown’s brand equity tracking method, BRANDZ). Brand Dynamics is
displayed in a pyramid format, similar to Keller’s conceptual construct. The
factors taken into account for the construction of the model are consideration
of inclusion of a brand in the salient set, brand size, price responsiveness,
which gauges in crude terms the price sensitivity of consumers towards certain
brands in their salient set. The model’s approach is predictive and has been
applied in numerous tracking studies in order to point out to brand’s potential
share of requirements4. A brand’s consumer value was found by the
researchers to correlate highly with the brand’s share of requirements,
following a holistic approach, as previously explained, that is combining
primary research data with objective (eg. AC Nielsen’s) metrics to arrive at a
validated consumer based brand equity model. Pursuant to the validation of the
relevance of the concept of brand equity in terms of responsiveness, size and
price they proceeded with the operationalization of the components of brand
equity, by bearing on Aaker’s conceptual constructs. The culmination of their
4
Share of requirements is a term coined by ACNielsen in the context of analyzing Home Panel
consumer tracking data, denoting the percentage of a brand’s volume sales based on consumers’
category purchase patterns
36
research was the portrayal of brand equity in terms of the Brand Dynamics
pyramid.
Adapted from Dyson, P., Farr, A., and Hollis , N., 1996, Figure 2
37
specific key value drivers that constitute the relevance dimension are produced
by a direct questioning method or an indirect method .
Leuthesser, Kohli & Harich (1995) produced a very interesting brand equity
research, by showing how the effect of ‘brand size’ may distort equity data, by
drawing on the much discussed phenomenon of ‘halo effect’. They drew on the
method of double-centered normalization for purging data of the halo effect,
thus providing brand managers with a more accurate reading of quantitative
data5 .
Finally, Low and Lamb (2000), among other research objectives, sought to
explore whether the degree of dimensionality of brand associations varies
depending on a brand’s familiarity, where they found a positive correlation
(77%) between the successful discriminant validity tests for each surveyed
brand and the level of brand familiarity (measured on a 1-7 scale). Brand
familiarity essentially denotes the same phenomenon as presence (as coined by
Andy, Farr and Hollis) or brand salience and may be approximated by using
spontaneous brand awareness (as quoted in Keller’s model).
3.8 Conclusion
5
cf.4.6, Objective 3
38
equity and market share, which merits exploration in the selected target
market.
39
CHAPTER 4: Methodology
40
4.1 Introduction
The purpose of the study is to draw on the existing brand equity literature and
provide a descriptive overview of sources and outcomes of key brands’ equity
in the bath foams market. “Measuring sources of customer-based brand equity
requires measuring various aspects of brand awareness and brand image that
potentially can lead to the differential customer response that creates brand
equity” (Keller 1998, p.310)
41
depth of the insights that is mandatory for such a delicate research subject
matter as brand equity. In addition, they complement each other in terms of
responding to the disadvantages inherent in each approach.
Overall, both indirect and direct methods for gauging sources and outcomes of
brand equity were employed. According to Keller “an indirect approach can
assess potential sources of customer-based brand equity by identifying and
tracking consumers’ brand knowledge structures. A direct approach, on the
other hand, could measure customer-based brand equity more directly by
assessing the actual impact of brand knowledge on consumer response to
different elements of the marketing program” (Keller, 1998, p. 308).
42
relatively unstructured measurement approaches whereby a range of possible
consumer responses are permitted” (Keller 1998, p.311)
In order to meet the first three objectives identified in 4.2 and on the grounds
of previous studies employing similar methods as illustrated in 3.7, a string of
analyses were conducted on the grounds of secondary equity-related attribute
data that were collected during a company-funded equity research in 2004. The
category specific attributes (cf.3.5) that were included in the respective battery
of attributes in the research questionnaire were validated regarding their
relevance through extensive qualitative past research studies, commissioned by
the company.
43
The structure of the question from which the attributes evaluation was elicited
by the consumers who participated in the study was formed in an associative
fashion, asking consumers to state whether Attribute A matches Brand A (cf.
3.7), and so forth for the attributes/brands matrix under scrutiny.
The target group profile where the equity research was conducted consists of
Women, ABC1C2 S/E, aged between 18 and 44 years old who are primary
household consumers (primary characteristics of Bath Foams category users).
660 face-to-face interviews were conducted in a nationally representative
group of Informants via the employment of a structured questionnaire. Specific
quotas were set in terms of brand usage, while all respondents must have used
at least two of the investigated brands in the bath foams category (Palmolive,
Dove, Lux, Sanex, FA, Nivea, Papoutsanis, Badedas) in the past six months
prior to that study. Quotas based on brand usage were set in order to ensure
that respondents’ level of familiarity with a brand does not rest solely with
name recognition, but a set of brand related associations will have been formed
through brand usage (as explained in the Literature Review, brand usage is a
major source of forming primary and secondary brand associations).
44
“Personal interviews are preferred [authors’ note: over focus groups] because
of their superior potential to delve deeply into the memories of Informants by
means of long, personal and individually adapted probing (Zaltman 1997;
Malhotra 1999)” (quoted in Supphellen, 2004).
In terms of sample selection, specific filters were used during the screening
phase of the selection process in terms of brand usage and brand awareness. In
particular, the recruited consumers must have been main users of one of the
key brands under investigation, that is Palmolive, Dove, Lux, Sanex, FA,
Nivea, Papoutsanis, Badedas Also, they must have used Palmolive during the
past year and not being rejectors of the brand. Particular emphasis was laid
during the determination of our qualitative research sample on the Palmolive
brand, insofar as it constitutes the focal point of our research.
The research design took place on the grounds of a discussion guide, in order
to allow consumers to express themselves in as a natural way as possible. In
the context of the in-depth interviews, projective techniques were used for
tapping into consumers’ latent brand associations. “Projective techniques go
beyond language to capture other ways in which we encode our experience- as
sensations, an ambience and atmosphere, visual memories, treasured instances”
(Branthwaite & Cooper, 2001, p.3). Hence, an array of techniques was
employed for eliciting latent perceptions pertaining to brand associations (as
illustrated in Supphellen, 2004) such as the following:
45
Moodboard technique: Informants were instructed to select any kind of
pictures (people, objects, colors, landscapes etc.) from magazines or
newspapers that represent what they think or feel about the brand.
Probing: Progressively digging deeper into latent perceptions on the grounds
of asking for qualification of primary associations (snowballing technique).
For example, when common places are referred to, such as “it is a quality
brand”, “it is a premium” brand, then consumers were probed into defining
what these terms mean to them. This process effectively allows for the creation
of links between perceived brand values (which are also highly dependent on
the variable extent of use and familiarity with a brand) and consumers’ own
belief systems.
Brand Mapping: On the grounds of the two category benefits consumers
deemed to be most important to them, they were asked to create a two-
dimensional map and position the brands of which they are aware according to
the level of proximity each brand has to the respective axis (each axis
corresponding to a category criterion).
The following section lays out the discussion guide and the interviewing
process that was followed during the qualitative phase.
The discussion guide contains the main research areas and the guidelines that
governed the flow of the interview process. The process started with more
generic, category-wide questions and proceeded to more in-depth, brand-
specific elicitation techniques.
Stage 1
46
- Brands they know of
- Personal consumption history (brands)
- Frequency of purchase
- Reasons for using / not using any more brands they know of
- for buying – own initiative, advertising, word of mouth
Criteria of brand selection and relative importance of selection criteria
(spontaneous mentions)
- Types (size, single unit, multipacks etc)
- Price
- Pack aesthetics
- Brand name trustworthiness, heritage
- Benefits (eg moisturizing effects, basic skincare etc)
- Fragrance
- Added value ingredients
- Word of mouth
- Advertising / promotional activities
47
Pursuant to the mapping exercise consumers were asked to elaborate on the
brands falling under each of the four quadrants on the map:
- Brands they have consumed – reason why
- Brands they no longer consume – reason why
- Brands they would never consume –reason why
- Who are considered to be the strong players of the market
- Who are considered to be the weak players of the market
- Similarities and differences among them
- Sources of information they consider most suitable for each brand in their
salient set
- Brand communication elements they spontaneously recall
Moodboard Technique
For each of the brands that were investigated, namely main brand and
Palmolive, each Informant was asked to create a collage of images, words (by
cutting and pasting pieces from magazines) that signify what they believe each
brand represents and illustrate its core benefit. This set of images aimed to
depict the values, personality and emotions linked with each of the brands’
image/core benefit. After the completion of this exercise, consumers were
asked to interpret their collages.
Projective techniques
Latent perceptions about consumer brand associations were gathered through a
series of projective techniques:
Spontaneous Associations: - What are the first things that come to mind
about brands: a physical sensation, an emotion / feeling, a symbol, a place, a
situation, a benefit, a drawback / shortcoming
Analogies: What would the brand be if it were ….a place……a film….a
car….an article of clothing…a type of sport….a famous person, celebrity or
athlete?
Planet: Imagine that the brand transforms itself in a planet, fully describe this
planet (atmosphere, what are the inhabitants like / their relationships, what are
their values, types of buildings, how do we feel on this planet, what do we like
most / least, what would make us stay there, do we make friends).
48
Stage 3: Brand encounters
4.5 Fieldwork
In the light of the research objectives the following analysis methods were
employed.
Objective 1
A correlation matrix (as also employed by Leuthesser, Kohli & Harich, 1995 in
their study of brand equity, cf.3.7) was produced among each of the three
equity dimensions in the Bath Foams specific Brand Pyramid and brand
salience (in terms of unaided recall, which, according to Keller is a proxy for
brand strength), which lies at the bottom of the pyramid.
49
As already explained, this analysis (as well as the analyses conducted with
view to answering objectives 2 and 3 of our study) has been conducted in the
context of desk research, as the data that were employed stem from a
proprietary, company-funded brand equity research.
The correlation scores between salience and each of the three dimensions were
employed as the basis for determining the relative weight of each dimension in
generating brand salience, hence brand strength scores. Insofar as the purpose
of the study is descriptive and not prescriptive and the intention is to map out
relationships among variables (irrespective of the potential causation)
correlation is deemed to be appropriate. Correlation “indicates the extent to
which the variation in one variable, X, is related to the variation in another
variable, Y” (Malhotra & Birks, 1999, p.514). If the purpose of the study was
prescriptive, then analysis techniques, such as multivariate regression or
conjoint analysis should be employed, in order to determine (a) the
autocorrelation among variables, (b) the relative explanatory force of each
variable in accounting for brand salience.
Despite the fact that a strong correlation between equity dimensions and brand
salience may point to the fact that “halo effect” is operative in the data (see
discussion in Objective 2 below), the relative magnitude of the correlation
coefficients between equity dimensions and brand salience may point to the
relative importance of certain dimensions over others in defining brand
salience; and insofar as brand salience is a proxy of brand strength, then the
output of correlations may point to equity dimensions that are key determinants
or key value drivers of brand strength.
Objective 2
A series of correlations between secondary brand equity data and (i) market
share (ii) value/volume sales were produced in order to demonstrate the
relationship between key equity dimensions in the Brand Equity Pyramid and
market performance of the key brand players (cf.3.6). Also, insofar as brand
equity in the residual value approach terms (an offshoot of the holistic
approach, see Keller, 1998, pp.354-356) may be defined as the incremental
preference over and above that which would result for the product without
brand equity, a series of correlations were conducted among the more often
50
than not desired outcome of each marketing activity (that is volume/value sales
and/or share of market) and the rest key marketing variables (pricing, weighted
distribution, advertising expenditures, promotional intensity).
The aim was to determine the effect of each of these variables on market share
and compare the findings with the respective correlations between market
share and brand equity.
Objective 3
51
The statistical technique of double-centered normalization was employed on
secondary equity data in order to purge equity scores of the halo effect. The
data transformation procedure is straightforward and is carried out in two
steps. “First, columns (corresponding to attributes) are standardized, followed
by rows (corresponding to raters). The effect of this double centring is
essentially to move the centroid of raters and attributes to the same origin,
keeping the raters’ response profiles intact across attributes, but removing
mean differences which are considered to be irrelevant” (Leuthesser, Kohli &
Harich, 1995, p.61).
In particular, the process whereby equity data were purged of the halo effect
via the double centered normalization consists in the following steps:
1. We take the raw image data by brand and convert it to a score based on
an index of 100.
2. Above (below) 100 indicates the extent to which the brand is endorsed
relatively more (less) on the attribute than on other attributes in relation to
other brands.
3. The outcome removes the effect of some brands being more widely
endorsed than others : each brand’s total endorsements is 100 x the number of
attributes and the total for each attribute is 100 x the number of brands (ie. a
constant sum outcome for brands and attributes).
4. The precise steps are as follows :
(i) for each brand we add together all the attribute % scores and
divide by the number
of attributes (to generate an average attribute score for the
brand)
(ii) for each attribute we add together all the brand % scores
and divide by the number of brands (to generate an average
brand score for the attribute)
(iii) we calculate for each brand the difference between (i) and
(ii)
(iv) we add together the score at (iii) and (i) to create a new grid
of figures (ie. the expected score for each brand on each
attribute)
52
(v) we take the difference between this expected score and the
actual score for each brand (when ahead of expected, this
produces a positive number; when behind a minus)
(vi) we add this score to 100.
Scores above 105 point to a differential competitive advantage,
whereas scores below 95 point to a differential competitive
disadvantage.
Objective 4
The qualitative analysis method comes into play in order to address the fourth
research objective. Insofar as brand equity, as referred to so far, consists in
building favourable, relevant and unique brand associations, the employment
of qualitative collection and analysis techniques will help us in systematically
mapping these associations with regard to the key brand players in the Bath
Foams market. “The consequences of superficial knowledge of brand
associations can be serious. When managers fail to grasp the full breadth and
depth of the associations people have for their brands, their understanding of
customer brand perceptions and the way brands are positioned relative to
competitors in the mind of customers will be biased” (Supphellen, 2004).
53
voice through the cluster of attributes and responsibilities assigned
to it as a variety of object”.
4. A discourse is a coherent system of meanings, meaning
“recurrently used systems of terms used for characterizing and
evaluating actions, events and other phenomena…a limited range
of terms used in particular stylistic and grammatical constructions
organised around specific metaphors and figures of speech”.
5. A discourse refers to other discourses, meaning that “discourses
embed, entail and presuppose other discourses to the extent that
the contradictions within a discourse open up questions about
what other discourses are at work”.
6. A discourse reflects its own way of speaking, meaning that a text
is articulated in such a way as to convey certain implicit meanings
that can be reworked by showing how its terms interlock”.
7. A discourse is historically located, meaning that “discourses are
located in time, in history, for the objects they refer to are objects
constituted in the past by the discourse or related discourses”.
The main protocol behind discourse analysis is looking at what the discourses
present in text are trying to achieve, in order to gain “a better understanding of
social life and social interaction” (Potter and Wetherell 1987, p.25). This is
carried out by relating the structure of the language, present in texts, to its
desired function, and observing the social forces that operate behind utterances.
“The question is not so much why people understand one another, or even
what they understand, but the organisational forms through which they achieve
that understanding” (Silverman 1986, p.118). Discourse analysts seek to
examine how people use language to construct their own social world, while
no particular reading of a text is superior to another.
54
them according the main topics included in the discussion
guide.
2. Characterize the actions in the sequence, i.e. the actions
performed in the course of speech-acts. Speech-acts are
discursive entities that accomplish certain actions.
Interviewees accomplished actions in their utterances through,
for example, descriptions of experiences and benefits derived
from the usage of bath foams brands, or by interpreting the
effect certain communicative vehicles had on purchase
decisions.
3. Consider how the speakers’ packaging of actions, including
their selections of reference terms, provides for certain
understandings of the actions performed and the matters
talked about. This is a very important step, as it helped
demonstrate how the selection of particular adjectives and
expressions in the description of events frame consumers’ brand
associations.
4. Consider how the ways whereby the actions were
accomplished implicate certain identities, roles and/or
relationships for the interviewees. In the process of making
sense of the data and trying to discern how discourses interlock
with the exploration of brand personalities, individual
consumers’ value systems were taken into account. This aided
in moderating the effect discreet value systems and beliefs have
on value judgments conferred on brands. For example, certain
consumers were found to reject Dove not in terms of functional
attributes and benefits, but because its premium image and
positioning was irrelevant to their own lifestyle and value
system. Hence, the extent to which there is a fit between a
consumer’s value system and the values projected by a brand is
a key determinant of the potential endorsement of a brand by a
consumer.
55
purposes of this study, secondary data are deemed to meet these criteria, given
that brand equity was the focus of the study, while the generation of the
attributes list has taken place against the background of qualitative image
studies. The robustness of quantitative findings would be enhanced if equity
tracking data were available, on the grounds of which we might be able to
build a multivariate regression model or conduct a time-series analysis, in
order to assign a predictive value to the findings.
56
5. The methodology of discourse analysis is not rigorous
enough, cutting down the variety of possible interpretations,
made available by the text.
4.8 Conclusion
This chapter presented the purpose of our study, along with the research
objectives and the methods of data collection and analysis that were used with
view to exploring these objectives. Based on similar methods employed in
various studies and against the background of the brand equity attributes and
dimensions that make up the Brand Equity Pyramid, the output of our research
will be illustrated in the Main Findings chapter, in an attempt to map out brand
equity in the Bath Foams category.
57
CHAPTER 5: Analysis of Main Findings
58
5.1 Introduction
In this section the findings of the analyses that were conducted on secondary
research data in the context of desk research will be displayed.
First and foremost, the performance of the investigated brands against the key
variables (brand pyramid blocks) that make up the Brand Equity Pyramid
(cf.3.5) are displayed in Table 4.
59
(spontaneous brand awareness), that forms the base of the brand equity
pyramid, was gauged from a separate question enquiring which brands
consumers were aware of.
The key value drivers were discerned by looking at the correlation coefficients
between awareness and each of the key variables under investigation. This
analysis takes into account how each attribute, therefore each of the key
variables that are made up of the distinctive attributes, scores on a category-
wide level. Insofar as spontaneous awareness is considered to be a proxy for
brand strength (cf. 4.6-Objective 1), the stronger a brand and/or a variable, the
more likely it is for the correlation output to be close to 1 (or 100%), as amply
evidenced in the Table 5.
1. There is a clear positive relationship between the key equity variables and
spontaneous awareness on an inter-brand, and hence on a category-wide level.
2. The highest correlation coefficient is observed between brand salience and
experiential benefits. Hence, in order for a brand to colonize successfully
consumers’ perceptual framework in the Bath Foams category it is crucial to
establish a rich set of consumer associations with regard to the end result, that
is brands must become as “experiential” as possible in the battle of winning
consumers.
3. Contrary to what was expected (cf.3.5), identification and brand salience
have the lowest correlation coefficient. However, this may be explained in the
6
cf.4.4 for the source of data whereupon the analyses were conducted
60
context of the disadvantages of the data collection method, that is quantitative,
where, as is well-known, eliciting in-depth responses which may dwell in
preconscious and unconscious strata of consumer behaviour, is not feasible via
a rationally structured list of attributes, but merits a more qualitative approach
(cf.4.3.3).
Average selling
price (per 1000 ml) 7,5 6,6 10,2 8,8 8,0 7,7 7,5 7,9
7
This analysis constitutes a holistic approach (cf.3.7), combining the overall equity score for each of the
examined brands (that emerges from averaging the four basic dimensions making up the Brand Equity
pyramid) with non-attribute based components, that is marketing performance, such as share of market,
sales, weighted distribution, pricing, advertising expenditures, that have been collected through independent
research audit firms, such as AC Nielsen and Media Services.
61
In the case of (i) the correlation coefficients were quite low, as may be
gathered from Tables 7-9.
Average correlation between brand equity and value sales was 54%, between
brand equity and market share 53%, while average correlation between brand
equity and volume sales was 21%. In a standalone fashion, this direct method
of gauging the effect of brand equity on market performance might point to the
conclusion that brand equity is not a key determinant of market share and
value/volume sales.
However, as Khandelwal and McKinney report (2003) (cf.3.7 and 4.6) “it has
been observed that in some cases brand equity scores do not correlate with the
in-market performance which exhibits that there are factors (for example
distribution, pricing) other than the brand equity that need to be addressed to
strengthen the market shares before brand equity can become a major
contributor to strategic planning and growth”. This finding urged us to conduct
the second set of correlations, as above mentioned, between market share and
the rest key marketing variables (advertising pressure, weighted distribution,
pricing). This set of analyses on secondary data allowed us to determine in an
indirect, inferential fashion the relative effect of brand equity on market
performance, in terms of a residual value approach (cf.4.6).
62
As regards advertising pressure, there is a clear positive relationship between
advertising spending levels and achieved market share8. Table 10 table
displays the respective figures for the key Bath Foams market players for the
year 2004.
Based on this dataset, a correlation figure of 68% was returned, which points
clearly to a positive relationship between the level of advertising expenditure
as an enabler of market share sustainability.
8
This is also in line with J.P.Jones’ finding, published in his seminal book “When Ads work: New Proof that Advertising
Triggers Sales” (Lexington 1995), where there was ample evidence about high correlation between market share growth and
advertising intensity (p.95); advertising intensity is used by the author interchangeably with share of voice, denoting the same
metric).
63
Based on Table 11 data a correlation figure of 86% was returned, pointing to a
clear relationship between the achievement of market share and the build up of
distribution, even more so than in the case of advertising expenditures. The
positive relationship between market performance and key marketing
parameters as above illustrated (distribution, pricing, advertising expenditures)
is pretty much self-explanatory. As Ehrenberg et al (1998) contend, the
number of consumers to whom a brand is salient tends also to correlate with
just about everything in the marketing-mix that contributes towards purchasing
and market share.
The above more often than not verified remark by the authors, which
constitutes a consolidation of longitudinal studies across more than 50 product
categories is a forceful attestation of the findings of our research so far. Hence,
despite the fact that (i) brand salience correlates positively with all equity
dimensions (ii) market share and value/volume sales correlate positively with
almost all key marketing mix elements, yet key brand equity variables have a
mild positive correlation with value/volume sales and share of market. This is
attributed to the low level of discrimination among the key players, with the
exception of Dove, which manages to charge a considerably high premium (cf.
Table 6)9.
The above point to the conclusion that whereas the relationship between
market share and the marketing mix variables is pretty much linear, yet some
brands are more effective than others in building equity. Also, as already
stressed (cf.3.2), establishing differential positioning entails establishing
differentiated consumer perceptions that lead to brand equity. Insofar as
building equity may only be attained at the interface between the brand and the
consumer, then gaining in equity and long lasting consumer perceptions may
be attained by enhancing the effectiveness of brand communications (all other
marketing mix variables held equal, as already explained in the preceding
analyses and on the grounds of the positive relationship among key marketing
variables). This standpoint is further discussed in Chapter 6.
9
A similar finding regarding high brand equity for Dove and its ability to command a price premium
was found by A.Chaudhuri (1995) in “Brand Equity or Double Jeopardy?”, Journal of Product and
Brand Management, Vol.4, No1.
64
5.4 Objective 3 Main Findings: Discerning whether there is sufficient
differentiation among the key brand players
As is well known in the brand equity literature, brands with high esteem tend
to score high across seemingly discreet attributes, due to the “halo effect”
phenomenon. “Halo effect” urges consumers to attribute high scores to most of
the attributes, based on the degree of brand knowledge, usage and
involvement. In order to purge data of the halo effect, which more often than
not seethes into quantitatively consolidated perceptions, the statistical method
of double centered normalization was applied (cf.4.6, Objective 3).
The output from the above analysis allowed the determination of the true
points of differentiation among brands in the Bath Foams market, which are
displayed in Table 12:
65
On the grounds of the above analysis the following are inferred (per key brand
of concern):
Dove is clearly the leading equity, with the highest salience (spontaneous
brand awareness) score (60%). In terms of equity, it stands out in
performance/imagery. In particular, it is well differentiated from competition
in terms of well endorsed range of fragrances, for leaving skin soft, not drying
the skin, and for its moisturizing effects.
Johnson’s has carved a key territory and is perceived mainly for its suitability
for children and for the whole family, thus standing out in terms of
identification.
Lux stands out for its fragrances, Sanex for being clinically tested and
Papoutsanis for its competitive prices.
Palmolive, Badedas, FA, Nivea do not have any clear positioning, while their
equity is indiscreet and diffuse.
In a nutshell, the majority of key brand players in the Bath Foams market have
not attained to cultivate points of differentiation, in Keller’s terms, thus facing
the threat of unsustainable competitive advantage and market share erosion in
the long term. Equity scores are suggestive of points-of-parity associations,
which “represent a necessary, but not sufficient condition for brand choice”
(Keller 1998, p.117).
On the grounds of the Brand Equity pyramid and in the light of the main
findings in the context of desk research, this section provides an exposition of
key brands’ primary and secondary brand associations.
66
made primarily at singling out certain areas of concern, in line with the topics
covered in the in-depth interviews discussion guide. Then, primary data
(verbatims) were rearranged in such a fashion, as to transform speech-acts into
brand equity related insights, while trying to respect the original intention
behind speech-acts on behalf of consumers.
Starting with a synopsis of the first three objectives’ main findings, it was
found that experiential benefits is the key value driver of the Bath Foams
category as a whole; on a category level, brand equity does not correlate highly
with market performance (in a direct fashion), due to the high degree of
undifferentiated equity perceptions for the majority of key brand players
(Palmolive, FA, Nivea, Badedas), with the exception of Dove, Sanex and Lux;
Dove is the leading brand in brand equity terms and market performance, given
its market share status and its ability to command a higher price premium.
The focus of this section will now turn to an exposition of key brand players’
primary and secondary brand associations, after an overview of the qualitative
research findings on a category-wide level.
67
that during that process, Informants were mentioning as main criteria not only
functional benefits but also more emotional benefits such as the feeling of
freshness (Informants:1,2) or feelings of relaxation: “ I want to feel relaxed
after having taken a bath at the end of a difficult day” (Informants: 5,7). During
that stage, the following criteria emerged as the most important ones:
Fragrances: Fragrance was claimed to be one of the major criteria for the
selection of the category. “I choose this brand since it has fragrances I like”
(Informants: 6, 7, 9). What Informants expected from “fragrance” is variable.
Some are looking for strong, “happy” fragrances; others claimed that they are
looking for more “discreet” fragrances. Some say that they want it to last after
the bath, others that they enjoy the fragrance during the bathing process. In any
case, Informants claimed to smell the products in front of the shelf in order to
be able to make the final decision.
However, preferences vary depending on the size of the family but it is worth
mentioning that all interviewees claimed that they buy small sizes during
holidays. Some Informants claimed that they usually buy small sizes in order
to have a lot of different bath foams in the bathroom to have the opportunity to
choose among them according to their mood or even use more than one during
their bathing. As Informant 7 said “I want to have a lot of different bottles in
my bathroom, and be able to choose between them according to my mood.”
68
foams give the sensation of pure cleanliness, while others do not meet this
requirement. However, it is notable that the feeling of cleanliness is a threshold
requirement and it is closely connected with freshness, coolness and
revitalization.
With regard to moisture, Informants claimed that they need to feel their skin
smooth and moisturized. Moisturizing effect was claimed to be one of the
major benefits that Informants seek from their bath foam. It is worth
mentioning that certain Informants claimed that they do not expect or seek
hydration from their bath foam since they use special creams after their bath to
moisture their skin. As stated by Informant 4: “I am not interested in
moisturizing effect. I use body lotion for this reason after my bath”.
For both these benefits (cleanliness and moisturizing effect), the texture of the
product seems to be closely associated with the benefit. This association is
mostly clear for the moisturizing effect where Informants consider creamy,
thick texture as responsible for leaving the skin soft and hydrated. As
Informant 7 said: “I use Dove and I have this feeling of deep moisture… It is
because of this creamy, thick, white texture”.
Informants have a set of products that they like and are willing to switch
between them and promotions may have an impact on their decision for
selecting any of the brands comprising their salient set. In case a brand has
been rejected by the consumer, it will not be purchased even if it has a very
69
low price or is promoted with a very attractive gift. As Informant 4 said “I go
to the super market and I normally take a look at the brands that I use most
often. In case one of them has a promotion I like – I am keen on gifts – I will
purchase it. But I will not consider buying brands I do not like only because
they are on promotion”. “I once changed because I liked the promotion but the
product was awful and I decided not to pay attention to the promotions
anymore”. “I only pay attention on the promotions that have the products I like
and I switch between them” (Informant: 5).
Nevertheless, value added promotions (such as product and free gift) appear to
draw more easily Informants’ attention and are considered to be a very
effective promotion. As Informant 3 said “I love gifts. Each time I am in front
of a shelf I spend a lot of time checking who gives the best gift”.
It is notable that a lot of promotions have been recalled either during the
mapping process – when talking about the brands they have consumed - or
during the initial talk about the criteria that affect their purchase decision –
particularly when talking about the reasons for switching. The following were
quite memorable promotions: Dove Bath Foam with free hut made of silk,
Dove with free blouse made of silk, Palmolive with slippers, Badedas with free
mini radio. As Informant 10 said “Badedas is a brand that I would not use.
However, I bought the male variant for my husband since it had a mini radio as
a gift and I was sure he would like it”.
Information Sources
70
place during the first stage of the in depth interview process when Informants
were asked if they were influenced by advertisements.
At that time, it was stressed that the role of advertising is limited to building
awareness. “It helps me learn about new products in order to have a look at
them the next time I visit a super market” (Informant 4), but they need to use
and test the products in order to draw their conclusions.
In addition to the above, the shelves of the retail outlets were reported as a key
information source about new variants or other bath foams (“I spend time in
front of the shelves, smelling and having a look at the variants” as stated by
Informants 5,6).
Having thus far dwelt on the findings of the first stage of the in-depth
interview, we shall now proceed with the exposition of primary and secondary
associations for each key brand player of concern, as they emerged during the
71
second stage of the in-depth interviews, though the brand mapping exercise,
the moodboard and projective techniques.
Dove
With regard to the brand knowledge dimension, it is remarkable that Dove -as
a leading brand- enjoys high levels of spontaneous awareness, since it was not
only spontaneously recalled by all Informants – users or non users of the
brand- but it was also recalled among the three first mentions. With regards to
brand image, Informants appeared to have a very clear idea about what Dove
stands for: ‘Luxurious, premium, creamy with a moisturizing effect’ – even in
the case of Informants that had rejected it. As a brand with such clear brand
image, Dove has built associations in Informants’ minds, rich in all dimensions
(attributes, benefits and attitudes).
In addition to that, Dove has strong brand elements: (strong brand name, strong
symbols -the dove picture, the white color, the crème pouring into the bottle-
and a packaging (the oval, white opaque bottle) that are easily recognized and
established at the consumer’s minds. As stated by Informant 10 “ When I am
thinking about Dove, the picture of the milk pouring into the bottle comes to
my mind, giving me the sense that it will offer a unique moisturizing effect”.
Overall, Dove appears to meet the basic requirement of the “moisturizing
effect”, while Informants claim that they feel this moisturizing effect during
the bathing process.
With regard to the experiential benefits dimension of the brand equity pyramid,
Dove is perceived as a premium brand of high quality that is used by
Informants that treat themselves; they are rich, clean and beautiful. Dove
evokes a picture of Luxury and richness. It is notable that during brand
72
personification, Informants described the brand as a woman (aged 35 years old
+) that enjoys taking care of herself, wearing nice, expensive clothes. As
illustrated by Informant 7 “ Dove is a woman around 30+, that is Luxurious,
surrounded by white objects in a clean , expensive house, she wears expensive
clothes , she owns a yacht, she is part of the jet set”. This image was strong
even in the analogy process with the Dove planet as described by Informant 3:
“Dove planet is strong, it is differentiated, very Luxurious, and very clean,
with people with lots of money that live a Luxurious life”.
It is important to note that this picture is described by both Dove users and
Informants that have rejected the brand. The former adore the rich, beautiful
woman and they want to be like her, the latter consider this lady somewhat
hypocritical or even boring and distant and cannot relate to her. In both cases
the picture and the associations are clear. Dove is white, creamy, rich, leaves
the skin smooth and supple. In the case of its users, as illustrated by Informant
1: “Dove is my brand: a brand that takes care of my skin is rich, pure, and
Luxurious”. Dove brand is a very clear choice for those Informants that seek
moisturizing benefits from the bath foam category. These perceptions were
confirmed during the collage process, where Informants were choosing icons
of expensive bags, satin clothes, jewellery, beautiful - clean - blonde women,
creams, white color to describe the Dove brand.
Overall, Dove holds strong associations (white, milk, softness) that have been
built not only though advertisement, but supported through all elements of the
marketing mix (white packaging, thick texture, promotions with satin garments
that convey the idea of softness and Luxury). It is notable that apart from
strong, Dove associations are favorable and unique, mostly for those consumer
seeking softness and hydration from their bath foam. In any case, Dove enjoys
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a very clear positioning as a brand that is premium, well established, of high
quality, that delivers its promise of moisture.
Palmolive
Palmolive does not appear to have a strong, unique, single minded image in
consumer’s minds as is the Dove case.
It is notable that Palmolive brand has a lot of identities (“It is not one planet, it
is a lot of smaller, different ones” as stated by Informant 5). On the one hand,
Palmolive is modern, different, young, joyful, and full of colors and
fragrances, exciting. As described by Informants, during the projective
techniques phase, the Palmolive planet is “a green, natural environment,
exotic, with strong fragrances, with lightly dressed, beautiful, young, warm
people” (Informant 4), “Relaxing environment, something like a spa, where no
stress, no activity exists, a world full of pale colors – light purple, light blue -
more a rainforest type of world “(Informant 6). Similar pictures were used to
describe Palmolive during the moodboard technique: Islands, natural
environment, green trees, flowers, young Informants in beachwear.
Palmolive associations (nature, colors, fun) are rather strong and favorable,
especially to these Informants seeking more “experiential” benefits from a bath
foam such as relaxation, strong fragrances. However, Palmolive associations
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are not unique. On the contrary, they are very similar to FA’s brand
associations.
FA
It is worth mentioning that at the stage of the brand mapping process, the
pictures of colors, nature, activity, refreshing experience and fragrances were
mainly quoted. FA communication (TV ads) played a major role in building
associations to Informants’ minds. It is notable that FA TV advertisement was
the first recalled by all Informants. In addition to that, in the context of the
analogies technique, the FA brand was described as an island that is
surrounded by sea and waterfalls, images that are communicated in the FA
commercial.
Badedas
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with the shape of its bottle. With regards to performance / imagery attributes,
Badedas was described as an average bath foam that cleans well.
Nivea
Nivea is a brand that competes in various product categories and is well known
for its creams / body lotions products. However, it lacks awareness as a bath
foam brand – no Informant recalled it spontaneously. When people identified it
they talked about boring bottles with no innovation. As Informant 10 said: ”
Everything is boring about Nivea: the opaque, blue bottles, the fragrance,
everything!”
Nivea , due to its strong heritage in body lotions and creams has been accepted
as a brand that may offer moisture effect but as Informant said: “There are
better options in bath foam category when seeking moisture”. It is interesting
to note that during the analogies’ process, Nivea was evoking images of boring
family movies, ordinary, unsuccessful people. Nivea did not have either strong
or favourable associations.
Lux
Lux is a brand that has strong awareness since more that half of the Informants
recognized the brand spontaneously.
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lasting (as Informant 8 said “Lux fragrances are long lasting. I love them”),
while other Informants found them too strong. It is worth mentioning that there
was the case of 2 Informants (2, 6) that described Lux as a brand that is old
fashioned and associated it with the soap category. As Informant 6 said: “Lux
reminds me of my grand mother that was using Lux soap. It is so old fashion!”
With regard to experiential benefits, Informants that are brand users, described
feelings of Luxury and pleasure when describing the feelings they get when
having a bath with Lux. Overall, Lux is connected with pictures of Luxury. It
is notable that during the analogies stage, Lux was described as a rich woman,
older woman, with Luxurious appearance but a little bit distant. As Informant 5
said: “Lux is a woman at mid 40s that is beautiful, very Luxurious, attracts
attention but does not let the others approach her; she is a little bit distant”. In
addition, in the context of the moodboard technique, Lux was associated with
pictures of gold, precious stones, femme fatales.
Lux image has been influenced by the TV advertisements that show beautiful,
rich and famous celebrities bathing with Lux. Two Informants (2,3) recalled
these advertisements. As Informant 2 said: “Lux reminds me of E. Menegaki [
a Greek, TV persona that has endorsed the brand] that is beautiful, Luxurious,
but somehow “comme il faux”.
Overall, Lux is connected with fragrances and the idea of Luxury. However,
we must highlight the fact that in most cases the idea of “Luxurious brand” has
been rejected by Informants as something that is not realistic. As Informant 6
said: “Lux would like to be premium and Luxurious, but it is fake”.
Sanex
Although Sanex is well positioned in Informants’ minds, it does not enjoy high
levels of spontaneous awareness. Sanex identity is very clear. With regard to
the functional benefits, Sanex is considered to be clinically tested, hygiene,
suitable for people with allergies that need something neutral for their
cleansing. People recall it promptly, but rarely include it in their set of products
that they regularly buy. Sanex is more functional (“Neutral, “Clinically
tested”), but lacks emotional associations. During the analogies’ process,
Sanex was described as a doctor or someone that is obsessed with cleanliness
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and hygiene, someone that most of the Informants could not relate with.
Nevertheless, Sanex was strongly differentiated versus all other brands in the
category as the expertise in hygiene.
With regards to experiential benefits, it is notable that J&J brand was described
as a brand that respects the skin, but did not evoke multiple descriptions related
to feelings or pictures. Moreover, it is not perceived as something premium (as
in the case of Dove), but as a viable option in the bath foam category.
It is notable that during the analogies’ stage, all Informants described J&J
brand as a baby that is sweet and soft. The J&J brand association with babies
(suitability for kids) is very strong. During this process, it was made clear that
J&J advertisements in all product categories had played a significant role in
building this association. It is worth mentioning that during the analogies
process four out of ten Informants, while describing images and characteristics
of the J&J brand, recalled the Johnson shampoo advertising “No more tears”.
As Informant 2 said “It reminds me of the “no more tears” shampoo
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advertisements, with the baby that does not cry.” Johnson’s has a very strong
identity as a brand suitable for the whole family.
During the brand mapping and the analogies phases of the in depth interviews,
some points of difference and /or similarities between the brands emerged.
During the brand mapping process, the Informants clustered the brands
according to their key brand selection criteria. The two dominant criteria upon
which brands were categorized were the following: Skin Care (hydratation),
fragrance and experiential benefits (feelings of cleanliness, relaxation,
pureness, freshness). Brands were found to fall largely in two broad categories:
skin care (Dove, J&J, Nivea) and that of fragrances and freshness (Palmolive,
FA, Badedas and Lux).
On the one hand, it was evident that Dove, Johnsons and Nivea brands were
highly connected to hydration. Despite the fact that all these three brands had a
point of parity (the moisturizing benefit), further analysis during the projective
techniques pointed to quite a few points of difference. Dove offers a
moisturizing effect, but at the same time it is premium and more relevant to the
Informants. Dove has a “female” image, a brand that is used by Informants that
take care of their appearance and want to be beautiful and unique. On the
contrary, J&J appears to be a brand for the whole family, a brand relevant to
kids that housewives buy in an effort to “take care of your family”. Nivea
leverages its strong heritage of body lotion category in bath foams and has an
image of a brand that offers skin moisture, but lacks in terms of experiential
benefits and identification.
On the other hand, Palmolive, FA, Badedas and Lux were categorized as
brands that have very strong fragrances. Palmolive and FA were perceived to
be very close as brands that offer refreshing experiences. This finding was
clear during the projective techniques, when Informants were describing Fa
and Palmolive with almost the same pictures of nature and fun. One difference
between these two that emerged during the analogies’ process was the fact that
“Palmolive lady” appeared to be more involved with her appearance, more
relaxed, whereas FA lady was more into sports. Badedas, as already described,
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has a more “male” image and lacks the “feminine” side. Lux has strong
variants but it lacks in refreshing experiential benefits.
5.6 Conclusion
This chapter presented the main findings according to the four research
objectives. As emerged through desk research, the majority of brand players
suffer from low discrimination in brand equity terms, which is reflected in the
lukewarm relationship between brand equity and market performance.
From analyses conducted on secondary data and the brand mapping technique
conducted during the qualitative phase of the project it was found that
experiential benefits, fragrances and the benefit of moisturization are key value
drivers in the Bath Foams category. Dove was found to be the leading equity in
the Bath Foams market in both equity terms and market performance, which
corroborates Keller’s hypothesis that strong brands cherish higher market shares
and are able to command price premiums. Palmolive was found to perform well
on the experiential benefits equity building block during the qualitative
exploration of brand associations, however consumer perceptions are somewhat
polarized. This is attributed to the existence of different product lines and an
inconsistent brand promise, as against Dove, which has a coherent equity
platform, built on the promise of moisturization and fortified via cross category
promotions.
The next chapter constitutes a reflection on the main findings of the research
against the literature review, while focusing on Dove and Palmolive brands and
attempting to point to directions whereby brand equity may be enhanced.
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CHAPTER 6: Conclusions and Recommendations for
further research
81
6.1 Introduction
Secondary and primary research findings clearly pointed to the conclusion that
consumer based brand equity principles apply in the case of Dove.
82
Hence, in this section an attempt is made to demonstrate how brand
communications may be closely integrated with view to producing the
intended brand knowledge structures for the Palmolive brand.
The quest for possible links between IMC and brand equity is often considered
as a quest for the Holy Grail (according to Ehrenberg, 1997), given that the
ways whereby the effectiveness of various communicative vehicles is
measured differ markedly. For instance, TV advertising effectiveness is
measured in terms of actual GRPs, CPR, reach, frequency, which is not
directly comparable to Outdoor and print advertising (despite the fact that
some measures are commonly used, they are not directly comparable, given the
creative particularities of each medium and the different levels of exposure to
and involvement with each medium). This is further complicated by less
traditional vehicles that fall under the generic term “direct” or “below the line”
marketing, encompassing database marketing, couponing, events, e-advertising
etc.
83
communications between an organization and its audiences that collectively
affect the outcome of these two core and overlapping management tasks".
84
“Consistency considerations relate to the extent to which information conveyed
in different communication options is consistent and thus mutually reinforcing.
Complementarity considerations relate to the extent to which different
communication options are designed in a way such that the strengths in one
option help to negate the disadvantages of another option” (Keller 1998,
p.257). Consistency and cohesiveness of brand image are important because
they determine how easily existing associations can be recalled and additional
associations may be linked to the brand in memory.
Hence, we may conclude that the multiplicity of discreet product line benefits
and consumer associations should be enacted against a uniform brand promise.
In terms of integrated marketing communications, a uniform brand promise
may be enacted by employing the key brand benefit(s) across all
communicative vehicles. This could be executed by including a respective
pack shot in all TV communication, a tag line in radio communication, as well
as an additional line in all POP materials, on pack promotional communication
and PR briefs, stressing the single minded proposition of brand equity. In
85
addition, an equity enhancing advertising execution might be developed,
focusing on the core brand promise, while depicting all different product lines.
This would run in tandem with discreet product line focused advertising in
order to fortify the uniqueness of the core brand equity. “Therefore, in the long
run, different communication elements should be designed and combined so
that they work effectively together to create a coherent and cohesive brand
image” (Keller 1998, p.257)
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advantage in equity terms to short term sales oriented benefits. “The
increasing speed of technological change is such that there would appear to be
better opportunities for developing stronger, more erosion resistant brands by
allocating a larger share of resources to the so-called softer side of image than
is currently used” (A.Biel, The Brandscape, Converting Image into Equity,
Admap Oct 1991). Hence, the constantly recurring criticism that brands are not
differentiated and that they are increasingly mere commodities.
One of the major limitations of this research is the difference in the periods
covered from the secondary and primary researches, as secondary research data
stem from 2004, whereas primary research was conducted in 2005. Given the
high level of new product introductions and the concomitant change in brand
87
communications, consumer perceptions may change on the grounds of trial of
new products or the exposition to new brand advertising. Hence, despite the
fact that primary and secondary data were congruent in various respects, the
validity of the comparison might be enhanced if all data stemmed from the
same period of time.
From the analysis of the results of this research, it has become apparent that
there are several areas that might merit further research, as follows:
88
impact on the strength, favourability and uniqueness of brand
associations.
4. In terms of methodology, an issue was encountered during primary
research, regarding the indicators that would enable us to classify brand
associations as unique, favourable and strong. It might be useful to coin
a systematic approach for classifying brand associations under these
discreet categories.
5. Last, but not least, despite the fact that brand equity was shown to be a
key factor for sustaining brand leadership (the case of Dove), it might
merit further investigation to demonstrate the effect of brand equity in
terms of short, mid and long term benefits and in the context of return
on brand equity investments.
6.6 Conclusion
Last, but not least, further areas of research were outlined in order to enlarge
the exploratory scope and yield more insights in the inherently complex topic
of brand equity.
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APPENDICES
90
APPENDIX I: Bibliography
91
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Baldinger, A (1990) ‘Defining and applying the brand equity concept: Why the
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Barwise, P (1992) ‘Brand equity: Snark or Boojum?’ International Journal of
Research in Marketing; 10, pp. 93-104
Biel, A., Aaker, D.A. (1993) Brand Equity and Advertising: Advertising’s role
in building strong brands, LEA Publishers
Biel, A. (1991) ‘The Brandscape: Converting brand image into equity’ Admap
Biel, A. (1997) ‘Discovering brand magic: the hardness of the softer side of
branding’ International Journal of Advertising, Vol.16, No3
Blackston, M. (1995) ‘Copy-testing and brand equity: What’s the connection?’
Journal of Advertising Research, 35 (1), RC2-RC7
Blackston, M. (1995) ‘The qualitative dimension of brand equity’ Journal of
Advertising Research, 35 (4) RC2- RC7
Branthwaite, A , Cooper, P. (2001, Oct) ‘A new role for projective techniques:
Tapping the power of imagery’ Esomar Congress Paper
Broadbent S. (1998) ‘Advertising Effects-more methodological issues’ Journal
of Marketing Research Society, 30 (2), pp.224-229
Chaudhuri, A. (1995) ‘Brand Equity or double jeopardy?’ Journal of Product
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92
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Management Decision
Web sites
http://www.brandchannel.com
http://www.brandfinance.com
http://www.brandknowledge.com
http://www.warc.com
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APPENDIX II: Profile of Qualitative
Research informants
96
Informant 1: Joanna, 25 years old, B socio economic class, single.
• Main brand: Dove.
• Spontaneous awareness of the following brands: Dove, Palmolive, Fa,
Johnson
• Prompted awareness of the following brands: Lux, Sanex, Nivea,
Papoutsanis, Badedas
• Brands she has never used: Papoutsanis, Badedas
Informant 2: Maria, 36 years old, B socio economic class, single.
• Main brand: Dove.
• Spontaneous awareness of the following brands: Dove, Palmolive, Lux,
Sanex
• Prompted awareness of the following brands: Fa, Johnson’s, Nivea,
Papoutsanis, Badedas
• Brands she has never used: Papoutsanis, Nivea
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• Brands she has never used: Papoutsanis, Badedas, Johnson, Nivea
Informant 8: Niki, 40 years old, C2 socio economic class, married with 1 child.
• Main brand: Lux.
• Spontaneous awareness of the following brands: Dove, Lux, Fa.
• Prompted awareness of the following brands: Palmolive, Nivea, Badedas,
Johnson
• Brands she has never used: Papoutsanis, Sanex, Badedas, Johnson’s.
Informant 10: Fofi, 42 years old, C1 socio economic class, married with 2 children.
• Main brand: Palmolive.
• Spontaneous awareness of the following brands: Dove, Palmolive,
Johnson’s.
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• Prompted awareness of the following brands: Nivea, Badedas, Lux, Fa,
Papoutsanis, Sanex.
• Brands she has never used: Sanex, Nivea, Lux
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APPENDIX III: Moodboard Technique output
(collages)
100
101
102
103
104
105
106
107
108
109
110
APPENDIX IV: Brand Maps
111