Key Factor Analysis & Branding

[Statman]

A case study using GAP Analysis & Derived Importance and the creation of an Indexing Scheme to understand Brand Equity (Supplier Paper)

The second paper is a more comprehensive version with a focus on the Indexing aspect (Brand Equity Estimation)

[郑直ZhengZhi]

Thank You So Much ! 非常感谢！

[U*researcher]

Great report! Thank you for this

[bhanuprakash]

Thank you.

Its helps alot for me.

I want to know how to find "respondent expects of each attribute (E)".


Regards,
Bhanu

[radical1]

Statman, you're the greatest.

Interesting that the brand equity estimation only included the cases where respondents answered all attribute rating questions.

Thanks a lot for the report.

[cihuynho]

Thank you very much for useful topics.

[ahmedwali]

Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that identifies it to itself and the marketplace. A model may be beautiful, but without a name, she's just "that girl in that picture." Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer? A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as "The hobby shop a guy named Bob runs down the street a ways" is financial suicide. Each customer will have to describe the shop, who Bob is, and what the shop does every time someone asks about it. This makes the process of recommending a good hobby shop too much work for the average customer, and far too much work for a user looking for hobby shops on the Internet. A customer looking up Bob's hobby shop will have an easier time of it if he or she knows to refer to it as "Bob's House of Hobbies," and the customer can then refer others to Bob's hobby shop by name, increasing the potential advertising exponentially.

Developing a brand involves more than just picking a catchy name and placing an ad in the newspaper--a brand is more than a unique string of letters denoting a particular product; a successful brand is a mnemonic trigger that makes a consumer feel a certain way when the brand is thought of. For those who drink cola-flavored soft drinks, which is more appealing on a hot day: a cold cola soda, or an ice-cold Coke? Coca-Cola has spent 100 years developing their particular brand of cola-flavored soda as a refreshing beverage and a seminal representation of a market segment. Coca-Cola has used a combination of direct marketing, give-away techniques, and multi-product cross-branding to achieve maximum brand recognition and visibility in not only its immediately competitive market, but in markets as diverse as Coca-Cola branded race cars and house wares.

[nghiaquangtran]

A case study using GAP Analysis & Derived Importance and the creation of an Indexing Scheme to understand Brand Equity (Supplier Paper)

The second paper is a more comprehensive version with a focus on the Indexing aspect (Brand Equity Estimation)

hi Stat

I just have a quick view on the file "Brand Equity Estimate",
...can you tell me how to produce the "Table 1"...or by which software?

thank you

[Statman]

T1 is based on a series of regression models using SPSS. The actual table was then created in Word from the models.

[nghiaquangtran]

Thank you Stat so much

[nghiaquangtran]

T1 is based on a series of regression models using SPSS. The actual table was then created in Word from the models.

dear Stat

which is the regression model you use,...multy variance regression or single one

thank you

[Statman]

Simple LR

[nghiaquangtran]

thank you Stat

[Saegetus]

A case study using GAP Analysis & Derived Importance and the creation of an Indexing Scheme to understand Brand Equity (Supplier Paper)

The second paper is a more comprehensive version with a focus on the Indexing aspect (Brand Equity Estimation)

Indeed great materials Statman .. I was thinking as visual representation for the Map chart (in the GAP analysis) it could be also interesting and intuitive to use the expectation vs fulfillment space of quadrants and in this space to plot the importance of each attribute as bubble or code color or both. Of, course the map will have different significance but I think it will be more intuitive for clients...

[Statman]

Sounds interesting

[Alex.11]

Branding is perhaps the most important fact of any business--beyond product.
I want to know how to find "respondent expects of each attribute.
I just have a quick view on the file.
Thanks a lot for the report.

[olga.nev]

Thank you so much for the papers.
I'm just wondering how you interpret the negative scores of the attributes on linear regression as there were satisfaction scales used.

[jdstat]

Thank you so much for the papers.
I'm just wondering how you interpret the negative scores of the attributes on linear regression as there were satisfaction scales used.

Even though they are satisfaction scales, it would still indicate a negative correlation between satisfaction with the given attribute and overall satisfaction (or some other given DV). This could be due to correlation between that attribute and another, more "important" attribute, for example. (As price goes down and you become more satisfied with price, quality goes down and you become less satisfied with quality... if quality is more "important" than price, overall satisfaction decreases)

However, none of the negative scores in the report were significant at a 90% level.

[Sherman Whipple]

This illustrates why one cannot include both satisfaction and dissatisfaction on the same scale. Negative satisfaction is an error. One must analyse factors and attributes relating to dissatisfaction separately to gain insight.

[bookmytraining]

Thanks for sharing. It is very useful post for me.