Workshop 4
Objective
Analyze the strength of three competing brands determining
their level ofremembrance, Behavioral
Brand Equity, Mental Brand Equity, and the
main associations in the consumer’s mind.
Methodology
1. Choose 3 brands that compete among them in a product category.
The Chosen brands are Colgate, Oral-B and Fortident.
They are brands that compete in the tooth paste category.
2. Apply the questionnaires of behavioral brand equity (MBE) and mental brand
equity (NERS) (attached below) for the three brands.
Brand equity (MBE)
Question
|
Colgate
|
Oral B
|
Fortident
|
I consider myself loyal to the brand x
|
4
|
1.58
|
1.29
|
The brand X would be my first option
|
4.14
|
1.26
|
1.35
|
If the brand x were not available in the store, I
would not buy other brands
|
1.81
|
1.63
|
1.47
|
The quality of the brand x is extremely high
|
3.81
|
2.95
|
2.12
|
The pobability that the brand x is functional is
very high
|
3.95
|
3.32
|
2.47
|
I can recognize the brand x among its competitors
|
4.62
|
3.16
|
2.53
|
I can easily recall in my mind some of the
characteristics of the brand x
|
4.33
|
2.53
|
2
|
I can easily remember the symbol or logo of the
brand x
|
4.43
|
3.79
|
2.35
|
I have difficulty picturing the brand x in my mind
|
4,1
|
4
|
3,65
|
Total
|
3,91
|
2,69
|
2,13
|
Mental brand
equity (NERS)
Question
|
Colgate
|
Oral B
|
Fortident
|
Product Category
|
Desirable
|
3,95
|
2,85
|
2
|
3,46
|
Stimulating
|
3,27
|
2,6
|
1,83
|
2,67
|
Happy
|
3,59
|
2,55
|
2,28
|
3
|
Fresh
|
4,73
|
3,68
|
2,67
|
4,83
|
Pretty
|
3,5
|
2,95
|
2,17
|
2,5
|
Doubtful
|
1,14
|
1,63
|
2,33
|
1,75
|
Worrying
|
1,05
|
1,37
|
1,72
|
1,58
|
Irritating
|
1
|
1,26
|
1,56
|
1,5
|
Total
|
1,9813
|
1,2963
|
0,6675
|
1,4538
|
3. Calculate the Top of Mind and Share of Mind for the three brands.
The Top of Mind is the brand or a specific product
that first came up to the consumers mind when talking about a specific category
or industry.
On the other hand, the share of mind is the number of
times a brand is named or remembered by the consumers when talking about an
specific category or industry.
In order to establish the top of mind and the share of
mind, we ask in the survey the following question: “List the first three brands that come to your mind when you
think about toothpaste”.
The first brand
consumer respond is selected as the top of mind of the category (over 20
answers), and the number of time the brand is named build the share of mind of
the brand (over 60 possible answers).
Top of mind
COLGATE: 75% (15/20)
ORAL B: 15% (5/20)
FORTIDENT: 0% (0/20)
Share of mind
Colgate: 0.333
(20/60)
Oral B: 0.3 (18/60)
Fortident: 0.15 (9/60)
4. Using one or two open questions, inquire about the most available
brand associations in the minds of the
consumer’s in your sample.
In order to know what kind of association have
consumers mind we ask the next question for the toothpaste brand
"What comes
first to your mind when you think about tooth paste X?" (Over 20
answers)
They answer
Colgate
|
# of response
|
Oral-B
|
# of response
|
Fortident
|
# of response
|
red
|
4
|
Good
|
2
|
cheap
|
4
|
cleaning
|
3
|
exclusive
|
1
|
saving
|
3
|
leader(#1)
|
5
|
expensive
|
3
|
village(pueblo)
|
3
|
bunny
|
1
|
blue
|
4
|
unknown
quality
|
2
|
teeth
|
2
|
dentist
|
5
|
family
|
3
|
teaching
kids how to brush their teeth
|
2
|
oral
sex
|
3
|
Colgate
triple action
|
1
|
Great
quality
|
3
|
Whitening
properties
|
2
|
Colombia
|
2
|
blue
|
2
|
||||
total
|
20
|
20
|
20
|
5. Determine what types of learning mechanisms are behind the three or four main associations.
COLGATE
Ø
Red: Salience association, the learning mechanism
behind this association is classical conditioning because it requires
repetition and proximity that is received from the advertisement of the brand
in which red is the most prominent color most of the time.
Ø
Leader: Salience association, the learning mechanism
behind this association is classical conditioning because it requires
repetition and proximity perceived because this brand has the highest market
participation and its better situated in the stands.
Ø
Cleaning: Favorable association, recognition heuristic
is the learning mechanism behind this association because most of the people
remember or recognize this brand over other, giving it a favorable review.
Ø
Great quality: Favorable association, recognition
heuristic is the learning mechanism behind this association because most of the
people remember or recognize this brand over other, giving it a favorable
review.
ORAL B
•
Dentist: Salience association, classical conditioning
is the learning mechanism in this association because this association is a
result of watching the advertisement over and over again where most of the time
dentists recommend and use this brand.
•
Blue: Salience association, the learning mechanism
behind this association is classical conditioning, this happens because of the
repetition of this color in the advertisement.
•
Expensive: Salience association, classical
conditioning occurs in this association because people have experience with
this product and recall its high Price.
FORTIDENT
- Economic: Salience association, classical conditioning
participates in this association because clients recall the low price of
the product due to the proximity they have with the product.
- Family: Salience association, classical conditioning affects this
association because the repetition of the advertisement in the consumer
makes them remember the family using the product.
- Saving: Favorable association, recognition heuristic happens in
this trait because clients recognize the low prices this brand presents
and it is a good trait because most people enjoy saving.
6. Make a comparison of the brands analyzing remembrance, brand equity, and image.
Colgate
|
Oral-B
|
Fortident
|
|
Brand
equity
|
As we
can see in the results of both questionnaires, Colgate obtained the best
averages, even getting a better average than the category in the NERS.
Therefore, it is obvious that Colgate has the best brand equity in the
Colombian toothpaste market. In fact, we can corroborate this by watching the
TOM and SOM results, where this brand got the top of mind and the highest
share of mind.
|
According
to the total averages that Oral-B got in the surveys, it has the second brand
equity among the three brands. Even more, we can predict that it has the
second brand equity of the whole toothpaste market because it has the second
share of mind and top of mind. Knowing this, and although Colgate is the
clear leader, we can assume that Oral-B is doing pretty well, as it has a
clear advantage over other brands different to Colgate.
|
Fortident
has a clear low brand equity. The averages obtained in the questionnaires
indicate that it has a low remembrance and a doubtful image. In general
terms, consumers don’t tend to choose this brand when looking for a reliable
toothpaste.
|
Remembrance
|
Colgate
has the highest remembrance on consumers. As we saw in the MBE, consumers can
remember the brand’s characteristics easily and make a whole picture of it in
their minds.
|
According
to the brand’s results in the MBE, consumers can picture Oral-B’s
characteristics as a brand easily inside their minds. However, there’s some
difficulty in remembering the characteristics of the toothpaste product, so
we can’t talk of a full remembrance of this brand.
|
As we
can see in the averages that Fortident obtained in the MBE, the remembrance
of this brand is the lowest of the three brands chosen. Consumers present
difficulties picturing the brand’s and the product’s characteristics in their
minds.
|
Image
|
As we
can see in the results of the NERS questionnaire, Colgate had a better
average than the category. In general terms, Colgate is seen as the leader
toothpaste in the market; this happens because its brand image reflects the
best quality, freshness, and reliability. For the majority of people, Colgate
has a fully favorable image.
|
The
average that Oral-B obtained in the NERS survey was pretty close (but still
below) to that of the category. Even though it has a quality and
exclusiveness image, its acceptance in the market is still quite low compared
to Colgate. As people tend to buy Colgate rather than other brands as Oral-B,
the image of these other brands reflect some doubt. Therefore, we can say
that the image of Oral-B is both favorable and unfavorable.
|
Fortident’s
average in the NERS questionnaire was way below the average of the category.
As we saw before, Fortident wasn’t the first choice of anyone because it has
an image that reflects economy instead of high quality. These perceptions
generate doubt and worry on the consumer, and therefore, create an
unfavorable brand image.
|
•The brand with the better brand image is most likely to be the brand with the better remembrance, with these two factors combined, Colgate is the undisputable leader in the toothpaste market.
•The importance of having salient and
favorable associations aids the brands and makes it easier to think about, resulting in better and higher brand equity
•The brand with the better results both on the NERS
and MBE was the only studied toothpaste which had a better
score than the brand
score, and it is the clear
leader in today´s market
•The top
of mind and
share of mind showed the same results the rest of the questionaries showed, a clear
leader.
•The
leader, colgate, has
very possitive associations, their logo
and brand are known by most consumers, giving them a very
importante advantage in comparison to the other two studied brands, which had a few negative associations.
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