THE ASSOCIATIONS OF JEAN BRANDS ON YOUNGSTERS: THE ...

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the product categories. Aaker (1996; 326-329), makes use of brand identification perspectives by taking the product features into consideration in the measurement of associations. These are; Brand as a product (value), Brand as a product (value), Brand as an individual (brand personality) and Brand as an Institution (institutional associations). In the measurement of value, brand’s functional benefits are considered a principle. Due to this, in the measurement, the variables that the brand worth the price given, in other words, that the brand worth the price paid is expressed and that the brand has a preferable quality among the other brands have been tested. An appraisal method has been formed according to the product classes instead of the functional value that the brand provides in its usage. As in the others, this appraisal method exposes the brand fixations of consumers to view in references. The clues which will be used in this appraisal method must be in the form of “brand among the other competitive brands.” Value component is frequently confused with the quality perceived. While the value component mostly includes functional benefit constituting the reason of product purchase and usage, the quality perceived includes different dimensions such as prestige or status. Brand personality, namely the measurement of considering the brand an individual is a method in which unique personality properties peculiar to the brand including the brand components which are emotional and realizational in itself are defined. The questions that might be asked in this method are like these: 128 “Docs this brand have a personality?” “Do you think this brand is interesting?” “What sort of an image might an individual who could use this brand have?” Additionally, the judgement that “the brand has a rich background” is also helpful in measuring the brand personality. Another approach enforced by Joseph Plummer who is the research manager of the research manager of the advertising agency Young&Rubicam and who measures the brand personality is ascertaining a reply to the question “if this brand were an individual, what sort of character would it have?” (Aaker, 1991:139-140) Apart from this, there are approaches too, that ascertains how the brand is required to be when it is an animal, activity or a magazine (Aaker, 1991:140-141). There are many ways used to measure the characteristic features, variety, appreciation and power of the brand associations. Qualificational methods are prior to the methods which are recommended for measuring probable associations (Keller, 1993). For instance, in free association task the consumers explain what brand means for them according to a format which haven’t been constructed. Consumers are inquired by means of questions such as “Who, What, When, Where, Why and How” about the brand. Projective techniques (Levy, 1978, 1981, 1985) such as picture interpretation and definitions of brand personality are among the other useful techniques particularly when the consumers are reluctant to express their feelings or when there are no explicate situations (Keller, 1993). The relationship between brand associations is measured with two general approaches. These are: 1- Comparing the associations with each other with an established method. 2- Asking questions directly to the consumer about congruence, competitive overlap and leverage for brand associations.
Congruence is the dimension in which brand associations are shared. The types of associations among consumers are compared with each other in order to understand which associations are peculiar to that brand. Consumers are directly asked about their expectations concerned with brand qualifications, benefit and attitudes towards the brand. Competitive overlap is concerned with what kind of associations are identified with product category and what kind of associations are not shared by competing brands, that’s to say, with that product’s uniqueness. When responses to brand recall task by the consumers by means of identification and product category or another clue are mentioned the thing which is intended is that the uniqueness is compared with the differentiation of a brand from the other brands which are in the same category in terms of characteristic associations and the variety, congruity and power of these associations. Hence, consumers are directly asked about to what extent they identify the brand with product category and what are the shared and unique aspects of brand their viewpoint. As for the leverage, it is related to secondary associations which are at stake for the brand. Leverage is evaluated with the institution that the brand belongs to and the individual, location, event or product category that associates the brand. To sum up, secondary associations related to the brand are considered essential (Keller, 1993). Keller (1993) encapsulates the appraisal methods of brand information constructions related to brand equivalence as shown in chart I. CHART I Measurement of Brand Information Constructions Related to Brand Equity Construction Appraisal Method Brand awarencess Recalling the brand by means of given product category or other clues. Recalling Recognition Differentiating a brand heard or seen before. Brand image Characteristic Properties of Brand Associations Uniqueness - Comparison of characteristic features of Associations with competitors (indirect measurement) - That the consumers are asked about unique properties of brand (direct measurement) Congruence - Comparison of association types occurred in consumers (indirect measurement) - That the consumers are asked about their situational expectations concerned with associations and brand (direct measurement) Leverage - Comparison of characteristic features of secondary associations with primary associations. (indirect measurement) - That the consumers are asked about their assumptions on brand-based primary associations-(direct measurement) 129
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