A discussion on the evaluation method of brand influence research

In 2011, Poly cost-effective in the various media to put a large number of advertising, quickly spread a cost-effective brand image, in the non-Amoy to cultivate the brand awareness, and also in Amoy Strengthening fixed the brand understanding, from the cost-effective promotion of the brand value to play an integral role.
Prior to the launch of the campaign, the team Q3 with a cost-effective brand impact, focusing on six key targets:
--Familiarity: the extent to which the user knows and understands the brand, reflecting the status and position of the market
-Popularity: A popular/widely accepted brand that reflects the status of the market
--Relevance: brand and product suitability for the target population, is the basis of brand assets
-Unique features: The brand in other brands, reflecting the brand beyond the competitiveness of the ability of the hand and brand prospects
-High quality: User-perceived mass is the most basic element of a brand's existence
--trust: The user's ability to trust and reflect the brand's benefits and rights
These six targets are used for brand research in the market, and each of the targets is expressed in one sentence to form a scale, and the cost of the answer is small. This migration to the Internet to create new products in the study, the basic can achieve the objective of the study. This article does not make a deep analysis of the cost-effective brand impact, and the side of the analysis method of the discussion.
The indicator is descending
In this example, there are six reference points to evaluate the cost-effective brand impact, but it can be found that there is a strong relationship between the six markers (the relationship is more than 0.5, and very clearly related), in the CI assessment, you need to consider the simple indicator.
In general, the principal component analysis method or the factor analysis method are used. Most of the cases, the principal component analysis of the main component is not easy to explain, and through factor rotation can reduce the main component often ambiguity, can make factor negative charge of the structure more simple, and more favorable to the explanation of the factor. In addition, the commonly used software can directly output the value of the factor score, and the value of the principal component needs to be re-calculated.
The first factor analysis for the six markers, the resulting KMO value for the 0.891,bartlett spherical experience is 2747210.409 (DF=15), which is very suitable for factor analysis. The final extraction of 2 common factors, the cumulative variance contribution rate of 84.6% (see table below), the explanation is very strong; the difference between the original matrix and the >0.05 is 26%, and the effect is better.
Brand Impact Force Indicator
Through the factor load matrix can be found that the first common factor more on the side of the use of poly-cost-effective psychological understanding, and the second common factor is more physical reality and the perception of the phenomenon, so the first common factor is named as a deep feature, the second common factor is named as the surface characteristics.
In addition, the relevance of the reference to the two common factors on the load is relatively large, generally in considering the structure validity, will be in the different common factor load is larger of the indicator is deleted, but this example does not pursue the structure of validity, but hope that although it is possible to retain the reference in the target system in order to achieve the purpose of a further analysis, so there is no removal of the relevance of the target.
Calculate brand Influence CI score
With two common factor scores, CI can still not be evaluated. In order to be more simplified, the final use of a digital brand CI photo impact, need to step into the calculations.
The CI score of factor analysis needs to use the characteristic root and factor score of each factor, and the calculation equation of this example is as follows:
CI score of the Single sample = (characteristic root 1)/(characteristic root 1+ root 2) * Male factor 1 score + (characteristic root 2)/(characteristic root 1+ characteristic root 2) * Male factor 2 score
Since the factor score is the standardized fraction, the calculated CI score is also the standard fraction, which needs to be transformed into 0-100, so that the brand CI the photo. The following should be done:
Single like this brand CI group photo impact score = (Single-CI score-all the CI of the same score)/(the maximum value of all such CI scores-the minimum value) *100
In this way, you can get every one of these for a cost-effective brand CI group photo, the comparison analysis of different groups.
The difference between the brand influence of the group
First, make a difference between the male and female groups. The independent analysis of this T-experience shows that men and women have a significant difference in the cost-effective brand impact, and men are better at CI.
Second, make a difference to the different city class groups. The analysis of variance (two ratios) shows that different city level customers have a very significant difference in the impact of a cost-effective brand, and the three-line city user has the highest impact on the cost-effective CI of the brand, while the one-line city has a low CI assessment.
Through the integration of cost-effective business and brand advertising, I believe that the brand impact score will be significantly improved, to continue to study the evidence.
Small knot
The evaluation method of the brand influence, the basic operation flow is as follows:
1, make sure the evaluation of the sub-target;
2, through the factor analysis (or principal component analysis), to the sub-standard to reduce, and calculate the public factor score;
3, calculate the common factor of the CI score, and turn into 0-100 of the direct-viewing fraction;
4, to the different groups of the brand impact Force CI score.
When it is more than a different brand, or the same brand at different stages of the impact, you need to integrate the statistics, the above calculation process. Only in this way can we maintain the same level of comparison.

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A discussion on the evaluation method of brand influence research