Discovery of brand image by the arts : empirical comparison of Arts-Based Brand Research Methods (ABBR)

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this proceeds cannot detect the unconscious emotions and attributes. There is a risk of standardized survey, because the emotions and attributes to the brand, which manifest themselves through images, colors, fragrances, etc., cannot be detected. The reason is the loss between the "translations" of non-verbal in the verbal attributes. Therefore, there are arts-based methods that allow working closely on the human senses. Four methods were compared based on the evaluation framework: Lego Serious Play (LSP), Multi Sensory Sculpting (MSS), Psychodrawing (PD) and Collage (C). The results of this study show that the newly developed evaluation framework allows a distinguished and systematic comparison of market research methods. The evaluation framework led to the conclusion that art-based methods are well suited even on sensitive issues such as sustainability. Futhermore the respondents felt the methods as entertaining and enjoyable. The Methods Collage and Psychodrawing performed particularly well with respect to the required time and the variety of associations.