Question

Topic: Branding

What You Know About Zmet Technique?

Posted by Anonymous on 7/16/2010 at 5:52 AM ET 50 Points
I have used ZMET technique for measuring the brand equity of Nestle Cerelac.

Do you used ever ZMET as a brand measuring tool. and how you take this, what importance this technique has and how much successful this tool.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Gary Bloomer on 7/16/2010 at 8:56 AM Accepted
    Dear Faheem,

    I haven't used ZMET (the Zaltman Metaphor Elicitation Technique), but I agree that it gives an interesting twist to marketing results for brand equity because of the emotional aspects (and their associated triggers) connected to images of brands—come to think of it, connected to images of anything!

    Right now, you're reading abstract shapes in set patterns—patterns we call words. But I'll bet you're NOT thinking in words. We have to translate words into sound before the patterns and groups of letters make sense and those sounds trigger images (real or imagined).

    Sorry this doesn't answer your question, but perhaps this article will help:
    https://www.fastcompany.com/magazine/14/zaltman.html

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA

  • Posted on 7/21/2010 at 5:40 AM Author
    Thanks for the answer.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)