BIP法

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Developing a BIP involves several steps. First, you need to identify all of the associations that come to the consumer’s mind for a particular brand. For example, Budweiser’s BIP might consist of the following associations: red and while can; beechwood aged; crisp; clean taste; Clydesdales (強健的馬); eagle; the spotted dog, blue collar; macho (男子氣概).
Next, you need to find how strongly each association is linked to the brand. Thus, consumers would report the degree to which the various Budweiser association “ connote Budweiserness or somehow captures the essence of Budweiser”. Says Randazzo, “What we ultimately end up with is a rank-ordered list of images, attributes, feelings, and things that are most strongly associated with our brand----a BIP”.
The final step involves probing for deeper understanding of what these associations represent in the consumer’s psyche. Beyond knowing that Clydesdale are strongly associated with Budweiser, it is desirable to understand what Clydesdales symbolize to the consumer. For some, they may represent power, strength, and tradition: “They’re working horses…that’s the way they used to deliver beer.” Others might view them as symbolizing the working –class male: “ Strong, hard working, and proud”. The end result of this type of probing is an enriched appreciation of the brand’s meaning to the consumer.