Jawaban:

1. When using projective techniques to identify sources of brand equity for a specific brand, it's important to choose measures that tap into consumers' subconscious thoughts and emotions. Some effective projective techniques include:

a. Word association: Present consumers with a list of words and ask them to quickly respond with the first word that comes to mind when they think of the brand. This can reveal underlying associations and perceptions.

b. Thematic apperception test (TAT): Show consumers a series of ambiguous images and ask them to create a story related to the brand. This can uncover deeper emotions and motivations associated with the brand.

c. Brand personification: Ask consumers to describe the brand as if it were a person, including its personality traits, values, and behaviors. This can provide insights into the brand's identity and positioning.

The best measures depend on the specific objectives and characteristics of the brand being studied. However, techniques that elicit spontaneous responses and tap into consumers' subconscious minds tend to work well for uncovering sources of brand equity. They can reveal underlying associations, emotions, and perceptions that may not surface through direct questioning.

2. Replicating Mason Haire's instant coffee experiment can be an interesting experiment to explore whether the same attributions still hold or if they have changed over time. However, instead of replacing coffee with another product category, it would be more appropriate to choose a different coffee brand or variation within the coffee category to compare and analyze the differences in attributions.

3. To profile the brand personalities of leading brands in a specific product category using Aaker's brand personality inventory, you can analyze the brands based on the five dimensions of brand personality: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Collect data through surveys, interviews, or online monitoring to assess how consumers perceive the brands in terms of these dimensions. By comparing and analyzing the data, you can identify the distinctive brand personalities of different brands within the chosen product category.

4. To profile consumers' brand knowledge structures for a specific brand, a combination of qualitative and quantitative measures can be used. Qualitative methods such as in-depth interviews or focus groups can help uncover consumers' beliefs, attitudes, and associations related to the brand. These qualitative insights can then be used to design a quantitative survey that measures brand knowledge constructs such as brand awareness, brand associations, brand loyalty, and brand perceptions. Statistical techniques like factor analysis or multidimensional scaling can be employed to analyze the survey data and identify the underlying dimensions of consumers' brand knowledge structures.

5. Fournier's categories of brand relationships include:

a. Self-brand connections: Brands that consumers integrate into their self-concept and use to express their identity, such as Apple for tech-savvy individuals.

b. Interdependence relationships: Brands that consumers rely on and have a reciprocal relationship with, such as a credit card or a mobile phone provider.

c. Love relationships: Brands that evoke deep emotional connections and strong affection, such as Disney or Coca-Cola.

d. Nostalgic relationships: Brands that hold sentimental value and trigger memories of the past, such as classic toy brands like LEGO or Barbie.

e. Kinship relationships: Brands that consumers treat like family members, often passed down through generations, such as family-owned businesses or heritage brands like Levi's jeans.

By examining your own brand relationships or researching examples in the market, you can identify brands that fit into these different categories and explore the characteristics and dynamics of those relationships.