Exploring brand person case

2.  Toanalyze informant stories and suggest
brand and consumer relationship

3.  Female
 59years of age
 Waitress/Bartender
 Married

4.  Strong bonding with her roots
 Hard working
 Self sufficient
 Feels satisfaction in what she does
 Honest
 Disciplined and organized
 Believes in “No pain no gain”

5.  Proud of her possessions – most beautiful
house
 Has strong opinions – Italians are best.

6.  Likes being praised from others
 Sacrificing nature
 Compassionate
 Cherishes her relationships
 Her world is small

7.  Affective relationship is high
 Has strong opinions about brands she uses
 Brand loyalty is high
 Mostly talks about brands of products used
by a typical home maker
 Believes in message conveyed by the
brand

8.  Buys the best brands
 May switch brands only if functional
benefits are substantial

9.  Female
 39years of age
 Recently Divorced mother of two
 Daughters aged 8 and 12

10.  Self disciplined
 An under-achiever
 Responsible and caring
 Aspiring and youthful
 Self centred and alone
 Unsure and undecided of long term
perspectives in life

11.  Strong association with ex-spouse and
mother
 Influenced by close personalities
 Looks for solace and is gullible in
relationships
 Professional and keeps to herself at work
environments

12.  Brand associations vary widely across
product categories.
 Indifferent to brands used for general
domestic purpose.
 High level of loyalty to personal brands
 Not a frequent switcher and early adapter.
 Uses brands mostly out of habit and
history.

13.  Female
 23years of age
 University Student
 Recently moved out

14.  In the process of Identity formation.
 Outgoing and people oriented.
 Self assured and confident.
 Honest and true to self.
 Ideological and stands for issues.

15.  Strongly related to her parents and roots.
 Bonds with friends of past and present.
 Looks for long term relationships
 Faithful and Loyal

16.  Often proud of her brand associations.
 Exhibits loyalty across the brand family.
 A stickler to brands and maintains
consistency.
 A systematic variant selector
 Open to using new brands if see’s
functional benefits.
 Driven by cognitive and affective beliefs
with right balance.

17.  Canyou think of ways to summarize and
describe these relationships in ways that
might be managerially useful?

18.  Jean buys some Brands like Rever Ware
Stainless Steel and Pastene tomatoes for
their functional value
 Philip Berio Olive oil & Progress Bread
crumbs are bought due to emotional value
 Electrolux vacuum cleaner is bought
because of her Belief that it is the best
 Karen Uses Mary Kay and Dove due to
Sensory value
 Vicki uses Opium because people notice
her and it provides social value

19.  Emotional
 Epistemic
 Sensory
 Functional
 Beliefs
 Social

20.  Which brand relationships in the case
would you describe as especially strong
and enduring? What makes you describe
these as "strong"? If you wanted to
measure the strength or quality of a brand
relationship, what questions would you ask
the consumer?

21.  Emotional Relationships with Progresso
Bread crumbs and vinegar.
 Strong Belief in Electrolux vacuum cleaner
and Fridgeidaire
 Mary Kay because it makes her feel
younger
 Dove because of it is good for skin
 Opium because of the notice she gets
 Intimate Musk because of the fragrance
and her love for flowers

22.  Behavioral Loyalty
Which brand do you usually buy ?
Which brand did you use last time ?
Which brand do you currently possess ?
Which brands do you consider buying?
Which brand will you buy next time ?
 Brand Substitutability
Which brand did you buy last time?
If the brand had not been available, what would
you have done?

23.  Why do some relationships decline and
dissolve while others intensify and endure?

24.  Functional relationships decline if a better
substitute is available. Emotional
relationships may decline due to certain
life experience.
 Relationships intensify when the
dependence on brand increases. Symbolic
beliefs also strengthen the relationship.

25.  How does a high quality relationship form
and evolve over time?

26.  Interdependence
 Self concept connection
 Commitment
 Love/passion
 Intimacy
 Perceived Partner quality

27.  Think about the traditional ideas of brand loyalty, customer
satisfaction, and brand equity. Have the stories of Jean, Karen,
and Vicki disturbed your sense of the meaning of these terms in any
way?

28.  She has a strong sense of brand loyalty
especially in the cases where she feels she is
buying a superior product and getting her
money’s worth. She is satisfied and does not
mind paying more for the brand owing to its
quality.
Thus Jean does not in any way disturb the
traditional views of loyalty, customer
satisfaction and brand equity

29.  In her case there is a tendency to choose
products on the basis of price and discounts
offered rather than owing to the quality of the
product especially for household products
 She shows loyalty only towards those
products that help her feel young and look
good.
Owing to this fact, Karen has slightly disturbed
the traditional idea of brand loyalty, customer
satisfaction and brand equity

30.  WhilstVicki is brand conscious on one
hand – she is particular about the brands
she uses on the other hand she is a variety
seeker.
 Yet she is loyal towards all the brands
Thus Vicki does not in anyway disturb the
traditional concepts of brand equity,
customer satisfaction and brand loyalty

31. Jean
 Pastene tomatoes
Jean will definitely continue to use this product in the next 5 years, since it
satisfies all the 3 values of Central, Expressive and Functional
Central Value Expressive Functional
value
I always buy this The others use The tomatoes
brand, it is the rotten tomatoes used are perfect
best They use the best and the best
sauce you can tell

32. Vicki
 Mary Kay
She will definitely continue to use this product in the next 5 years, since it satisfies
all the 3 values of Central, Expressive and Functional
Central Value Expressive Functional
value
It is really made The thought of It keeps me
for me not having it younger
makes me
nervous
I depend on it
more and need it
more

33. Jean
 Frigidaire
Jean will definitely continue to use this product in the next 5 years, since it
satisfies all the 3 values of Central, Expressive and Functional
Central Value Expressive Functional
value
I always buy this The others use The tomatoes
brand, it is the rotten tomatoes used are perfect
best They use the best and the best
sauce you can tell

34. Beliefs and core values I always
buy this brand,
it is the best
Benefits
They use the best sauce
you can tell
Features &
Attributes The tomatoes used are perfect and the best

35. Jean has a strong I always
connection with the brand buy this brand,
it is the best
The product is
They use the best sauce
seen as being the
best you can tell
There is a sense of getting
ones money’s worth with this The tomatoes used are perfect and the best
product

36. Choice of brands are strongly influenced
by personality traits and life experiences.

37. No one goes to a restaurant because it
promises great food. They go there
because it serves great food. Weak brands
promise. Great brands deliver.