Brand Design and its Effects on Consumer Purchasing

January 2011

Brand Design and its Effects on Consumer Purchasing:

An International Study of Brands in the UK and US Markets

Stephanie Lynn Webb | 09022561 MA: International Marketing Communications

January 2011



Stephanie Lynn Webb MA: International Marketing Communications London Metropolitan University

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Acknowledgements

There are a few people I would like to personally thank for their assistance in helping to

compile and complete the dissertation and research study. Thank you …

• Sharmila Brown – for your words of wisdom and guidance during our meetings.

• Marwa Gad Mohsen – for your communication assistance during the dissertation process.

• Riccardo Benzo – for your careful review of my dissertation proposal and

guidance throughout the initial stages.

• Diana Luck – for help in understanding the marketing research process.

• Rachel Fairgrieve – for all your moral support, motivation, and putting up with

my endless ramblings and ideas on brand design.

• Vanessa Levrat – for all of your help and initiatives for motivation on using new

technologies and approaches.

• Claire English – for your guidance, contribution, and motivation for the

completion of this report.

• Laura Perenz – for proof reading and editing my original proposal.

• Gisele Guarisco & Peter Forte – for spearheading this course and providing the

entire IMCo 2009/2010 cohort with motivation and assistance whenever

needed.

• Facebook Friends & Twitter Followers – to those who completed and actively

promoted my online survey through social media tools and email.

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Table of Contents

Abstract 1

Introduction 2

I. Background Summary and Rationale 2 II. Purpose, Aim, and Objectives 3

Literature Review I: Sector Overview 4

I. Branding as an Industry 4 II. Revitalisation of Brands 9

i. Apple, Inc. 10 ii. The Coca-‐Cola Company 12 iii. Unilever, Dove Brand 13 iv. Comparisons of Cases 15

Literature Review II: Marketing Theory 16

I. Purchasing Habits in the UK and US 16 II. Consumer Behaviour, Patterns, and Trends 18 III. Design Elements 24

i. Colour Theory 26 ii. Logo Development 30 iii. Packaging and Products 36

Research Methodology 39

I. Rationale, Approach, and Design 39 II. Target Demographics 41 III. Data Analysis 41 IV. Sampling 42 V. Ethical Considerations and Sampling Errors 42 VI. Transcript, Measurements, and Mechanism 43

Empirical Findings and Analysis 45

I. Findings and In-‐depth Analysis 45 i. Interviews 45 ii. Questionnaires 51

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Conclusions / Recommendations 65

I. Summary and Overview 65 II. Research Limitations 65 III. Key Points of Interest 67 IV. Relevant Future Research 68

References 69

Bibliography 74

Appendices 76

I. Appendix A: In-‐depth Interview Semi-‐structured Questions 76 II. Appendix B: In-‐depth Interview Transcripts 79 III. Appendix C: In-‐depth Interview Framework Analysis 90 IV. Appendix D: In-‐depth Interview Demographic Charts 94 V. Appendix E: Survey Questions 97 VI. Appendix F: Survey Results Spreadsheet 105 VII. Appendix G: Survey Objectives Analysis Sheet 136 VIII. Appendix H: Survey Demographic Charts 137 IX. Appendix I: Graphs Mentioned – Quantitative Analysis 140

a. Chart 1: Design of brand … mood I am in. 140 b. Chart 2: Design of brand … colours of the product. 140 c. Chart 3: Design of brand … design of the product. 141 d. Chart 4: Design of brand … amount the product costs. 141 e. Chart 5: Design of brand … warranty available for the product 142 f. Chart 6: Design of brand … reviews from other sources. 142 g. Chart 7: Design of brand … time I have to purchase the product

(time allowed to spend in store) 143 h. Chart 8: Design of brand … time I have to purchase the product

(limited time offer items) 143 i. Chart 9: Design of brand … colour of favourite brand. 144 j. Chart 10: Design of brand … colour of least favourite brand. 144 k. Chart 11: Favourite (and Least) Brand Colours 145 l. Chart 12: Whose logo am I? – Bacardi 145 m. Chart 13: Whose logo am I? – Google Chrome 146 n. Chart 14: Whose logo am I? – McDonalds 146 o. Chart 15: Whose logo am I? – Vodaphone 147 p. Chart 16: Whose logo am I? – Xerox 147

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q. Chart 17: Which brand am I? – Hummer 148 r. Chart 18: Which brand am I? – Jean-‐Paul Gaultier 148 s. Chart 19: Which brand am I? – Converse 149 t. Chart 20: Which brand am I? – Apple 149 u. Chart 21: Which brand am I? – Louis Vuitton 150 v. Chart 22: Use of Additional Resources 150 w. Chart 23: Difficulty Thinking of a Colour 151 x. Chart 24: Difficulty Matching Logo with Brand 151 y. Chart 25: Difficulty Matching Packaging with Brand 152 z. Chart 26: I have heard of this brand … computer systems. 152 aa. Chart 27: I have purchased this brand … computer systems. 153 bb. Chart 28: I have heard of this brand … soft drinks. 153 cc. Chart 29: I have purchased this brand … soft drinks. 154 dd. Chart 30: I have heard of this brand … hygiene products. 154 ee. Chart 31: I have purchased this brand … hygiene products. 155 ff. Chart 32: Purchasing Habits 155 gg. Chart 33: Has your opinion changed on a product or brand? 156 hh. Chart 34: Currently living … mood I am in. 156 ii. Chart 35: Currently living … colours of the product. 157 jj. Chart 36: Currently living … design of the product. 157 kk. Chart 37: Currently living … amount the product costs. 158 ll. Chart 38: Currently living … warranty available for the product 158 mm. Chart 39: Currently living … reviews from other sources. 159 nn. Chart 40: Currently living … time I have to purchase the product

(time allowed to spend in store) 159 oo. Chart 41: Currently living … time I have to purchase the product

(limited time offer items) 160

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Table of Figures

Figure 1: Customer-‐Based Brand Equity Model 6 Figure 2: Consumer Decision-‐Making Process 19 Figure 3: Marketer’s Responses to Decision-‐Making Stages 21 Figure 4: Influences on Consumer Decision Making 22 Figure 5: Maslow’s Hierarchy of Needs 24

Table of Tables

Table 1: Brand Equity Components and Branding Benefits 9 Table 2: Case Comparison Study 15 Table 3: Colour Meaning Comparisons 27 Table 4.1: Wordmark Examples 31 Table 4.2: Lettermark Examples 32 Table 4.3.1: Symbol Mark (Pictorial) Examples 33 Table 4.3.2: Symbol Mark (Abstract) Examples 34 Table 4.4: Combination Mark Examples 35 Table 5: Considerations for Package Design 38 Table 6: Top 5 Brand and Colour Associations 55

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Abstract

Brand design is important when trying to market a product or service into a new or

already established market. This study’s focal point rests on the ultimate question:

“How does brand design affect consumer purchasing?” The process involves a

comprehensive understanding of the most current literature on marketing and

marketing theories, as well as a thorough review of three company-‐rebranding case

studies and a comparison between them all, and an in-‐depth look at the design

elements and features of branding and the branding process. Additionally, interviews

were undertaken, as well as compiling survey data pertaining to each of the four pre-‐

determined objectives to back up the researched literature. This research determines

that brand design has a significant impact on consumer purchasing.

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Introduction

I. Background Summary and Rationale

With the variety of available brands on store shelves, it is necessary for a product

to differentiate itself from the competition (Recker and Kathman, 2001). One of

the most effective tools for differentiation is within the nature of the product or

service’s branding. “Branding, as we perceive and practice it today, has evolved

from many streams of thoughts, ideas, and disciplines” (Bevolo and Brand,

2003). Essentially, a brand should embody the following philosophy: “I am not

what I think I am and I am not what you think I am. I am what I think you think I

am” (Jaffe and Nebenzahl, 2001: 11). With today’s technological advances,

“many firms are tempted to globalize their own brands” (Aaker and

Joachimsthaler, 2000: 308); however, “global brand strategy is often

misdirected” (Aaker and Joachimsthaler, 2000: 309) and “the key to a global

brand ... is finding a position that will work in all markets” (Aaker and

Joachimsthaler, 2000: 307). When creating a global brand, a company should

keep in mind the following principles (Aaker and Joachimsthaler, 2000: 308-‐9):

• Different market share positions – how to advertise a brand.

• Different brand images – how to design a brand.

• Preempted positions – how to distinguish a brand.

• Different customer motivations – how target a brand.

• Different customer responses to executions and symbols – how to localise

a brand.

Three of the more recognised, successful global brands that have followed these

principles include Apple Computers, Coca-‐Cola, and Unilever’s Dove. These

brands have each had their periods of failure on a global scale, and the

dissertation will briefly discuss how they managed to overcome their issues

through corporate re-‐branding. (Barnes, 2001; FundingUniverse, 2004abc; Haig,

2003: 13-‐18; Heller, 1996)

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II. Purpose, Aim, and Objectives

Through researching the branding stories of Apple, Coca-‐Cola, and Dove, there is

an apparent overlapping theme in how they have each reached the top positions

in their markets today: rebranding from the bottom-‐up. The study will answer

the question, “How does brand design affect consumer purchasing?” The

following objectives have been explored in efforts to understand more

information on this topic:

Objective 1: Gain insight into the world of brand creation, maintenance, and

expiration.

Explored by: Researching the branding industry’s foundation, principles,

theories, and models.

Objective 2: Investigate correlations between the design of a brand and how it

affects consumer-‐purchasing habits.

Explored by: In-‐depth analysis of the Apple, Coca-‐Cola, and Dove brand case

studies, as well as further research on consumer behaviour,

patterns, and trends.

Objective 3: Examine the sensory features of brand design.

Explored by: Researching topics on colour theory, logo development, as well as

product and package design.

Objective 4: Identify consumer-‐purchasing habits/trends in the UK and US

markets.

Explored by: Exploring consumer-‐purchasing habits and trend studies on

consumers in the United Kingdom (UK) and United States (US).

Along with the above objectives, it was necessary to analyse these brands from

an international perspective, researching their effectiveness more specifically

within the UK and US markets. Ultimately, the dissertation disproves the

following null hypothesis based on found literature and analysis: “Brand design is

not directly linked to consumer purchasing habits.”

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Literature Review I: Sector Overview

I. Branding as an Industry

Whether trying to develop a product or trying to sell a destination hot spot, it is

necessary to start from the beginning and look at the core principles and

foundations of what branding entails. In short, branding “means adding value to

products” (De Mooij, 2005: 96), but what are those values it adds to the

products? “A brand’s values are what it stands for and what it believes in; they

are the guidelines that form its moral compass”; “strong brands are respected

for their values and are defined by them” (Hitchens and Hitchens, 2010: 109).

These values are the intangible aspects that the consumer gives the brand itself.

Some of the strongest global brands incorporate one or a number of the

following attributes: pioneering, creativity, innovation, caring, communication,

knowledge, and inspiration; values are what defines a brand. (Hitchens and

Hitchens, 2010: 110)

To achieve the results of having the values of a brand correctly identified by the

consumer, it is necessary to keep these ideals and values in mind in all stages of

the branding development process—from conception to implementation:

• Idea Generation – “identify product ideas that will provide important

customer benefits compatible with company mission” (Solomon et al.,

2009: 259-‐60).

• Product concept development and screening – “expand product ideas

into more complete product concepts and estimate the potential

commercial success of product concepts” (Solomon et al., 2009: 259-‐61).

• Marketing strategy, development – “develop preliminary plan for target

markets, pricing, distribution and promotion” (Solomon et al., 2009: 259,

261)

• Business analysis – “estimate potential profit. What is the potential

demand, what expenditures will be required, and what is the cost of

marketing the product” (Solomon et al., 2009: 259, 262)?

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• Technical development – “design the product and the manufacturing-‐

and-‐production process” (Solomon et al., 2009: 259, 262-‐3).

• Test marketing – “develop evidence of potential success in the real

market” (Solomon et al., 2009: 259, 263-‐4).

• Commercialisation – “implement full-‐scale marketing plan” (Solomon et

al., 2009: 259, 264-‐5).

The best brands build an emotional connection with their consumer, ultimately

forming a brand loyal relationship between the brand and the consumer.

(Solomon et al, 2009: 301) When building a brand, it is important to note the

equity of the brand, which helps the consumer to identify the traits of the brand.

Essentially, brand equity is the value the brand adds to the business against the

standard, generic product (Solomon et al, 2009: 301). Brand identity can be

classified as being the “visual and verbal articulation of a brand, including all

pertinent design applications, such as logo, business card, letterhead, or

packaging” (Landa, 2006: 5). The paper will discuss both aspects within branding

and how they reach their target consumers.

Within brand identity, each product line or range of products must have their

own, uniquely developed brand concept, even in the case of competing brands

that are owned by the same parent company—as is common during a merger

between companies or an acquisition of another. (De Pelsmacker et al., 2007:

13-‐14) Strong brands are well-‐known brands and “well-‐known brands are also

capable of developing favourable attitudes and perceptions more easily …

leading to more sales.” (De Pelsmacker et al., 2007: 15)

Kevin Lane Keller has visualised this concept by introducing the Customer-‐Based

Brand Equity model, which accounts for several aspects of the brand equity

components—brand salience, brand performance, brand imagery, consumer

judgments, consumer feelings, and consumer brand resonance (Figure 1).

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Figure 1: Customer-‐Based Brand Equity Model

Source: Solomon et al., 2009: 302

Keller’s pyramid poses the following questions, from top down (Solomon et al.,

2009: 302):

• Relationships: What about you and me? – Intense, active relationships

• Responses: What about you? – Positive, accessible responses

• Meaning: What are you? – Strong, favourable, and unique brand

associations

• Identity: Who are you? – Deep, broad brand awareness

The report has broken these attributes down even further for relevancy with De

Pelsmacker’s model into four distinct, yet overlapping, categories—brand

awareness, perceived quality, strong brand association and high brand loyalty

(De Pelsmacker et al., 2007: 59).

Brand awareness should always be considered throughout the branding

CUSTOMER BRAND

RESONANCE

CONSUMER JUDGMENTS

CONSUMER FEELINGS

BRAND PERFORMANCE

BRAND IMAGERY

BRAND SALIENCE

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process—from conception to implementation—as there are many benefits

presented from having a strong brand presence. “A brand name serves as a

shorthand signal for favourable brand associations” and “gives the company and

the brand a sense of trustworthiness and the image of commitment.” (De

Pelsmacker et al., 2007: 58) Essentially, the more times someone hears of or sees

the brand, this often adds to a better recall of that brand, whether the consumer

uses or purchases that brand or not. In the United States, there are often

television advertisements about certain stores in a region that may not currently

be open; however, when that store opens, the region is already familiar with

that store because of having previously heard or seen their advertisements,

which has the potential to influence the consumer to stop by the store to check

it out in person. With strong, recognisable brands, there is often an understood

and perceived sense of quality for those products.

Perceived quality is another aspect of brand identity that should always be in the

forefront of the branding process. If the public perceives one product to be

better over another, they are much more likely to purchase that product; the

same idea works with brands. “Higher perceived quality as well as a positive

brand personality and higher customer loyalty give the company the opportunity

of charging a premium price”, which could also lead to higher sales in certain

cases. (De Pelsmacker et al., 2007: 58) Tesco has recently developed their “Tesco

Finest ‘premium quality’ own-‐label brand” (Solomon et al., 2009: 305).

Customers have automatically perceived this brand to be of better standards

than the generic branded products. Because of this perceived added value,

consumers are willing to spend more on these products. Tesco is then able to

discount the generic, national brands to market value but still earn profits on

their own-‐label products. (Solomon et. al, 2009: 305) With this, a perceived

sense of quality relates a strong brand association and creates potential for

developing a brand loyal relationship between the consumer and the brand.

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Strong brand association gives leeway for a brand to potentially delve into other

product lines or brand extensions using the same brand name. “The image and

personality of the brand is easily carried over to the new product, giving it a head

start” above the competition. (De Pelsmacker et al., 2007: 58-‐9) Although, it is

necessary to ensure that there is a logical and strategic planning behind this sort

of initiative (Lindstrom, 2010: 112). Coca-‐Cola has been able to extend their

product offerings to an enterprise of over 400 brands globally (The Coca-‐Cola

Company, 1886). While Coca-‐Cola enthusiasts have lauded this effort, certain

brand extensions may not always be the best move for the company (Haig, 2003:

63). When a customer has developed a strong relationship with a certain brand,

they are then more likely to purchase their brand extension products as well. The

merge over to additional product purchasing is due to brand loyalty. (De

Pelsmacker et al., 2007: 59)

High brand loyalty is a major advantage to the manufacturer and retailer, as it is

“cheaper to retain an existing loyal customer than to win over a new one.” High

brand loyalty also allows for the company to count on their products selling from

store shelves. Of the brand equity components, this is arguably the most

important to a business as it focuses predominantly on costs and sales retention.

(De Pelsmacker et al., 2007: 59) As an example, Burberry has a variety of product

offerings between their colognes and perfumes to their famous patterned

scarves, handbags, and wallets. Because of their distinct patterns and fragrances,

it is possible that Burberry has been able to maintain a loyal following of

consumers. If this is the case, each time they launch a new product, they do not

have to ‘sell’ those items to their current consumers, but rather ‘inform’ them of

their availability. Because of the relationship and trust that has developed

between the company and consumer, there is an automatic assumption on the

behalf of the consumer that the new product will maintain the same quality and

standards of the products they may have previously purchased.

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Table 1: Brand Equity Components and Branding Benefits

Brand Equity Components Benefits

Brand Awareness

• Brand in evoked set • Influence on attitude and perceptions • Anchor of associations • Signal of substance/commitment

Perceived Quality

• Price premium • Differentiation / positioning • Reason to buy • Channel member interest • Brand extension potential

Strong Brand Associations

• Differentiation / positioning • High price premium • Memory retrieval potential • Reason to buy • Brand extension potential

High Brand Loyalty

• Reduced marketing costs • Trade leverage • Attracting new customers • Time to respond to competitive threats

Source: De Pelsmacker et al., 2007: 59

As shown in Table 1, there are several overlapping benefits within each brand

equity component. This overlap demonstrates just how intertwined and

necessary each component is to the branding process. (De Pelsmacker et al.,

2007: 59)

II. Revitalisation of Brands

There are many successful brands that have developed over the years, none

more successful and recognisable than Apple, Coca-‐Cola, and Dove; however,

these brands were not always at the top of their market (Funding Universe,

2004abc). It seems as though every brand—at one point or another—must

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reinvent itself to stay competitive within their industry or market. These

particular brands went through a period of failure before their revitalisation.

i. Apple, Inc.

Apple Computer, Inc., headquartered in Thousand Oaks, California, USA and now

aptly called Apple, Inc. (Oppenheimer and Rosenberg, 2007: 2) was founded in

1976 by two computer gurus and became some of the first innovators in the

creation, selling, and distribution of the personal computer in the 1980s

(FundingUniverse, 2004: Apple; The Apple Museum, 1998). Today, “Apple

committed to bringing the best personal computing experience to students,

educators, creative professionals and consumers around the world through its

innovative hardware, software and Internet offerings.” With the beginning of

their personal computer in 1984, Apple paved the way for industrial design

techniques that are still being used in practise today. (FundingUniverse, 2004a)

In the present day, Apple has a wide range of technological product offerings

including: personal computers, cellular phones, software, mp3 players, and more

(Apple, Inc., 1976).

Apple has not always been one of the leading forefronts for personal computers;

in fact, it has arguably only been in the last 10-‐15 years that they have been able

to re-‐establish themselves as a leading brand. The year 1996 was a deciding year

for Apple, Inc. It was within that year Apple decided they needed a new direction

and to regain leadership from Apple founder, Steve Jobs (who rejoined in 1997).

The product offerings from Apple had faded from the market and were no longer

deemed to be the ‘latest and greatest’ of their kind. Microsoft Windows was

releasing new products and ranges in a consistent stride, whereas Apple had

fallen short to consumer demand. Most home purchases at that time were going

to Microsoft products. (Anon, 1996) To regain entry into the market, Jobs hired

their original advertising agency that then launched an extremely successful

campaign with the product release of the improved iMac computer system.

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The campaign “featured black and white portraits of famous people … [and]

included: Albert Einstein, Richard Branson, Muhammad Ali, Mahatma Ghandi,

Amelia Earhart and Pablo Picasso” (Hitchens and Hitchens, 2010: 42). Instead of

‘standard’ campaign advertisements, Apple placed their ads within the

mainstream media, such as newspapers (which appealled to the ‘average Joe’

consumer). This campaign was a stem-‐off from their original 1984 campaign of

‘Think Differently’, and is responsible for regaining interest with their current and

potentially new consumers. With this campaign, innovative techniques were

introduced to add to their computer systems. (Hitchens and Hitchens, 2010: 42;

The Apple Museum, 1998; Anon, 1996)

Apple aroused the curiosity of consumers through the expression of their brand

identity. (Kapferer, 2001: 29) Apple maintained their presence of being able to

differentiate their product from the rest of the market and in doing so, they

“gave the brand the ability to communicate its distinctiveness on a level which

transcended physical and material considerations and the basic advantages of

the actual product.” (Kapferer, 2001: 212) The primary contributing factor to

Apple’s brand success lies within its ability to look and feel.

This sensory concept relates back to the founding principles of brand design, as it

goes “back to design basics, to how design elements communicate visually”.

Apple is sleek in their product and package designing, as well as for any Apple

compatible components. The Apple brand itself is a symbolic name that

compliments their product offerings. Like their products, the Apple brand name

is an allegorical (symbolic) name “that expresses their nature through an illusion

to an allegory or a symbol”. The Apple brand alludes to the tangible fruit object

of an apple; however, is a metaphoric reference to being in the core of it all. All

of Apple’s brand extensions are representative of the same metaphorical

movement by using the “i” notion, which is representative of being interactive,

differentiating Apple from other product brands. (Landa, 2006: 112, 126)

ii. The Coca-‐Cola Company

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The Coca-‐Cola Company was founded in 1886 in Atlanta, Georgia, USA, where it

is still headquartered today, and is the leading beverage provider throughout the

world (The Coca-‐Cola Company, 1886). Their number one market is in soft drinks,

in which they are selling an average of 1.3 million bottles every day around the

world. Coca-‐Cola is truly a global brand with 70% of sales generating outside of

North America and offering nearly 400 brands in over 200 countries.

(FundingUniverse, 2004b; The Coca-‐Cola Company, 1886) The Coca-‐Cola

Company has developed itself “into one of the most powerful and admired firms

in the world” through expertise in the following areas: consumer marketing,

infrastructure, product packaging, and customer marketing (FundingUniverse,

2004b). Through their success, Coca-‐Cola decided to try a new brand extension

into an entirely new market, away from soft drinks.

Brand extension is often thought to be necessary and profitable when they have

dominated and saturated their current markets. Unfortunately for Coca-‐Cola,

they reached a period of brand failure trying to launch their own range of

clothing. This proved to be a complete flop and was quickly withdrawn from their

main selling items, with the exception of selling these goods in their own Coca-‐

Cola stores. Aside from this range of product failures, they have been successful

on a global scale with their brand extensions into diet and flavoured cola drinks.

In fact, Coca-‐Cola has been so successful in these markets that they were able to

force the Virgin Cola brand off store shelves through dominating the market by

such a majority. (Haig, 2003: 63-‐5, 84)

One of the ways Coca-‐Cola has been able to dominate the cola market for so

long is due to maintaining a solid brand identity. Coca-‐Cola has always

implemented a “carefully planned strategic brand identity that is memorable,

consistent, and distinctive” (Landa, 2006: 5). Coca-‐Cola has been able to develop

their identity through practising the following principles:

• Using an explanatory brand name, that is a name to best explain or

describe the product or service (Landa, 2006: 126).

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• Employing a well known and recognisable tagline (slogan), such as “Drink

Coca-‐Cola” or “Always Coca-‐Cola” and most recently “The Coke Side of

Life” (Landa, 2006: 145; Coke Lore, 2010)

• Utilising product placements within TV and film (Landa, 2006: 187).

All in all, Coca-‐Cola demonstrates a strong brand with proven success; however,

it is important to look through the brand’s complete history to see the future of

the brand and not to repeat the same mistakes. (Haig, 2003: 65)

iii. Unilever, Dove brand

Unilever is divided into two companies coinciding in business strategies: Unilever

PLC (based in the United Kingdom) and Unilever N.V. (based in The Netherlands).

Nearly 52% of Unilever’s revenues are spread throughout a variety of sectors and

maintain production facilities in 88 countries while selling in an additional 70

countries, making Unilever a global parent brand. Accounting for the top two

revenue sources include Europe at 47% and North America at 21%.

(FundingUniverse, 2004c)

Originally a US-‐only product, the Dove brand has developed into the third-‐most

widely distributed and used product within Unilever. Beginning as a soap bar,

Dove now competes in the body wash, shampoo, and conditioner product

sectors. In 2004, the Dove brand created one of the most widespread, viral

marketing campaigns of the decade by portraying ‘real beauty’ of ordinary

women. (AdBrands, 1998; Dove, 1998)

Unfortunately, Dove also had their share of hard times with the consumers, in

particular within the Asian markets. Dove has implemented their ‘Campaign for

Real Beauty’ all over the world with much success; however, the consumers

aggressively dismissed their entry into the Chinese market and other “countries

where the concept of idealized beauty still held sway” (Hollis, 2009). This failure

was due to the fact that “a model on billboards is something that women do

aspire to, and feel is attainable” whereas in the Western cultures, these

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advertisements were much more effective and were more familiar. (Hollis, 2009)

To overcome this obstacle, Dove has localised their brand for these specific areas

by introducing a new ‘Ugly Duckling’ campaign. The difference between the two

campaigns lies in the subject matter. The ‘Real Beauty’ campaign puts focus on

saying that not everyone is perfect and decided to use real women as models in

their advertisements, where as the ‘Ugly Duckling’ campaign is built around the

Dove brand itself—unveiling one’s own inner beauty by using the Dove products.

This transition of advertising has proved successful for Dove in the Chinese, and

other similar, markets. (Hollis, 2009)

Through localising their brand, Dove has been able to maintain their overall

brand identity by successfully managing to “consistently introduce innovative

ingredients and consumer benefits” (De Mooij, 2005: 30) into their core

message. Like the case of the Chinese market, Dove has been able to preserve its

holdings in the Indian market by using local traditions and practises in the

formulation of their brand identity (Haig, 2003: 135). Because of their willingness

to globally localise their brands, Dove still remains successful in its global

competitive market. (Haig, 2003: 221)

As previously mentioned, the main component the Dove brand highlights is on

the localisation of their products; however, it must also be noted that this is just

one facet of many that Dove implements to ensure that their brand is successful.

For instance, the Dove brand identity is strategically managed to execute product

differentiation, as well as a keen effort and focus on their sensory values. This

type of brand identity reassures the consumer on the quality of their product by

having them as distinctive, relevant, and aspirational as possible. (Lindstrom,

2010: 162)

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iv. Comparisons of Cases

It has been noted in each case that the major themes of successful reinvention

was through restructuring their brand identity. The following table shows a

balance of the similarities and differences within each case:

Table 2: Case Comparison Study

Apple Coca-‐Cola Dove

Strategic Brand Identity

Yes Yes Yes

Differentiation Yes Yes

Brand Extensions (Successes)

i-‐Pod i-‐Pad i-‐Tunes

Diet Cola Flavoured Cola

Body Wash Shampoos Conditioners

Brand Extensions (Failures)

Coca-‐Cola Clothing

Localisation Efforts Yes Yes

Sensory Values Yes Yes Yes

As demonstrated in Table 2, each brand has had their own way of reinventing

themselves as a market leader; however, the dominating themes amongst them

all include a strategic brand identity, successful lines of brand extensions, and a

focus on sensory values. These are arguably the three most important aspects in

branding. The idea of creating a strong brand identity has been deeply discussed

already; for the purpose of the report, brand extensions will not be heavily

discussed; and the idea of sensory values will be mentioned later within this

document.

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Literature Review II – Marketing Theory

I. Purchasing Habits in the UK and US

There are many emerging trends over recent years in response to national crises

(9/11 in the US; financial crises in the UK and US), the global ‘green’ movement,

as well as the Internet boom. When the 9/11 terrorist attacks happened in the

United States, there was a resurgence of American-‐made products being

purchased throughout the nation (Maja, 2002). Responding to this crisis,

Americans’ “feelings of patriotism and love of country” became forefront in their

purchasing habits (Maja, 2002) through buying American flags, car decals, and

other forms of seemingly frivolous merchandise. A mere seven years after the

United States was struck with this horror, a financial crisis developed across the

United States and United Kingdom, as well as many other countries all over the

world (CashMoneyLife, 2008). Consumers became fearful of their once secure

investments and panicked on what to do with their savings and pension plans, if

they still had any left (Osborne, 2008). Contrary to what most people would

believe, “consumers are becoming wealthier, but the global economic crisis has

prompted consumers to scrupulously re-‐evaluate their spending habits” (Anon.,

2009c).

Another recent trend in consumer purchasing is the ‘go green’ philosophy, which

companies all over the world are trying to implement (Revnew, 2009). The ‘go

green’ movement has taken off and now “people, companies, cities, and even

countries” (Hofheimer, 2008) are beginning to implement these strategies. Many

consumers are doing their research and “want to know that the manufacturer

we purchase from has taken steps to reduce its environmental footprint”

(Revnew, 2009). This idea of ‘going green’ is only a recent development within

the last ten years. Previously, it was thought of simply as “stay in bed an extra

hour”, but today is means “turning off the lights, recycling waste, installing

waterless urinals ... and investigating in green technology.” (Lim Lay Ying, 2007)

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As Hofheimer states, the “greening trend is large, important, and emerging as a

significant shift in thinking about our business, civic, and personal lives”

(Hofheimer, 2008); however, only a small percentage (roughly 4%) of people are

“driving consumer awareness on green trends and the efficacy of companies’

environmental claims” (Anon., 2008a). These ‘greenfluencers’ are typically more

educated, earning higher salaries, and are under 35 years of age (Anon., 2008a).

In a survey conducted by RSR Research, “better-‐performing retailers ... are

‘greening’ their brands now in anticipation of future consumer demand”;

however, around 50% of those surveyed are concerned with how great the

return on investment will be in the long-‐term. (Canning, 2008)

A third focal point on consumer purchasing habits should be within the use of

the Internet, as consumers are utilizing this tool to its fullest advantage.

“Spending online has never been so rewarding” and “the online retail market is

growing rapidly” (Anon., 2006). For customers to remain loyal, especially in an

online environment, it is necessary for a company to offer various rewards or

incentives to increase the likelihood for repeat purchases. “Customers like added

value ... [and] a new breed of online loyalty and reward programmes has

emerged” (Anon., 2006). However, with these reward and loyalty programmes

comes a potential loss of privacy, as “data on the purchasing habits of tens of

millions of customers are recorded every time they use a store loyalty card and

tens of millions more credit and debit card purchases are equally monitored,

stored and ultimately put to use for other people's financial gain” (Watson,

2008). Even without registering with a particular programme, every time

someone uses their Internet browser, the data collection process begins

(Watson, 2008). When comparing the UK and US consumer, “the average UK

consumer will spend 40 percent more online than the average US consumer and

make 24 percent more purchases online” (Anon., 2008b). In fact, UK consumers

are much more likely to have an aggressive research approach before making a

purchase and 13% more likely to be a frequent online shopper.

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One ever-‐present theme running between the two subjects (United Kingdom

and United States) is that they are both masculine-‐based and individualistic

cultures. Both the UK and US are more influenced by advertisements relating to

an individual than a group association, which must be taken into account by the

company for when these consumers go shopping. Additionally, these consumers

enjoy hearing or reading testimonials about how products helped others. If the

company does not know their target audience, then they will not effectively

reach the potential masses that they should be targeting. (De Mooij, 2005: 70-‐1,

111, 142)

When advertising to consumers, companies may choose to implement a push or

pull strategy (Solomon et al., 2009: 415):

• Push Strategy – “the company wants to move its products by convincing

members of the distribution channel such as wholesalers, agents, or

retailers to offer them and entire their customers to select these items.”

• Pull Strategy – the company “counts on consumers wanting its products

and so convincing retailers to respond to this demand by stocking them.”

Both are important and effective strategies when used properly. Because the UK

and US are more individualistic in nature, a pull strategy may be more effective

on these customers as efforts are focused on attracting the individual consumer.

Additionally, this type of strategy has proven successful through the case study

of Proctor & Gamble dropping their consumer sales budget nearly in half and

implementing a ‘value pricing’ strategy. (Solomon et al., 2009: 415-‐6)

II. Consumer Behaviour, Patterns, and Trends

Consumer behaviour is an integral part of any marketing-‐related element, as it is

imperative that businesses are able to understand the needs and desires of their

customers. By definition, consumer behaviour is “the study of how, where, when

and why we conduct the exchange elements of our lives to satisfy our needs and

desires.” (Anon., 2009a; Solomon et al., 2009: 148) When a consumer often

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STEP 1:

PROBLEM RECOGNITION

STEP 2:

INFORMATION RESEARCH

STEP 3:

EVALUATION OF OPTIONS

STEP 4:

PRODUCT CHOICE

STEP 5:

POST-‐PURCHASE EVALUATION

needs to choose between products, and they are not loyal to a specific brand,

they rely on their intuition to make the best decision.

Unfortunately, there is no possible way to know exactly how consumers will

respond to anything—advertisements, products, brands, etc.; however, there is

a commonly accepted way of determining the decision-‐making process, which is

outlined in Figure 2.


It is highly imperative that this entire process is considered when developing a

brand. This process is outlined in following scenario of purchasing a new laptop

computer:

• Step 1: Problem Recognition – “occurs whenever a consumer sees a

significant difference between their current state of affairs and some

desired or ideal state” (Solomon et al., 2009: 151).

Example: A consumer is looking to purchase a new laptop computer.

• Step 2: Information Research – “the consumer checks his memory and

surveys the environment to identify what options are out there that

might solve his problem” (Solomon et al., 2009: 152-‐3).

Example: The consumer recalls all of the brand names with which they are

Figure 2: Consumer Decision-‐Making Process

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familiar, as well as a list of product attributes they would like to have on

their new purchase. If this information is not to their satisfaction, or they

know very little about the product industry/sector, they may try additional

sources for information—friends, advertisements, reviews, Internet

searching.

• Step 3: Evaluation of Options – identifying and weighing all influential

factors for making a purchasing decision through a comparison of positive

and negative views. (Solomon et al., 2009: 153-‐4)

Example: The consumer narrows their product choices down to two

brands of computers. One brand is of better quality for sounds and

graphics, whereas the other brand is better for report and essay-‐style

content.

• Step 4: Product Choice – purchasing one of the debated products.

(Solomon et al., 2009: 154-‐5)

Example: The consumer decides to choose the computer that offers them

better sounds and graphics, as that particular consumer is a filmmaker.

• Step 5: Post-‐Purchase Evaluation – decision on value is made if the

product is at least to their satisfaction and there is a weighing of options

to see if the product is sufficient for the reason purchased. (Solomon et

al., 2009: 155-‐6)

Example: The consumer tests the computer with their software programs.

It is at this point whether or not the customer will decide if they are

ultimately satisfied in their purchase decision.

The example given is based on a purchase that is not made very often (for the

average consumer); however, the decision-‐making process may be easily

changed due to the impulsive of certain purchases. “There are few marketers or

researchers who have not experienced the situation where a market or a brand

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behaves in a manner we cannot decipher”. (Anon., 2007a)

As mentioned before, all of the steps in this process must be considered

throughout the entire development of a brand. Marketers are able to respond to

this process with strategic thinking. Figure 3 demonstrates the response a

marketer has to each of the 5-‐steps in the consumer decision-‐making process:


STEP 1:

PROBLEM RECOGNITION

MARKETER'S RESPONSE: Encourage consumers to see that existing state does not equal

desired state.

STEP 2:

INFORMATION SEARCH

MARKETER'S RESPONSE: Provide information when and where consumers are likely to

search.

STEP 3:

EVALUATION OF ALTERNATIVES

MARKETER'S RESPONSE: Understand the criteria

consumers use in comparing brands and communicate own

brand superiority.

STEP 4:

PRODUCT CHOICE

MARKETER'S RESPONSE: Understand choice heuristics used by consumers and provide communication that encourages

brand decision.

STEP 5:

POST-‐PURCHASE EVALUATION

MARKETER'S RESPONSE:

Encourage accurate consumer expectations.

Figure 3: Marketer’s Responses to Decision-‐Making Stages

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One of the best ways to influence the decision of consumers is through the

design elements and the development of the company’s brand. There are many

different factors that persuade a person’s decision-‐making including internal,

social, and situational components. Figure 4 illustrates which factors are included

within each component of the decision process.


The following are the factors considered in detailed analysis for the report:1

• Social Influences – culture

• Internal Influences – learning, perception, attitudes, and age groups

• Situational – time

1 This will be further discussed in the ‘Limitations’ portion of the report.

DECISION PROCESS

INTERNALINTERNAL INFLUENCES:

Perception Motivation Learning Attitudes Personality Age groups Lifestyle

SOCIAL INFLUENCES:

Culture Subculture Social class Group

memberships

SITUATIONAL INFLUENCES:

Physical environment

Time

Figure 4: Influences on Consumer Decision Making

Page 23

With the influencing factors, also comes a motivation from the consumer. It is

important to take a look at what “motivates a consumer to buy a particular

product or brand” (Solomon et al., 2009: 161). Abraham Maslow has developed

a hierarchy of needs within the field of psychology, but the same levels he

discusses can also be used in the theory of marketing.

When developing a brand, it is necessary to keep these levels (Figure 5) of needs

in mind throughout the whole branding process (Solomon et al., 2009: 160-‐1):

• Self-‐Actualization – what is it about the brand or product the brand offers

that provides the consumer with the feeling helping—themselves or

someone else?

Example: Buying a product whose profits go towards helping a charity.

• Ego Needs – what is it about the brand or product the brand offers that

provides the consumer with the feeling of being treated or pampered?

Example: Purchasing a luxury item or splurging in their favourite store.

• Belongingness – what is it about the brand or product the brand offers

that provides the consumer with the feeling of fitting in with the rest of

their peers?

Example: Collecting the same style of necklace that is the latest fashion.

• Safety – what is it about the brand or product the brand offers that

provides the consumer with the feeling of security?

Example: Obtaining a home-‐alarm system.

• Physiological – what is it about the brand or product the brand offers that

provides the consumer with the feeling of being able to survive?

Example: Gathering groceries at the local market.

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These needs are ranked from the least necessary to the most important as

deemed for a standard of living and quality of life. It is important for companies

to know where their brands are associated on this scale and as to how well they

appeal to their consumers who meet these needs. Along with the potential

influences and these needs, the actual design elements of a brand are essential

to correctly identifying and targeting the consumer.

Source: Adapted from Solomon et al., 2009: 161

III. Design Elements

Today’s measurement standards may not be within how great the product is, but

rather how well the brand performs. Brands are measured “by its effectiveness

in the realm of commerce ... [and] must communicate on both a rational and an

SELF ACTUALIZATION

: Self-‐fulRillment, enriching experiences

EGO NEEDS: Prestige, status, accomplishment

BELONGINGNESS: Love, friendship,

acceptance by others

SAFETY: Security, shelter, protection

PHYSIOLOGICAL: Water, sleep, food

Figure 5: Maslow’s Hierarchy of Needs

Page 25

emotional level, delivering an image and a message that is relevant, as well as

inspiring.” (Recker and Kathman, 2001) Therefore, when establishing a brand, it

is important to look at all elements of design–collection of sensory input.

(Hitchens and Hitchens, 2010: 218) These elements help “set the expectations

through expression” for the consumer. (Recker and Kathman, 2001)

As mentioned in the case of Apple, Inc., they had to revisit how their products

‘look and felt’ to the customers. This aspect of the sensory values can be

considered one of the most important, as it helps the consumer make a

prejudgment about a product even before use. “The look and feel of a brand is

the unique style that makes it recognizable, it is the subtle interplay of

characteristic elements: logo, colour, type, imagery, materials and use of

language that collectively define the brand image” (Hitchens and Hitchens, 2010:

178-‐9). This is of grave importance, as it interlinks the various fields of marketing

and design so that a brand will be known by its “behaviour and visual style …

inextricably linked with the visual language of the brand” (Hitchens and Hitchens,

2010: 179). The look and feel must be relevant to the style of brand imaging with

which the product may be associated.

One of the best ways to make sure that a brand has the correct association with

consumers is to make sure that it falls within the correct realms on a perceptual

map. A perceptual map is “a vivid way to construct a picture of where products

or brands are ‘located’ in consumes’ minds” (Solomon et al., 2009: 228). The

most accurate way of determining where the brand or product sits on a

perceptual map is to survey current and potential consumers information about

that brand or product. These questions should be asked throughout all phases of

the branding process, not solely after the product has been released into the

market for a while. (Solomon et al., 2009: 228)

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i. Colour Theory

One of the fastest growing trends in the marketing and design process is the

research on colour theories and principles–both psychological and physiological.

With most consumers shopping in-‐store (a staggering 73%), it is important for

companies to consider the colour theory when developing a brand, as that brand

then “becomes clear when comparing two brands from the same product

category.” The ‘visual culture’ is increasingly important, as consumers want

everything “attractively presented in a full-‐colour, graphic format.”

Fundamentally, there are “11 basic colours ... that are universal, regardless of

the shade, tone, or tint.” (Anon., 2007b) Colour is one of “the most elusive

design elements” as it also “can appear differently when it is surrounded by

other colors” (Landa, 2006: 140, 142), which could be contributed to the

understanding that every person perceives colour in a different way and this

“varies greatly … depending on culture, physiology, psychology, and exposure to

marketing color symbolism” (Landa, 2006: 140). Landa best explains these

associations in the following way (Landa, 2006: 140-‐144):

• “Color and culture: the symbolism and associations of colors in specific

cultures and countries.”

Example: Green may be known as having mint flavouring; however, in

another country, it may be known for being the colour of something

decaffeinated.

• “Physiological response to color: the way a particular eye perceives color,

and how a person physically responds to color.”

Example: Someone who is colour-‐blind may not be able to respond or

react to a brand design the same way that someone would that has 20/20

vision.

• “Psychology and color: the way a particular person or cultural groups

responds to color, and the color associations formed for that person or

group.”

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Example: Blue is known as being a ‘cool’ colour and providing a ‘soothing’

effect. This is often why a doctor’s office in the US may have blue walls.

• “Marketing context: the specific color representations that have been

established by marketers.”

Example: Yellow is associated with being lemon-‐scented or lemon

flavoured and orange is known for having a tropical smell or taste.

When exploring more into colour theory, psychologists have noted that each

colour evokes a different emotional response for the average person. It is

important to remember not to choose a brand’s colour for it being trendy at that

time, as fashions quickly fade and it will appear as though the brand is out-‐of-‐

date. The standard 10 colours will be discussed (in alphabetical order) at this

time, from a Western-‐culture vantage point:

Table 3: Colour Meaning Comparisons

Colour Connotations Language Famous Brands

Black

Negativity, blackmail, blacklist, black hole, class, wealth, elegance, sophistication, formal, stand out, funerals

blackmail, blacklist, black hole, little black dress, black tie, black ball

• Black & Decker • Guinness • All Blacks • Black N Red • First Direct

Blue

Trust, conservatism, cool, calming, sky, sea, blueberry, flowers

blue moon, the blues, blue print, blue humour, Blue Monday, blue blood

• Barclays Bank • General Motors (GM) • IBM • Chevron • Samsung • National Health

Service (NHS)

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Green

Growth, nature, safety, minty, medical care, banking, money, naivety, emerald, billiards

green-‐fingered, green with envy, Green Man, Green Knight, Jack of the Green, green thumb, green horn

• BP • Marks & Spencer • Lloyds TSB • Greenpeace • Publix • Jolly Green Giant

Grey (Silver)

Neutral, mature, prestigious, platinum, silver, hope, optimism

grey area, grey hair, grey pound, silver surfer, silver lining

• Accenture • Apple • Audi • Mercedes-‐Benz • Silver Cross

Orange

Citrus fruit, yellow-‐red, royal family, spiritual, Protestantism, Halloween

A Clockwork Orange, chocolate orange, Orange County (OC), orange juice (OJ), orange tan

• Orange • easyJet • Sainsbury’s • GlaxoSmithKline (GSK) • Cingular Wireless • Tango •

Pink

Femininity, Barbie, gum, flamingos, Financial Times, settling, flowers

in the pink, tickled pink, pretty in pink, rose-‐tinted glasses

• Thomas Pink • T-‐Mobile • Lastminute.com • Smile • Financial Times

Purple

Wealth, opulence, sails of Cleopatra, badge, injury, royalty/regal, velvet

purple heart, purple patch, purple prose, born in the purple, shrinking violet

• Liverty • Cadbury • Milka • Yahoo • Silk Cut

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Red

Pride, passion, lust, sex, strength, energy, blood and war, strawberry, cherry

roses, the red planet (Mars), see red, red book, Red Army, red-‐letter day, red light district, red handed, paint the town red

• HSBC • Coca-‐Cola • Virgin • Marlboro • Vodafone

White

Innocence, purity, cleanliness, spirituality, goodness, healing, hospitals, doctors, bride, surrender

whiter than white, Snow White, whitewash, white flag, white wedding, white dove

• Mont Blanc • The White Company • White Stuff • Lillywhites • R Whites

Yellow

Warmth, sun, brightest colour, happiness, spring, new life, desert sands, bile, autumn leaves

yellow-‐brick road, yellow jaundice, yellow belly, yellow fever, yellow ribbon, yellow jersey

• Aviva • Shell • Yellow Pages • Hertz • The AA

Source: Adapted from Hitchens and Hitchens., 2010: 160-‐174

When looking at Table 3, it is obvious that each colour may represent a variety of

industries, sectors, and may appeal to different target markets. It is for this

reason that the study of colour theory within branding is of such importance.

“Colour is linked with emotion and sensation; have strong psychological

connection[s]; significant influence in purchasing decisions; [and are

recognisable] before we read a word” (Hitchens and Hitechens, 2010: 161).

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Through the research of colour theory, it has been shown that the blue identity

was the dominant colour for every 52/100 companies surveyed in October 2009

(Hitchens and Hitchens, 2010: 161). Some famous examples of colour theory into

practise includes the following:

• Red – The Coca-‐Cola red has been ‘stolen’ by the company Vodafone

within the European market according to a Brand Sense survey

conducted in the UK. Only 22 percent of people surveyed still associate

the red colour with Coca-‐Cola. (Lindstrom, 2010: 48-‐49)

• Green – The original colour for the Lucky Strike cigarette brand was of a

green hue. Unfortunately because of war times, the ink colour was

available in minimal quantity and therefore the Lucky Strike brand

repositioned itself with a red hue, claiming to have “gone to war”. This

campaign was so successful that their profit margins increased by 38

percent within the next year of sales. (Lindstrom, 2010: 49-‐50)

• Yellow – this colour is thought to be synonymous with transportation. At

one period in time it was automatically representative of the DHL courier

brand; however, in the last few decades, McDonald’s and Kodak have

taken over and claimed the rights to the yellow hue. Currently, they are

the two major players colour identity. (Lindstrom, 2010: 51)

Alongside with colour, another important aspect of a brand is the logo. “In

today's visual-‐obsessed society, where consumers have more choice and less

time than ever before, it has never been more important for marketers to invest

in the design and look of their product or logo.” (Anon., 2007b)

ii. Logo Development

A logo is the most recognisable element of a brand; its purpose is to

communicate the brand’s message through graphic/textual style. In order for a

logo to serve its purpose, it must be used consistently throughout all mediums,

as well as “evolve, growing from the company’s core values”. (Freed, 2005) A

logo is typically the primary differentiating element of products. This principle

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was demonstrated in a case study where consumers had to match car vehicles

with the brand (without the use of logos). Only one in four participants could

accurately depict the correct vehicle (Williams, 2007). Essentially, a logo is a

brand’s trademark; the logo is unique to other products and is modelled for

instant recognition by consumers (Anon., 2009d) and its “makeup should define

and represent a brand’s character” (Landa, 2006: 137). “[A logo] should look just

as good in 15-‐foot letters on top of a company headquarters as it does one

sixteenth of an inch tall on company stationery” (Logo Orange, 2000).

A logo can be synonymously referred to as an “avatar, colophon, emblem, icon,

ideogram, logogram, logotype, monogram, pictogram, signature, trade mark or

wordmark” with industry professionals. (Hitchens and Hitchens, 2010: 151).

Throughout this list, there are four distinct types that can be seen in a company’s

brand:

• Wordmark (logotype) – “the name is spelled out in unique typography or

lettering” (Landa, 2006: 130-‐1).

Table 4.1: Wordmark Examples

Brand Image2

Barnes & Noble Booksellers

Coca-‐Cola

Philips

2 Images obtained through a standard Google.com image search for ‘Wordmark Examples’.

Page 32

Source: Adapted from Landa, 2006: 130-‐1

• Lettermarks – “created using the initials of the brand name” (Landa,

2006: 132).

Table 4.2: Lettermark Examples

Brand Image3

IBM

General Electric

Marks & Spencer

Source: Adapted from Landa, 2006: 132

3 Images obtained through a standard Google.com image search for ‘Lettermark Examples’.

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• Symbol Mark (Pictorial) – “representational image that symbolizes the

brand or social cause it relates to an identifiable object” (Landa, 2006:

133).

Table 4.3.1: Symbol Mark (Pictorial) Examples

Brand Image4

Shell

Fat Face

Apple, Inc.


4 Images obtained through a standard Google.com image search for ‘Symbol Mark (Pictorial) Examples’.

Page 34

• Symbol Mark (Abstract) – “representational visual with an emphasis on

the intrinsic form, an extraction relating to a real object, modified with an

abstract emphasis” (Landa, 2006: 134).

Table 4.3.2: Symbol Mark (Abstract) Examples

Brand Image5

2012 Olympics

Barclays Bank

Guinness


5 Images obtained through a standard Google.com image search for ‘Symbol Mark (Abstract) Examples’.

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• Combination Mark – “a combination of words and symbols” (Landa, 2006:

135-‐6).

Table 4.2: Combination Mark Examples

Brand Image6

Delta Air Lines

Starbucks Coffee

Dove

Source: Adapted from Landa, 2006: 135-‐6

“A logo is the keystone of any graphic design plan” (Landa, 2006: 138). A logo

incorporates many different styling elements. Along with colour theory (as

previously discussed) logos can also envelop typography. Typography is a subject

that is often forgotten or neglected; however, the most successful-‐global brands

6 Images obtained through a standard Google.com image search for ‘Combination Mark Examples’.

Page 36

have been responsible for developing their own, new and innovative typographic

features, rather than sticking to an easily copied typeface or font available on the

standard computer. Typography “is a unique setting of characters created

specifically for the brand” (Hitchens and Hitchens, 2010: 153). When designing a

brand typography, the company must consider the typeface, space between the

letters, respective sizes, and how it relates to the colours involved, as this will

create a recognisable, yet difficult to mimic, feature of the brand. The style of the

typography of the brand must actually be representative of the brand. It is

important to recognise that if a “brand has a carefree personality, then hard-‐

edged, rigid forms may not be appropriate” (Landa, 2006: 153, 112).

Typography even has the ability to evoke emotions or assist in the recall of

certain qualities or events in one’s own life. This design element is also essential

in developing product line extensions. It is important for a company to use the

same typographic standards throughout all their product offerings. (Hitchens and

Hitchens, 2010: 153-‐4) Coca-‐Cola has done well in this aspect whenever they had

launched an extension of their regular Coca-‐Cola line—Diet Coke, Vanilla Coke,

Cherry Coke, etc. All of these colas are packaged with the same ‘look’ and ‘feel’

similar enough to the original Coca-‐Cola product, yet distinctive enough to tell

the difference from another, similar product. All in all, logos are extremely

important to the success of a brand, but it must be remembered that the logo

itself is not the brand. “The logo is really the tip of the iceberg; it’s the face of the

brand that fronts a strategic system for brand identity.” (Hitchens and Hitchens,

2010: 155)

iii. Packaging and Products

In the average trip to the supermarket, a consumer is inundated with nearly

30,000 products. Consumers can easily make swift decisions and “first

impressions really do count … A brand may be judged in the blink of an eye”

(Hitchens and Hitchens, 2010: 24). Unlike other elements in brand design,

packaging is a joint effort amongst several businesses including industrial

designers, packaging engineers, and manufacturers. (Wheeler, 2006: 134)

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“Packaging is more than just filling packages with product” (Anon., 2000).

Products evoke emotion from the consumers (positive and negative), which

makes it dangerous for a brand to claim that a certain product will ‘do

something’ specific for all consumers (Stompff, 2003). A product should be

designed to “outlast any brand identity campaign” (Stompff, 2003) while

“packages are brands that you trust enough to take into your home” (Wheeler,

2006: 134). It is necessary to understand these differences.

An example to assist in the understanding of the differences between package

and product, as given by the researcher, would be the following:

• A packet of chewing gum comes in a handy container to be placed in a

vehicle’s cup holder. The package is the container the pieces of gum come

in, whereas the product itself is the chewing gum. Both evoke different

responses: The container may evoke happiness, as it was designed for

convenience in the vehicle; the gum may evoke relief, as the peppermint

flavouring helps calm the nerves of the gum chewer.

The focus on packaging will coincide with the ideas of integrating all parts of the

brand identity. Packaging design “ is a graphic design application which operates

at the casing, as well as to attract a consumer and to present information; it is an

amalgam of two-‐ and three-‐ dimensional design, promotional design,

information design, and functionality” (Landa, 2006: 161). Everything about the

product usage should be considered and analysed when designing a package—

how it appears on the shelf, how it will be used, if the packaging will be a part of

the actual product, if it should be recyclable, easily stored, etc. (Solomon et al.,

2009: 309) If the product being offered currently exists, then the packaging is

often designed in a similar fashion as to what is already available; however, there

are a few products that think outside of the norm and potentially create their

own trends. Table 5 includes several factors to consider for package design.

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Table 5: Considerations for Package Design

Features Questions to Consider… Example

Material

• Is it ‘green’?

• Can it be reused? It is recyclable?

• How sturdy is it?

• Biodegradable candy

wrapper where proceeds are going to an organisation such as WWF.

• Water bottle

• Tupperware container that can be run through the dishwasher.

Aesthetics

• Is it attractive? • Does it enhance the

product or entice consumers to purchase?

• Does it appear authentic?

• Perfume bottle • Festive, holiday outfit on

bottle of juice

• Canned soup or classic cola bottles – the way it’s always been

Shape

• Is it round, square,

triangle, or hourglass?

• Liquid detergent – all of the

product needs to be able to come out of the bottle

Shows

• What is on the package? • Is it informative or

instructive? • Does it add anything?

• Canned vegetables • Do-‐It-‐Yourself (DIY) projects

• Offers off on next purchase

Source: Adapted from Solomon et al., 2009: 209-‐310

If a product is appropriately packaged, this could lead to a greater rate of

retention for future purchases by the consumer. Another very important factor is

to make sure the package stands out from other similar, competing products.

(Landa, 2006: 161) “It must be attractive and appropriate for its audience and

marketplace” and consider how it sits “on a shelf … in visual competition with

the products sitting next to it” (Landa, 2006: 170). Packages are not limited to

the tangible package that is often assumed; a package can also be the design of a

company website that provides a product or service. (Landa, 2006: 161)

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Research Methodology

I. Rationale, Approach, and Design

There are many process options for primary data collection when conducting

marketing research: exploratory, descriptive, and causal. Each of these uses is

important; however, for the purpose of the paper, a combination of exploratory

and descriptive methods has been used. Exploratory research is best used to gain

an insight in market phenomena and to determine people’s attitudes towards

brands in general. As exploratory methods are typically associated with

qualitative data, the research for the dissertation was conducted through in-‐

depth interviews (semi-‐structured). (Malhotra and Birks, 2007: 69) The purpose

of qualitative research is to “provide an in-‐depth understanding of people’s

experience, perspectives and histories in the context of their personal

circumstances or settings” (Spencer, 2003: 3).

Descriptive research directly examines how a market is controlled and functions

and is used to determine brand recognition. Typically, descriptive research is

associated with quantitative findings, and for this report, the research

conducted was through a mass-‐distributed survey dealing with various brand

perception elements: colours, logos, packaging, as well as international

recognition. (Malhotra and Birks, 2007: 73) The purpose of quantitative research

is to “determine the relationship between one thing (an independent variable)

and another (a dependent or outcome variable) in a population” (Hopkins,

2000).

The main objective of this research is to understand how brand design affects

consumer-‐purchasing habits on an international scale, with a primary focus on

the UK and US markets. This study was undertaken in two phases: qualitative

research1 and quantitative research2.

1 Exploratory methods used and a framework analysis-‐style analysis.

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In-‐depth interviews – conducted in efforts to understand behaviours and

trends, as well as perceptions on brand design and purchasing habits.

Surveys – conducted in efforts to understand cause and affect

relationships, such as how brand design influences the purchasing

decision on branded products.

The research design uncovers answers to the following questions in line with the

study’s objectives: what, how, when, where, and for whom?

• What is the desired outcome from the research findings? Determine the

correlation between brand design and purchasing habits.

• How was the research conducted? Through qualitative (in-‐depth

interviews) and quantitative research methods (mass-‐distributed survey).

• When did the research take place? November 2010 – January 2011

• Where will the research take place? Online, United Kingdom, and United

States.

• For whom is the research being conducted? Brand designers in

multinational companies, international marketing students, and

international marketing theorists.

To complete the exploratory research, a semi-‐structured interview was

developed with the primary objectives3 of the research in mind; whereas, the

descriptive research also stayed in sync with the primary objectives, the users

were forced to choose options (using a Likert scale, selecting from a drop-‐down

menu with specific choices, and choosing ‘all that apply’) with the exception of

one short answer question regarding recognisable brand colours.

2 Exploratory methods used to determine the cause and effect relationships between brand design and purchasing habits. 3 Objectives can be found on page 3.

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II. Target Demographics

The primary targets of the research included the ‘average person’ in both the

United Kingdom and United States. In order to obtain research with this group, it

was necessary to conduct in-‐depth interviews (semi-‐structured) with the average

product purchaser in the UK and US. Overall, a result of 16 out of 19 in-‐depth

interviews was conducted with this primary target group. Additionally, there was

a mass-‐distributed survey sent (via online) to determine people’s perceptions

towards brand design and to measure their purchasing habits. A sample of 241

participants—the minimum needed was 200 (Malhotra and Birks, 2007: 409,

Table 14.2)—completed the survey. This survey was sent to members in both

target groups.

A secondary target demographic included a select group of business

professionals in branding/marketing/design departments within multinational

companies, as well as industrial designers. This approach was to gain a more

detailed insight as to see if they subconsciously purchase products with a

different agenda on their mind. In order to obtain research with this group, it

was necessary to conduct these in-‐depth interviews (semi-‐structured) with

professionals in the UK and US.

III. Data analysis

Analysing the gathered data is a more difficult task in the research process. As

there is a compilation of information from in-‐depth interviews and surveys, it is

necessary to examine these responses in a methodological order. The type of

data analysis performed is co-‐dependent on the type of research methods that

have been undertaken. A framework analysis has been used for the exploratory

data collection, which is “built on a set of principles around which to frame and

structure ... questions that might be asked of a piece of work in order to critically

assess ... [and] judge overall merit, based on the questions and indicators that

are most relevant” (Spencer, 2003: 7). These categories have then been cross-‐

analysed with the individual responses to form common threads among the

participant’s responses.

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The analysis process of quantitative findings was similar, but can most effectively

be done through the use of sophisticated software programmes. For the analysis

of this study’s results, the online resource Zoomerang4 was used to gather the

data and used for the direct and cross-‐tabulation analysis. With this tool,

participant inputs were automatically computed and calculated in detail, which

helps to visually display common trends among all survey participants when

displayed in graph form.

IV. Sampling

As previously mentioned, respected guidelines for sample sizes are set for

conducting an appropriate amount of interviews, as well as obtaining an

adequate number of online survey respondents. It was necessary for the

qualitative research to have at least 8 semi-‐structured, in-‐depth interviews (19

were completed) and a minimum of 200 survey respondents (241 were

obtained) for quantitative research. Additionally, it was necessary to obtain a

sampling through convenience; therefore, the survey was distributed online and

available to those who currently live in the UK, US, and ‘Other’ countries.

V. Ethical Considerations and Sampling Errors

When performing the consumer research, it is necessary not to cross ethical

boundaries in a variety of different forms. The following list (or set of ‘personal

rules’) includes ethical issues the researcher respected in regards to conducting

the consumer research:

• Do not include a personal interview with the researcher. – Potential bias

from the researcher as they developed the survey and know which

results to skew.

• Do not include a personal survey taken by the researcher. – Potential bias

from the researcher as they developed the survey and know which

results to skew.

4 Zoomerang is an online survey software; http://www.zoomerang.com

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• Do not tell the interviewees the aim of the research until the interview has

been completed. – Potential bias from the interviewee as they would

know the ultimate aim of the research and may skew the results.

• Do not tell the survey respondents the aim of the research until the survey

has been completed. – Potential bias from the respondents as they would

know the ultimate aim of the research and may skew the results.

• Do not falsify any interview transcripts or survey results. – Damage to

study and apparent bias added to results.

• Credit all sources used. – Avoid plagiarism and give credit.

• Do not pay, bribe, or compensate interviewees as to skew the results. –

Potential bias for obtaining only the results desired.

• Survey was distributed on an online platform. – Allows for potential

misuse by those not necessarily target for the survey.

• Convenience sample used. – Potential of not obtaining enough

respondents from one of the target groups.

• Possibility for inconsistency within survey. – Potential for accidental

‘misleading’ questions and cause for confusion among the respondents,

such as not having an “N/A” or “I do not know” answer to some of the

questions.

VI. Transcript, Measurements, and Mechanism

The in-‐depth interviews were conducted through a semi-‐structured approach in

an online interview platform also using the aforementioned Zoomerang website.

This was done for efficiency and expedited purposes so as to receive the quickest

results at the most convenient time frame for the respondents. Following the

receiving of responses, a framework analysis was conducted focusing on

patterns and theme measurements. Participants were encouraged to answer the

questions to the best of their abilities and had additional open-‐ended, follow-‐up

questions to prevent such cases of not obtaining enough information.

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Before the online survey was launched, it was pre-‐tested twice by a random

sample of 3 people in the target group so as to eliminate any potential errors

and confusion among those completing the survey. The final version was then

launched online and was self-‐administrated. An online version of the survey was

chosen due to time constraints and the requirements of needing responses

amongst several countries. By having the survey online, this was also a cost-‐

effective technique to gain quick access to a wide population. Snowballing

techniques were use to reach the required number of participants, which

resulted in the ‘volunteer’ and ‘convenience’ sampling. There was no initial

control for this group, as it was open to everyone, including those who were

interviewed. This ‘double-‐response’ is not a conflict of interest or skewing of

results, as the interview questions may have pertained to the same subject as

the survey, but were not the same in nature. The survey was designed to have

several different response types: choosing one answer from a series, cross

between Likert scale and semantic differential scaling, as well as one fill in the

blank question. All questions were marked for mandatory answering, so there

was no need to prepare for the ‘999’ variable. To analyse the data output,

Zoomerang was again used to compare all responses to avoid researcher errors

and to eliminate researcher biases.

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Empirical Findings and Analysis

I. Findings and In-‐depth Analysis

The following information displays the data collected and how it can be applied

to the researched materials found in the literature review, as well as matching

the report’s objectives and disproving the null hypothesis: “Brand design is not

directly linked to consumer purchasing habits.” For the interview analysis, a

framework was developed to measure the common themes on the interviewees

opinions found on brand design, as well as their considerations when purchasing

products. Additional information will be discussed for the quantitative analysis

(questionnaires) and will be displayed in a format as to follow each objective.

i. Interviews

The qualitative research was comprised of nineteen semi-‐structured, in-‐depth

interviews across the target demographic. The interview questions in full can be

seen in Appendix A; however, this section will focus only on the information

found from those interviews. In line with each objective outlined in this report,

questions were developed to understand if these objectives match to real-‐world

purchasing habits and considerations of brand design when making those

purchasing decisions.

Demographic information was requested of each participant for a further

analysis, if warranted, after this initial paper is reviewed in detail. These

questions included the following details1,2,3:

• Question #2 – Age range

• Question #3 – Where the interviewee is currently living.

• Question #4 – Where the interviewee was born.

• Question #5 – Where the interviewee has spent most of their life.

1 A complete list of objectives and corresponding questions can be found in Appendix A. 2 Charts for these demographics can be found in Appendix D. 3 Question #1 was an optional question to see if the interviewees wished to receive the feedback and results of this study and was in no way related to the actual analysis of the dissertation.

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• Question #6 – Whether interviewee is a marketing professional.

The following information will be the analysis displayed (Appendix B) with each

objective and how the questions match with the objectives4,:


expiration.

Question(s): No questions were used to match this objective, as the information

found through literature reviews was sufficient.



Question #12 – as it relates to brand recognition.

• An overwhelming number of interviewees agreed that they would be

likely to purchase a product because they have heard of it before,

whether it was through word-‐of-‐mouth or because it was ‘drilled in by

advertising’ (as one interviewee noted, they would hope the brand would

live up to it’s claims). Of those who did not respond that they would

choose a brand through recognition, four of the interviewees said this

may influence their purchase decision depending on the item (more

common for lesser-‐values products), and a simple two of nineteen said

they would not be influenced. Eight of the interviewees said they feel that

if they recognise a brand, there is a sense of trust that is given towards

that brand; however, only six interviewees said they believe this

automatically instils a sense of trust and a high number of five disagreed

completely.

With this information gained on brand recognition, marketers should be aware

that while they may push the brand onto consumers, consumes are not

automatically tricked into trusting the brand. For a majority of consumers to

4 Appendix C details the framework analysis and how it was used.

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trust the brand, one interviewee noted that a relationship must be built between

the brand and the consumer.


Question #7 – relating to the interviewees favourite brand.

• The information gained from this question shows that the most common

favourite brand among the participants was Apple, which was studied as a

case example on re-‐branding earlier within this report. Analysis of this

question demonstrates that the favourite colours amongst all the

interviewee’s favourite brands dominantly included white, red, and black.

Other colours were discussed; however, these were overwhelming the

leaders in within the colours mentioned. Additionally, they preferred

these brands as they were consistent, luxurious, natural, maintained an

aesthetic appeal, gained trust with the consumer, evoked a positive

feeling, recognisable (on and off the shelf), and are deemed of high

quality.

Marketers should note these characteristics and colours and consider further

studying the Apple brand design. By understanding this information, they will be

able to ensure a successful new branding or rebranding strategy and effort. This

information will also help to eliminate wasted time, as this is information directly

from the consumer.

Question #8 – relating to the interviewees favourite logo.

• After gathering responses from all nineteen interviewees, two logos stood

apart from the rest, Apple and Nike. Again, the colours of white and black

were noted as being the most favourable, with red mentioned in a five-‐

way tie for third place (along with multi-‐coloured, green, blue,

yellow/gold). For their favourite logo, the following characteristics were

given: cheerful, historic, evoking positing feelings, offered a broad product

range, trust, and confidence.

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Marketers should note the way Apple brands each of their products as a

cohesive group. Nike was also mentioned and is another great case to study for

those wishing to develop a new brand or rebrand their current business. Similar

characteristics were also given between the favourite brand and favourite logo.

Question #9 – relating to how the interviewee deems package design.

• The way consumers view a product’s packaging was more difficult to

uncover and was approached in a systematic direction. Several questions

were asked within this question to try to unveil the way the interviewee

considers packaging design as a brand element, as opposed to the way

something looks. When asked directly, it was a toss up with the

interviewees if packaging was a consideration for purchasing a product.

Some interviewees were very enthusiastic about design, whereas a few

others really could not seem to care less. However, contrary to what they

stated in the beginning, the analysis shows that actually nine interviewees

considered packaging and products, six considered product only, and four

considered the packaging. Also contrary to their initial statements, an

overwhelming thirteen stated that they preferred a functional package

design and fourteen even stated that a package design can evoke

emotions for the consumer, which can sway the purchasing decision.

As mentioned within the literature review, package design is a very important

part of the branding experience. Marketers must take notice of this, as it is a

major influencing decision. Package design should be implemented as early as

the brand and product concept development and should not be left for the

launching phase of the cycle.

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markets.

Question #10 – relating to why the interviewee is brand loyal, and to which

brand(s) they are loyal.

• The most common brands are Apple, Crest, Amazon, Volkswagen, Nike,

Hellman’s, Bounce, and Tide. These brands all have a significant brand

loyal consumer. The more popular characteristics mentioned among

these brands include a sense of happiness, satisfaction, quality,

confidence and trust, as well as a good reputation. The majority of

interviewees said they are not necessarily influenced by vouchers or

coupons, but would be influenced if their peers or colleagues

recommended trying a new brand.

A lot of advertising efforts are focused on sending out vouchers for their

products; however, it is apparent that it does not make a difference to those

consumers who are already loyal to one brand. It is important for marketers to

focus on how to get people to spread the word about a product, rather than

inundate a potential customer with offers.

Question #11 – relating to how price, fashion, and economic factors affect their

purchasing decisions.

• Price was determined to be the biggest concerning factor for purchasing a

product. Most of the interviewees seemed to be very price-‐conscious and

mentioned characteristics such as purchasing from warehouses or

wholesalers, looking for sales or bargain shopping. Several of the

interviewees felt this was an extremely important factor and is the

bottom-‐line when purchasing a product. Fashion does not seem to impact

most of the interviewees; however, a few remained that better quality

items are the more expensive products. Additionally, the economy only

comes into play when understanding prices. Most everyone stated that

they are purchasing necessary goods over luxury items in the current

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economy. Additionally, during times of economic struggle, offers,

vouchers, or some other kind of incentive would make them more likely

to purchase that product over another. However, as before, peer

suggestions remained the strongest influential factor.

Marketers must take this information into consideration. As previously

mentioned, people do not like to be overwhelmed with vouchers, but in a time

of economic difficulty, they are more likely to be influenced. Price is the most

important factor among the consumers, so it is necessary for marketers to put

their brand into being a brand that consumers can be brand loyal to in efforts to

overcome price being an issue.

Question #13 – relating to how a company’s risk management, ethical standards,

and CSR affect the interviewee’s purchasing decisions.

• Only the minority gave a response to being influenced by the company’s

risk management, ethical standards, and corporate social responsibility

(CSR); however, there is a contradiction in what they are actually more

likely to purchase. Very few responded that they would be influenced by

these factors; however, ten said they are more likely to purchase locally

made products or fair-‐trade products. They commented they are not

influenced by a company’s risk management policy, but ten interviewees

are greatly impacted by a company handling ‘bad press’, with three more

saying it may affect their opinions depending on the circumstances.

The consumer does not necessarily do everything consciously, which can be seen

by this analysis. The consumer says they do one thing, but their actions tend

towards something completely different. This misleading information is why

marketing research is necessary. Marketers should take notice of what the

consumer does and not what they say they do.

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ii. Questionnaires

Each question for the online-‐survey was critically constructed and reviewed to

follow in accordance to the dissertation’s objectives. This section elaborates on

the survey questions and provides visual aids (when appropriate) for explaining

the gathered data’s results. Analysing quantitative data can be a lengthy and

tedious process. This information was gathered and analysed for trends using the

Zoomerang website (Appendix F). Specific charts and tables were gathered and

further reviewed to meet the objectives of this report. The questions in this

survey were designed to be ordinal and scaling (interval and ratio), and excluding

nominal variables5. They were analysed using two types of statistical analysis

process: bivariate and univariate. Bivariate measurement is performed when

analyzing two variables at the same time (through cross-‐tabulation), whereas

univariate measurement is performed when analyzing a single variable at a time.

Following the same analysis process of the interviews, each question is paired

with the objectives and displayed accordingly.

Demographic information was requested of each participant for a further

analysis, if warranted, after this initial paper is reviewed in detail. These

questions included the following details6,7,8:

• Question #2 – Age range

• Question #3 – Where the interviewee is currently living.

• Question #4 – Where the interviewee was born.

• Question #5 – Where the interviewee has spent most of their life.

• Question #6 – Whether or not the interviewee is a marketing

professional.

• Questions #7 – If in the field of marketing, respondents were requested to

provide their job titles. Of those, their titles were as follows: Marketing

5 A variable is a characteristic that can be classified, counted or measured. 6 A complete list of objectives and corresponding questions can be found in Appendix E. 7 Charts for these demographics can be found in Appendix H. 8 Question #1 was an optional question to see if the interviewees wished to receive the feedback and results of this study and was in no way related to the actual analysis of the dissertation.

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Executive (1), Marketing Assistant (11), Account Manager (4), Marketing

Officer (1), Product Manager (2), Marketing Managers (3), Brand Manager

(2), Marketing Director (1), Vice-‐President of Marketing (1), Marketing

Intern (1), Marketing Student (5), Marketing Service (1), Creative Planner

(1), Marketing Academic / Lecturer (2), Sales (1), and Brand Strategy

Consultant (1).

The following information will be displayed with each objective and how the

question matches with the objectives of this report9,:


expiration.

Question(s): No questions were used to match this objective, as the information

found through literature reviews was sufficient.



Question #31 (item 5) and Question #31 (items 1, 4, 6, 8-‐12) – cross-‐tabulation to

determine if the design of the brand has any bearing on the purchasing of

products according to eight different variables.

• Design of brand … mood I am in. (Appendix I, Chart 1) Indicates a

relatively uninfluenced position of buying products because of brand

design due to their mood.

• Design of brand … colours of the product. (Appendix I, Chart 2)

Demonstrates the position that if the design of the brand influences your

purchasing decision, so does the colour of the product. If the design of

the brand does not influence their purchasing decision, neither does the

colour of the product.

• Design of brand … design of the product. (Appendix I, Chart 3) There is a

strong association that the design of the brand correlates to the design of

the product, both affecting the consumer’s purchasing decision.

9 Appendix G details the analysis and how it was used with each objective.

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• Design of brand … amount the product costs. (Appendix I, Chart 4) An

even stronger correlation is shown when looking at those who are

influenced by the design of the brand and the amount the product costs

as being an influencing factor.

• Design of brand … warranty available for the product. (Appendix I, Chart

5) Respondents suggest that whether they agree or disagree that the

brand design influences their purchasing decision, most agree or are

neutral when it comes to a warranty for the product being an influential

purchasing factor.

• Design of brand … reviews from other sources. (Appendix I, Chart 6)

Relatively high responses for those who feel design of the brand

influences their decision making also are influenced by reviews from

other sources.

• Design of brand … time I have to purchase the product (time allowed to

spend in store). (Appendix I, Chart 7) Those consumers who are

influenced by the design of the brand also agree that the time they are

allowed to purchase the product while in store makes a difference in their

purchasing decision.

• Design of brand … time I have to purchase the product (limited time offer

items). (Appendix I, Chart 8) This correlation shows that whether the

brand design influence their decision or not, they generally agree that the

time they have to purchase a limited time offered product influences

their purchasing decision.

Marketers should take note of this analysis in efforts to tailor their brands

towards the desires of the consumer. This could include being careful on pricing

their products (or services), adequately accounting for colour and packaging

when developing a logo and/or brand, as well as maintaining and developing a

strong brand reputation.

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Question #31 (item 5) and Question #16 (favourite and least favourite brand

colours) – cross-‐tabulation to determine if the design of the brand has any

bearing on the colour of their favourite and least favourite brand.

• Design of brand … colour of favourite brand. (Appendix I, Chart 9) In

general, the favoured brand colours are red, blue, black, and white. For

those who claim not to be influenced by brand design, their preferred

colours include white, red, and blue, whereas those who admit to being

influenced by brand design prefer the colours black, blue, and red.

• Design of brand … colour of least favourite brand. (Appendix I, Chart 10)

In general, the least favoured brand colours include yellow, orange, and

black. For those who are influenced by brand design, their least preferred

colours include orange, green, and yellow; whereas the those who are

not influenced by brand design, their least preferred colours include black

and pink. There does not appear to be a strong correlation between the

two groups. To understand this data, it is necessary to look at the

previous analysis and try to avoid the colours that, overall, people do not

seem to favour.

Marketers should consider these findings when developing and establishing a

brand or when making the endeavour to re-‐establish an already existing brand.

As mentioned in the findings, notable colours to use include red or blue and to

avoid pink and possibly black (even though a majority also said they found this

colour to be favourable to those who consider brand design an influencing factor

for making purchasing decisions.


Question #15 – top 5 brands listed for immediate brand recall through colour

association.

• Table 6 shows the top 5 brands associated with each of the most

commonly found colours in brand design. Included with this data is the

‘N/A’ option for those who were unable to think of a brand for the colour.

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Table 6: Top 5 Brand and Colour Associations

Colours Brands # of Respondents

Black

• N/A • Coca-‐Cola • Axe • Coca-‐Cola Zero • Nike • Dell

• 73 • 15 • 13 • 11 • 9 • 7

Blue

• N/A • Pepsi • IBM • Dove • Microsoft

• 51 • 41 • 16 • 10 • 5

Green

• N/A • The Body Shop • Irish Springs • Mountain Dew • Sprite

• 75 • 12 • 11 • 8 • 8

Grey (Silver)

• N/A • Apple • Mercedes-‐Benz • Diet Coke • Honda

• 91 • 26 • 9 • 8 • 8

Orange

• N/A • Orange Mobile • Tropicana • Sunkist • The Home Depot

• 67 • 36 • 15 • 13 • 12

Pink

• Victoria’s Secret • N/A • Barbie • Susan G. Komen • T-‐Mobile

• 71 • 66 • 8 • 7 • 7

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Purple

• N/A • London Metropolitan • Crown Royal • Delta Sigma Pi • Bed, Bath & Beyond

• 154 • 6 • 5 • 5 • 4

Red

• Coca-‐Cola • N/A • Red Bull • Target • Virgin

• 113 • 34 • 9 • 9 • 6

White

• N/A • Dove • Apple • Crest • Colgate • Nike

• 98 • 43 • 38 • 4 • 3 • 3

Yellow

• N/A • McDonalds • The Yellow Pages • Best Buy • Chiquita • Hertz

• 104 • 15 • 9 • 6 • 4 • 4

Source: Data compiled from question #15 in the mass-‐distributed survey.

As found within the context of the favoured brands within the in-‐depth

interviews, Apple is listed on Table 6 twice (Whte, Grey/Silver), other

notables are Coca-‐Cola (Black, Red) and Dove (Blue, White), which both

appeared twice on the list as well. These three brands that were studied

are also the among the few brands mentioned twice in the top 5 spots in

the colour recall exercise.

Marketers can further research on why these brands are continually successful.

These three brands also incorporate some of the most favoured characteristics

found through the in-‐depth interviews including cheerful, quality, and historic.

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Question #16 – direct look at the colours associated with respondent’s favourite

and least favourite brands.

• In symmetry to the in-‐depth interview results, the most favourable

colours associated with favourite brands include red, blue, black, and

white whereas the least favourable colours associated with brands

include yellow, orange, black, and pink. (Appendix I, Charts 11)

These results show that when consumers think of their favourite brands, they

are often associated with professional and clean colours. Seemingly opposite

colours are associated with the least favourite associated with bright colours.

Also as mentioned before, the colour of black may be seen as dark and

depressing. It is important for marketers to note these consumer associations

when developing or redesigning a brand.

Questions #17-‐21 – overlook of brand recognition and recall on brand logos

shown, from several different and global industries.

• Respondents were given a list of five brand options to choose from for

each of the five logos presented. Overall, most of the brands were

correctly selected and it must be noted that the McDonalds logo was the

only logo to receive a 100% rate of correct selection. (Appendix I, Charts

12-‐16)

Further review of McDonalds on a global scale for their brand recognition should

be studied. Marketers should view them as an example on how to create brand

awareness and brand recognition or recall, as they have succeeded in their area.

Questions #22-‐26 – overlook of brand recognition and recall on brand packaging

shown, from several different and global industries.

• Respondents were given a list of five brand options to choose from for

each of the five packaging presented. Overall, most of the brands were

correctly selected. It must be noted that the Hummer brand was correctly

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identified 99% of the time. (Appendix I, Charts 17-‐21)

Information to take away from these findings is a study of the Hummer vehicle to

see why it was the most recognisable packaging of all five packages. Hummer has

branded itself well on a global scale and marketers should further research as to

how they can establish their packaging to be just as recognisable.

Question #27 – understanding how respondents answered the questions #16-‐26

on colours, logos, and packaging and whether they used an additional resource

for their responses.

• The majority of respondents were able to answer the branding elements

without use of help and also were able to recognise all or most brands

presented. Only 5% used an additional resource such as a friend, family

member, colleague, or Internet search engine (Appendix I, Chart 22)

This information enforces the results of the researcher choosing brands that

were internationally known and recognized so as to avoid a country-‐specific bias.

Questions #28-‐30 – overall brand recognition difficulty for questions #16-‐26.

• Overall, the respondents found it difficult to immediately associate a

brand to a colour given, yet found overwhelmingly found it not difficult to

associate the brands with presented logos or packaging. (Appendix I,

Charts 23-‐25)

It is important to conduct further research in the future on this subject as to why

the respondents had difficulty associating brands with colours. Giving an

internationally known brand and asking for their brand’s associated colours

could also help to conduct further analysis. However, this research mentioned is

beyond the scope of this dissertation topic. Marketers can still use this

information to their benefit by further exploration into the brands used in this

study on their logo developments and packaging designs.

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markets.

Questions #9, 11, 13 – indicates if the respondents have heard of particular

computer system, soft drink, and hygiene product brands (to tie into the case

studies with Apple, Coca-‐Cola, and Dove).

• Computer systems: The majority of respondents had heard of all five

computers systems. (Appendix I, Chart 26)

• Soft drinks: The majority of respondents had heard of four of the five soft

drink brands, the exception being continent-‐specific Virgin Cola.

(Appendix I, Chart 28)

• Hygiene products: The majority of respondents had heard of all five

hygiene brands, the exception being Lush. This particular brand is

commonplace in the UK (and other European countries), but has only in

recent years entered into the US market and even then is only in select

areas. A surprising amount of respondents have heard of the Jergens

brand, as it is a newly established brand within the UK, originally

developed in the US. This contradiction to the Lush brand may be due to

population size of the primary study groups. (Appendix I, Chart 30)

Marketers can use this information to understand how brand recognition is

influenced among locations, specifically indicative within the soft drinks and

hygiene products analyses as those products are more repeat purchases than an

electronic good.

Questions #10, 12, 14 – indicates if the respondents have purchased particular

computer system, soft drink, and hygiene product brands (to tie into the case

studies with Apple, Coca-‐Cola, and Dove).

• Computer systems: Microsoft took the lead at 95% with Apple coming in

second at 68%, and IBM in third with 25% of respondents who purchased

these computer systems. Only a very small percentage (9%) of people

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who actually purchased at least one of the other two computer systems,

and only a small 2% who has not purchased any of the five options.


• Soft drinks: The largest two percentages of drinks purchased by the

respondents are Coca-‐Cola (95%) and Pepsi Cola (80%). Only a small

percentage (4%) responded to not having purchased any of the soft

drinks listed, which could be from personal choice to not consuming soft

drink beverages. (Appendix I, Chart 29)

• Hygiene products: Dove gained the largest percentage (90%) of

respondent purchases with Bath & Body Works (a US-‐based brand) came

in second with 66%, The Body Shop in third with 49%, and Jergens in

fourth with 48%. A mere 3% of the respondents claim to have purchased

none of the presented options, which could be due to market

competition with other product brands. (Appendix I, Chart 31)

It can be determined that just because a consumer has heard of the brand it

does not mean that they have necessarily purchased said brand. For the soft

drinks, this may be due to the fact the two leaders are in direct competition

whereas the other drink choices are either continent-‐specific or considered an

energy drink. Marketers will be able to use this information for further research

and studies beyond the scope of this dissertation.

Question #8 – respondents answer how often they purchase electronics, soft

drinks, and hygiene products (to tie into the case studies with Apple, Coca-‐Cola,

and Dove).

• On average, 55% of respondents purchase electronics on a yearly basis,

40% weekly and 32% monthly for soft drinks, and a staggering 79%

purchase hygiene products on each month. (Appendix I, Chart 32)

Marketers should note that when developing a brand, they should consider their

product (or range of products) for often people will be performing a repeat

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purchase. This information could potentially help marketers in how much time

they should invest in updating their brands. It is not to say that with every

purchase period (daily, weekly, etc.), there should be a new branding, but rather

the opposite. As seen in the case study of Apple, Coca-‐Cola, and Dove, they each

took different increments to rebrand themselves.

Question #32 – asks the respondents if their opinions have changed in any way

(positively or negatively) to a series of company characteristics.

• 78% of respondents indicated that their opinions on a product or brand

have changed due to price comparisons. (Appendix I, Chart 33)


have changed due to fashion trends. 33% of respondents indicated that

their opinions on a product or brand might change because of this factor.



have changed due to the economy. (Appendix I, Chart 33)


have changed due to brand loyalty. (Appendix I, Chart 33)


have changed due to a brand reputation. 35% of respondents indicated

that their opinions on a product or brand might change because of this

factor. (Appendix I, Chart 33)


have changed due to a company’s risk management handling. 39% of

respondents indicated that their opinions on a product or brand might

change because of this factor. (Appendix I, Chart 33)


have changed due to a company’s ethical standards. 40% of respondents

indicated that their opinions on a product or brand might change because

of this factor. (Appendix I, Chart 33)


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have changed due to corporate social responsibility. 43% of respondents

indicated that their opinions on a product or brand might change because

of this factor. (Appendix I, Chart 33)

In this analysis, the higher percentages for change in opinion is due to a

consumer’s own circumstances, whereas the lower percentages are more market

or industry-‐focused. An additional piece of information to understand is that

with the lower percentages on changed opinions, there is also a relatively similar

number of respondents who ‘might’ change their opinion based on a company’s

efforts or reactions. The company as a whole could have a great impact on the

brands it represents.

Question #3 and Question #31 (items 1, 4, 6, 8-‐12) – cross-‐tabulation to

determine if where the respondent currently lives has an effect on eight different

variables of purchasing products.

• The majority of respondents, no matter where they are currently living

(UK-‐48%, US-‐54%, Other-‐57%), agree that their mood is a considering

factor when buying products. (Appendix I, Chart 34)


(UK-‐41%, US-‐43%, Other-‐43%), agree that the colours of the product are a

considering factor when buying products. Also notable is that the ‘other’

category had 24% respond that they strongly agree this is a considering

factor. (Appendix I, Chart 35)

• The majority of respondents, no matter where they are currently living,

strongly agree (UK-‐31%, US-‐39%, Other-‐38%) and agree (UK-‐48%, US-‐

46%, Other-‐46%) that the design of the product is a considering factor

when buying products. (Appendix I, Chart 36)

• The majority of respondents, no matter where they are currently living,

strongly agree (UK-‐52%, US-‐74%, Other-‐59%) and agree (UK-‐38%, US-‐

24%, Other-‐35%) that the amount the product costs is a considering

factor when buying products. It should also be noted that 0% of all

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respondents strongly disagreed with this statement, and only the UK (3%)

disagreed. (Appendix I, Chart 37)

• The UK respondents were fairly neutral (Strongly Agree-‐14%, Agree-‐24%,

Neither Agree/Disagree-‐31, Disagree-‐28%, Strongly Disagree-‐3%) when

considering a warranty available for the products they buy. However, the

US and ‘Other’ respondents were fairly similar in that overall, they agree

(US-‐44%, Other-‐46%) this is a considering factor when buying a product.


• UK and US respondents both strongly agree (UK-‐34%, US-‐35) that reviews

from other sources is a considering factor when buying a product.

However, the UK respondents begin to be neutral for the rest of this

specific analysis, whereas the US joins the ‘Other’ respondents in

agreeing (US-‐53%, Other-‐49%) that reviews from other sources is a

considering factor for buying products. (Appendix I, Chart 39)

• The UK and US respondents agree (UK-‐41%, US-‐46%) that the time they

have in store to purchase a product is a considering factor when buying;

however, the ‘Other’ respondents group is very spread out on the graph

(Strongly Agree-‐14%, Agree-‐30%, Neither Agree/Disagree-‐30%, Disagree-‐

19%, Strongly Disagree-‐8%). (Appendix I, Chart 40)


(UK-‐48%, US-‐53%, Other-‐43%), agree that the time they have to purchase

a product based on limited time offers is a considering factor when

buying a product. Additionally, the UK (14%) and US (14%) respondents

strongly agree this could be a considering factor, whereas the ‘Other’

respondents (32%) remain that they neither agree/disagree. (Appendix I,

Chart 41)

By far, price is the biggest indicating factor within any demographic group for

buying products, alongside with the design of the product itself. Marketers can

use this information to their advantage by designing the brand to match the way

Page 64

consumers understand, utilise, and emotionally connect themselves to a

product. This is not to say that a brand design should be formulated after

product development, but rather they should be formed together so as to create

a sense of cohesion amongst them both.

Page 65

Conclusions / Recommendations

I. Summary and Overview

The main aim of this research was to disprove the null hypothesis that “brand

design is not directly linked to consumer purchasing habits.” Four objectives

were carefully developed to gain insight into the general topic and specific field.

Specific examinations were conducted through researching the general field of

marketing and marketing theories, as well as a thorough review of three

company-‐rebranding case studies and a comparison between them all, and an in-‐

depth look at the design elements and features of branding and the branding

process as a whole.

For an additional review, interviews were undertaken, as well as compiling

survey data pertaining to each of the four objectives to back up the information

found in the initial literature research. Through carefully selected design and a

detailed analysis, it can be determined that this null hypothesis has been

disproved. This can be concluded as such due to the findings within the analysis.

II. Research Limitations

Surprisingly, there is not a significant amount of literature on this specific topic.

There has been minimal research on this particular subject, which will account

for some limitations in the research conducted for this report. Additionally, there

are some possibilities for geographic and convenience errors that could be

noted. The following points call attention to limitations that were imposed

within the scope of the dissertation:

• There was difficulty found in obtaining a proportionate number of

respondents from both the UK and the US due to a convenience sampling

method. In the demographic data, it can be noted that there were more

respondents from the ‘Other’ category than the UK, which may have

potentially skewed the results. However, this was taken into

consideration during the interpretation and was accounting for by

analysing the portion of respondents who replied to the question, ‘where

Page 66

are your currently living?’ rather than all three of the geographic

demographic questions in cross-‐tabulation for purchasing habits.

• Due to a quick turnaround time, the technique used to conduct the in-‐

depth interviews may be considered insufficient by some researchers. As

the structure was similar to an open-‐ended questionnaire, interviewees

may have been more vague with some of their responses than it they had

had actual communication with another person in a face-‐to-‐face or

conference environment. However, this potential issue was accounted

for by asking a minimum of two follow-‐up questions for each interview

question. By conducting the interviews in this manner, interviewees were

able to respond in a relaxed personal environment, allowed for complete

anonymity, as well as time to respond to each question appropriately.

• This dissertation was undertaken while the researcher was also working

on a full-‐time basis. This may have had an impact on the overall quality of

the report, as well as presenting an issue for time. However, this issue

was hopefully resolved due to a structured timeline and pre-‐planning.

• When analysing qualitative research, it is often difficult to take away the

necessary information, as there may also be an influx of unrelated

material. Using a semi-‐structured approach can help to eliminate some of

the unnecessary information (such as stories to accompany their

opinions), but it cannot prevent everything. Additionally, the interviewee

may be caught up in one part of the question and accidentally (or

purposefully) neglect the other portions. As there were suggested follow-‐

up questions needing responses, this was an attempt to avoid

unnecessary data inflow.

• Potential for data analysis error when using the online Zoomerang tool.

While the website is designed specifically for analysis of this genre and

magnitude, there is always a potential for computer error. To combat this

potential issue, the open-‐ended responses (such as question #15 on the

mass-‐distributed survey) were carefully examined and analysed

independently from the online tool.

Page 67

III. Key Points of Interest

With the information from the study, marketers and those involved with any

part of the branding process can take away several key points that have been

noted within the research analysis, such as the following ideas:

• Consumers are not automatically trusting of a brand just because they

may have brand recognition, recall, or awareness.

• Marketers should be aware that the more favoured brand colours include

red, blue, and white; and, the least favoured brand colours include

yellow, pink, and orange. Also note, the colour black maintains a mixed

opinion.

• Package design greatly influences the consumer purchasing decision.

• While vouchers or offers seem to be an attention getter for potential

consumers, the truth is that they do not have much bearing on actual

purchase-‐making decisions.

• Price is the most important factor for consumer purchasing decisions.

• Consumers are not always aware of what they actually want and

therefore, careful market research should be conducted for every

product launch or brand decision.

• Brand reputation is important and should be considered at all stages of

the branding process.

• Preferred brand character associations include cheerfulness, quality, and

history (or nostalgia).

• Most preferred brands are associated with being clean and professional.

• A brand and product (or range of products) should be co-‐developed and

maintain the same characteristics for cohesion.

• A consumer’s own circumstances greatly influence their purchase

decision; however, the way a company act (or reacts) can also have a

great impact on the consumer’s decision.

Page 68

IV. Relevant Future Research

As noted within the analysis portion of the document, a deeper look into the

following subjects can be performed to determine more specific behaviours:

• Apple, Coca-‐Cola, and Dove brands should be further reviewed for a

more detailed assessment as to why their brands are market leaders and

their connection of appropriately-‐used brand design elements. Nike is

another brand that showed up in more than one area in the analysis and

should be deserving of further analysis.

• The McDonalds brand was the most recognised amongst the entire

analysis, and therefore, should be more closely studied as to how they

are an example of successful international brand awareness.

• The Hummer brand was the most identifiable packaging design amongst

the entire analysis, and therefore, should be more closely studied as to

how they are an example of successful package design. Some

professionals would consider this more a product design than a package

design; however, with consideration that the product is a vehicle, the

package design stands for itself. An example to distinguish these two

(product versus package design) is available on page 37 of the report.

• Many survey respondents found it difficult to recall a brand to match a

colour given. To understand this issue, more research should be

conducted as to what triggers recollection with consumers. This may be

more of a psychological study than a marketing study.

• Further research is suggested for the subject of location-‐branded

products, particularly those that are not available internationally and to

see what impact they still have on foreign markets.

Page 69

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Appendix A: In-depth Interview Semi-structured Questions

Brand Design and its Effects on Consumer Purchasing: In-Depth Interviews

Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. All questions MUST have an answer. Please note this may take anywhere between 20 minutes to an hour.

Thank you again!

1 If you would like to see the results of this study once the analysis has been completed, please fill in your information details below:

Name – Email Address – Comments –

2 * What is your age?

Under 18 19-24

25-34 35-44

45-54 Over 55

3 * Where are you currently living?

United Kingdom United States Other 4 * Where were you born?

United Kingdom United States Other 5 * Where have you spent the majority of your life?

United Kingdom United States Other 6 * As a profession, are you in the field of marketing?

Yes No If yes, what is your position title?

Page 77

7 * Think about your favourite brand. What is the brand and why is this your favourite brand? Please include as much information as possible and consider the following questions when answering:

1. What are the dominant colours of the brand? 2. Is it more the product you enjoy or the entire brand itself? (Ex: Do you enjoy a certain laundry

detergent or do you buy a range of cleaning products by the same manufacturer?) 3. What aspects of the brand can you relate to? (Ex: Does this brand 'get you'?)

8 * What is your favourite logo and why? Please include as much information as possible and consider the following questions when answering:

1. What are the prominent colours used in this logo? 2. Do you feel a certain emotion when you see this logo? (Ex: Does it make you happy, cheerful,

etc.? Please use as MANY adjectives as possible to describe your feelings.) 3. Is this logo associated with a favourite product?

9 * Does the way the product is packaged influence your decision to purchase one product over another? Please include as much information as possible and consider the following questions when answering:

1. Does the packaging make the product easier to use? 2. How does the packaging make you feel and what emotions does it evoke? (Ex: A perfume can

possibly help to make you feel sexy and cheerful. A certain type of vehicle may imply being more safe than another. Please list as many adjectives as possible and provide the product type and brand if possible.)

3. Do you consider the way the product is packaged before purchasing? (Ex: It looks cooler than another similar product.)

10 * What brands are you most loyal to and why? Please include as much information as possible and consider the following questions when answering:

1. Do you always receive offers (vouchers/coupons) for this brand? 2. Do your friends/peers/colleagues also use this brand? 3. Does this brand evoke any certain emotions? (Ex: Does this brand make you happy, cheerful, etc.

Please use as many adjectives as possible.) 11 * How does price, fashion, and the economy affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering:

1. Why are you purchasing this product? (Ex: Is it a 'necessary' or 'luxury' item for you?) 2. Have you received offers (vouchers/coupons) for a product and has this encouraged you to buy

that product over another one? 3. Have others recommended using this product?

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12 * How does brand recognition affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering:

1. Are you more likely to purchase one product over another because you have heard of it before? 2. Does this inspire a sense of 'trust' in the brand?

13 * How does a company's risk management, ethical standards, and/or corporate social responsibility (CSR) efforts affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering:

1. Are you more likely to purchase a product because some of the profit is donated to an organisation or cause?

2. Do you purchase any products because it is known that they ... use local ingredients, are made in your home country, or are made with fair-trade products?

3. Does the way a company handles 'bad press' affect how often you purchase their products? (Ex: A toy manufacturer recalling toys because of a known toxin in the plastic.)

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Appendix B: In-depth Interview Transcripts

Zoomerang Survey Results


In-Depth Interviews

Response Status: Completes

Filter: No filter applied

Jan 17, 2011 3:05 PM PST

Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. All questions MUST have an answer. Please note this may take anywhere between 20 minutes to an hour. Thank you again!

1. If you would like to see the results of this study once the analysis has been completed, please fill in your information details below:

Respondent # Question 1: Name Question 1: Email Address Question 1: Comments

1-17 Not provided to protect identity.

2. What is your age?

Under 18 0 0%

19-24 2 11%

25-34 3 16%

35-44 6 32%

45-54 4 21%

Over 55 4 21%

Total 19 100%

3. Where are you currently living?

United Kingdom 4 21%

United States 14 74%

Other 1 5%

Total 19 100%

4. Where were you born?



Other 1 5%

Total 19 100%

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5. Where have you spent the majority of your life?



Other 1 5%

Total 19 100%

6. As a profession, are you in the field of marketing?

Yes 3 16%

No 16 84%

Total 19 100%

Respondent # Response

1 Marketing assistant, copywritter and account assistant. A bit a everything in fact ;)

2 marketing educator

3 Director of a Corporate Training Center

7. Think about your favourite brand. What is the brand and why is this your favourite brand? Please include as much information as possible and consider the following questions when answering: What are the dominant colours of the brand? Is it more the product you enjoy or the entire brand itself? (Ex: Do you enjoy a certain laundry detergent or do you buy a range of cleaning products by the same manufacturer?) What aspects of the brand can you relate to? (Ex: Does this brand 'get you'?)


1 Crest toothpaste red and blue I enjoy the product because it remains consistent in flavor and quality

2 I don't have a favorite brand, It just depends on specific moment in my life, for example currently I really love the brand of perfume Chanel. It is very old, was established in 1920 by a French Lady whom I admire for her fashion style, she totally revolutionize the trends and the brand make you feel confident, gives you personality and style. I guess it is both the product and brand I love, but I would say the brand has a more important role in making me love its products portfolio. The Brand's colors are Black and gold.

3 Burt's Bees. The dominant color is yellow. I will choose a Burt's Bees product before buying another similar product in a different brand. I like that the product is a natural product.

4 Honestly cannot think of a favorite brand.

5 My favourite brand from shampoo/conditioner is L'Oreal Elvive for coloured/highlighted hair. The containers are bright red (fire engine red). In fact, L'Oreal's different products have different coloured packaging so I just need to look for the right colour. I also use L'Oreal skin products but their packaging is white. The products appeal to me because they market what it is of interest to me,,ie product specifically designed for coloured hair and skin products marketed for my age group. I like the way they look, ie they're sharp, professional, and appear to be high end.

6 Under Armour. Their logo is mostly black and white, but red has also been used, and other colors. The brand signifies power, strength, and durability, and the apparel it creates follows those characteristics.

7 Irish Spring. Green. Like the product. Used bar soap first but now prefer the body wash. Makes me feel cleaner and fresher than other products.

8 Favourite brand would be yahoo. Purple colour and I love purple as a colour. I love Yahoo as it links me to so much. It is a link to the world.

9 Probably apple. 1. The brand sticks to a very neutral palette: whites, blacks, silvers and greys. On in it's 'un' products it breaks into block colours. 2. It's definitely both the product and the brand. When I buy something that has some functionality besides it's aesthetic appeal I want it to do that WELL and EFFICIENTLY. Apple does this. All the products, feel like a natural extension once you've mastered the basic syntax. That the products are shin and pretty just makes them worth the extra money :) So the product offers a great experience and as such I trust the brand and keep

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coming back to them for hardware and software. 3. The brand gets that i only want to be in control of the things that are directly going to affect me as a consumer and not want to have to deal with technicalities. My time is valuable and as such I want to be using the product as little as possible but be able to enjoy this experience. I think apple gets this. They have a bunch of nifty short cuts, they make helpful videos and always let you know they're at your back. look at their support website for example. Clear instructions on how to contact them and how much it's all going to cost up front. People appreciate that kind of honesty. I appreciate it.

10 Going to have to go with Apple on this, mainly because of their customer service and company model. They truly seem to identify with and take their customers into account. Dominant colors is interesting since they went from rainbow to essentially white over the course of 20 years. The apple is very identifiable and the brand has an overall positive feeling to most people I believe.

11 I think my favorite brand is probably Coke or more specifically Diet Coke. I enjoy Diet Coke. I think the brand has been a constant in my life and when I had tried other similiar products, I am always disappointed and come back to Coke. I will even pay more for it. Dominant colors are red, white and gold.

12 Tide laundry detergent. I have tried other products but nothing compares or works as well.

13 BBC. Bordeaux red logo on white background. I enjoy a range of its output (radio, televison). It has an important link with my upbringing and cultural grounding (growing up with iconic names, faces, events, programmes)

14 I guess my favorite would be chick-fil-A. it's the product and the ethos of the company; the brand evokes very pleasant, trusting feelings.

15 Food: Heinz Ketchup, easily recognizable on the shelf, I like the taste rather than the others. I know that they make other items, but the ketchup is the only one I use. Clothes: Does designers count as a "brand" as many of them have branded themselves a certain way? If so my fav is armani exchange. One reason I believe is the clothes and the other is branding for they setup a certain image.

16 Green, white, blue The brand is tried and true

17 Lush is my favorite brand. I like it because everything is handmade and all natural. They have great smelling products that I feel good about buying. Their main colors are black with either green or white writing on the packages. I think it is more of the brand itself that I like, however, their products are top-notch. I am sure if there were another hand-made, all natural product out there that smelled as great as this product, I would buy it. However, Lush gives back to the community- for example, they support local farmers in different countries and have stopped using some ingredients because the farmers can't get fair prices for it anymore. While I am by no means a vegetarian or a vegan, I can appreciate that many of their consumers are, so they create products for them. Lush also creates different smelling products that actually work! If I am paying $20.00 for a great smelling bottle of conditioner that promises to moisturize my hair, then it better do it, or I will not be back to that product or brand again. But Lush follows through with their advertising promises, which I appreciate as well.

18 Polo Ralph Lauren: it's classic, and modern at same time. Polo is the best quality clothing I have bought ever and and worth spending the money on cause you know you can wear multiple times w/out fading and etc.

19 Apple 1.Silver 2.The products not the brand 3. I relate to the high quality and intuitive design

8. What is your favourite logo and why? Please include as much information as possible and consider the following questions when answering: What are the prominent colours used in this logo? Do you feel a certain emotion when you see this logo? (Ex: Does it make you happy, cheerful, etc.? Please use as MANY adjectives as possible to describe your feelings.) Is this logo associated with a favourite product?


1 Google is one of my favorite logos. Rainbow of colors with modifications for holidays or events, I like it because it is simple and cheerful.

2 difficult question... I can't think about my favorite one. However to make a link with my previous answer, I would say the one of Chanel is really effective : it is simple, white and black, close the brand history because it is using the founder name intial interlaced (Coco Chanel). In terms of emotions, when I see it, I think about the universe created by the brand, I can even smell its perfumes fragrance! It is classy, make women feel beautiful, sexy, confident and unique. Yes definitely this logo is associated with a brand a would select among other luxury brands.

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3 I love the Apple logo. Most of the time, I see logo as black, silver, or lighting up on a computer. I feel mischievous, happy, and sneaky; this comes because Apple people are different. We don't go with the rest of the PC world flow. Although we have learned how to fit in their world. There is not an Apple product I wouldn't want to have, so it is associated with a favorite product.

4 Bass pro shops...without looking I cannot tell you the colors of the logo....does make he happy & cheeful, because I love fishing & the outdoors. This logo is associated with warehouses full of products I enjoy & purchase.

5 McDonald's is probably the logo I think of most. I always think of sunshine and fun. The arches are yellow and I always think of Ronald McDonald so it's a bit like a cirucus. Quarter pounder with cheese is my favourite fast food burger so the logo is very much associated with that.

6 I will still go with Under Armour. Same colors as above, and it makes me feel invincible. The simple logo of a U and A intertwined always gives a positive feeing.

7 H-E-Buddy. Red. Best grocery store in US. Cheerful place to shop. Good merchandise for fair prices. Broad range of products in food and non-food items.

8 Favourite logo would be National Trust. It makes me feel happy, well known design and associated with old properties. I enjoy looking around old buildings and gardens. The National Trust is a well trusted organisation and brand. It is historically known for looking after the heritage and history of british buildings and areas of historical interest.

9 This is a toss-up between Nike ad Penguin. Although both are different i like them for similar reasons so just to complicate your life I'll include them. 1. Both are black and white. 2. Nike: Positive feelings due to shoppping experience and experience whilst wearing the product. A sense of doing something better for myself. Reinvention, confidence, vanity, optimistic. Penguin: Positive feelings due to a life-long relationship with the brand and all round good expereinces. Comfort, reassurance, famlily, warmth, time with self?,anticipation. 3. Of course.

10 Favorite logo could be considered Apple since it's about the only logo I would ever put on my car. Prominent color would be white. Emotion is one of pride over a company that has come so far and yet still seems to care about their customers.

11 Probably the Disney logo of the silhouette of Mickey Mouse -- it always makes me smile and feel happier. It also makes me feel nostalgic, happy, cheerful, youthful, and fun. There are different versions - black, blue, etc. The logo may be associated with products but also with experiences like Disneyland or movies

12 The Gerber Baby. It's a black and white sketch and this logo symboloizes "comfort." Gerber has been around for ages - any of their products I trust for my kids. They also have "Gerber Life" which is life insurance for kids - because of their reputation, I would consider the insurance through them as well.

13 bordeaux red. Sense, reliability, impartiality. The logo is not associated with a particular product.

14 I think Apple's logo is most recognizable and well known. It's usually red. Seeing it makes me feel confident about the product, though reluctant to deal with the interface differences among all products. I guess the iPhone would be a favorite.

15 I think that my favoriate logo is the NIKE logo. I love it. I think that it is smart, sassy, sexy, and tells me exactly what it is without even looking, eventhough they are slapping it on everything these days. It does make me happy. It makes me feel more motivated and confident. This is a brand that I a purchase quite a bit of merchandise from which started with tennis shoes and moving to shorts, shirts, sunglasses, and sport bags.

16 Yellow and black no

17 For some reason, I really like the Fed-Ex logo. I had never noticed that the E and the X when put together make an arrow. I was a bit older when a friend of mine pointed it out to me (read-college-aged, not 15). The main colors are purple and green. While I like these colors, when I seem them together in a different setting I don't think, "Fed-Ex!" However, I can understand their choice of colors- purple being somewhat passionate and impatient and green, meaning go in terms of stop-lights. Seeing the logo makes me laugh and it does make me happy. Happy to remember the time that my friend pointed it out and was amazed I had never seen it. Also content to know that people are delivering packages to people that could bring cheer to someone's day via a present. I prefer not to dwell on the fact that the Fed-Ex person could be delivering bad news. While Fed-Ex isn't a favorite product, I don't have any problem with them. When I mail packages, I usually go to whatever is more convenient to me and that is usually the post office. If there were a Fed-Ex around, I would probably use them, if their prices were agreeable.

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18 Apple: The logo has changed along with its product line up since the 80's. In the 80's the apple logo was a rainbow and now is just the apple w/ a bite out of it. I know its quality if I see the apple logo. I can rely and respect the logo for all my computing.

19 Beatles Logo 1.Black 2.Think positive thoughts of music, art, culture and lifestyle 3.Yes-they have brand equity (band equity)

9. Does the way the product is packaged influence your decision to purchase one product over another? Please include as much information as possible and consider the following questions when answering: Does the packaging make the product easier to use? How does the packaging make you feel and what emotions does it evoke? (Ex: A perfume can possibly help to make you feel sexy and cheerful. A certain type of vehicle may imply being more safe than another. Please list as many adjectives as possible and provide the product type and brand if possible.) Do you consider the way the product is packaged before purchasing? (Ex: It looks cooler than another similar product.)


1 I think the product package remaining the same and with a logo that is easy to select makes a difference. I do not consider packaging.

2 I love when the packaging is innovative and help using the product, bringing something to its use. So the external packaging is to my mind not as important as the inner one, the one enveloping the product itself. It won't have impact on my product decision, but I would definitely favorize the product with a smarter, greener, nicer packaging. I will buy more the product for the product itself.

3 In the case that a package is not part of the product, I cannot say packaging makes a product easier to use, however, it does make it easier to be able to start using. If a package is hard to open, you cannot start using a product quickly. If the package is part of a product, it can make a product easier to use. For my favorite perfume, DKNY's Be Delicious, has a perfect little package. It is shiny and round with a little dimple on the top. I keep the product on my dresser, because it is sexy. I feel pretty, happy, less stressed when I use the product. If the product is not one I am loyal to and there is not a loyal option, I will consider the look of the packaging before purchasing it.

4 No the packaging does not influence decisions. It is their entire marketing strategy...one stop shopping for anything outdooors.

5 For skin care items, I use L'Oreal mature skin products. Their packaging is very professional/smart looking and easily identified on the shelves. Because the products are marketed specifically for mature skin, I feel that they help keep me young looking. The manner in which a product is packaged doesn't really have a role in my decision making.

6 Packaging isn't usually considered when I buy something. Also if something does come in a "limited edition" box or bottle, I might be inclined more to purchase it instead of the regular version.

7 I don't select an item because of the packaging.

8 The way that a product is packaged does influence in me in the way that I buy an item. If it has less packaging, recyclable and is packaged in the least amount of packaging possible. If a product has lots of packaging then I am more likely not to buy it. For example VW Golf cars are known to be safe, reliable and also economical. Also they are known to not to depreciate in price. VW are a trusted brand of which they are known to be world leaders. The VW Golf is known to be a well liked and known brand. Reason why recently hired the car was because of its safe and also economical fuel economy. I am not necessarily influenced by colour of a brand, more these days that it is recyclable and also reliable. A lot of brands are known out there for being not as reliable for there longevity and also there reliability. ACER computers are known for being unreliable for battery life. I am influenced by performance and also whether a product lasts rather than a colour of a brand.

9 1. Probably not other than setting it up. WHen you say packaged do you mean physically or how it is 'packaged' i.e. advertised? 2. The packaging is the initial attraction so it has to be both intriguing and easy on the eye. I like finding packaging with a very simple colour scheme. Good attention to detail, a little text, well put to draw me in. i like something that doesn;'t shout about what it is. e.g. Urban outfitters, All Saints, Anthropologie. But that's for impule buys and fun stuff. For functional things, i.e. office supplies, the details need to be out there, I don't want to have to go looking for the information. 3. Yes but only initially. If there are 2 products of equal spec then looks will count. But definately not first priority.

10 The packaging of Apple products is meant to be environmentally-friendly with less and less packaging and waste. Everything about the packaging is simple and pleasing.

11 Packaging impacts me a bit but not a lot. To be honest, recently packaging that is impossible/incredibly difficult to get into annoys me a lot. Do I not buy something because of

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annoying packaging, maybe/maybe not but I know it has delayed my purchase.

12 Packaging doesn't really influence me other than when selecting meat from the grocery. If it's not wrapped properly or if it's just a mess, then I choose the cleaner package...

13 There is no tangible packaging as such.

14 If the packaging is durable and still easy to open, it makes the product easier. If it's hard, then I feel annoyed with the product. The packaging of products shipped from Amazon are VERY pleasant---clean, easily identified, secure yet east to access. And yes, when I'm ordering online i do think about the durability and usability of the packaging.

15 Yes, I think packaging is very important for many times I make a decision based on how the box or packaging looks. If the pkging is good I assume the product will be too!

16 No, but to me, it speaks of quality

17 YES!!! I can't put enough emphasis on that! I hate when companies put things in those clam-shell packages that you need a chainsaw to get into. If there is a product that is packaged into one of those, unless I REALLY (and I mean really) want it, I won't buy it. It may be a great product, but if it takes 20 minutes to open it, forget it. Moving on, I do chose to buy some products over another based on packaging. For example, TooFaced and Benefit (makeup). While they are good products, there are the "drug store brands" (CoverGirl, Rimmel, etc.) that work just as well for me. However, their packaging is so cute that I, for some reason, feel better when I buy it. Even though no one sees the product when I put it on, I feel sexier, prettier, cuter, just putting it on. However, I do also consider price as well. If I can afford it, then I would probably go for the Benefit/TooFaced over CoverGirl/whatever. That being said, Maybellene just came out with new foundation that I bought solely based on the bottle. It looks so sleek and modern...it reminds me of a department store brand that is 3x more expensive. I guess I do consider the way something is packaged when I buy it, but unless it is that stupid clam-shell plastic packaging, I consider the price of the product as well. If I can't really afford to buy it, then I will buy a substitute.

18 packaging makes no difference to me at all

19 1. No 2. No 3. Yes, for some types of products

10. What brands are you most loyal to and why? Please include as much information as possible and consider the following questions when answering: Do you always receive offers (vouchers/coupons) for this brand? Do your friends/peers/colleagues also use this brand? Does this brand evoke any certain emotions? (Ex: Does this brand make you happy, cheerful, etc. Please use as many adjectives as possible.)


1 Crest Toothpaste, I do receive coupons for Crest. Many of my friends use the same brands. The brand make me happy and feel refreshed. Coca-Cola Products I do receive coupons for Crest. Many of my friends use the same brands. The brand satisfies me. Nestle Chocolate Chips I do receive coupons. Many of my friends use the same brand. The brand make me happy and excited to use.

2 I am loyal to certain brands because they can ensure me quality, expertise, safety. When I buy them I rarely make a mistake or will be disappointed. I love brand which have strong ethical values, and offer innovative solutions to our daily life. I won't buy the brands advertise on vouchers if I don't need the product, I will rarely be influenced by my peer on a brand, I have my own preferences and tastes and even If i don't want to admit it, i often buy a brand for the emotions it conveys...!

3 Burt's Bees - See my answer in question 1. Bare Minerals/Escentuals - I do not receive offers for the brand. I do have friends that use the brand, after I introduced them to it. I feel sexy, complete, professional, and pretty. Apple - I do not receive offers for this brand. I have several friends, peers, and colleagues that use this brand. The brand makes me feel mischievous, happy, and sneaky. (See my answer to 8 for more information) Amazon - I do not receive offers from this brand. I have several friends that use this brand. I feel economical, frugal, happy, and and satisfied with this brand. Pampered Chef - I do not receive offers for this brand. I am the primary person I know that use this product. I feel satisfied, talented, and full when I use this product.

4 I always shop value first. I try to stick with name recognition products, but in today's enconomy price is always a factor for most consumers. I always take advantage of coupons & special offers. I have also started buying store brands ie: kroger, publix, riteaid, etc if quailty is comparable,,because price is almost always less...the only emotions I experience when shopping is when I feel I received a bargain.

5 L'Oreal skin care products. I only sometimes get a coupon at the shop. I started using it without being influenced by family/friends and don't know of any who do use it. I feel/hope that the

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products keep me younger looking and help me to feel more confidence.

6 Brands I am loyal to: VW, Under Armour,Pepsi, Crest, Tiffany, and Eddie Bauer. I am loyal to these brands because of their reputation and dependability.

7 Folger's Decaf. Bisquck. VanCamps Pork and Beans. Have used for years and have found no satisfactory substitutes.

8 Most loyal to brands such as VW, Sony Ericcson, Nokia, Samsung, Hewlett Packard to name but a few. They make feel content and happy in the knowledge that the brands are reliable and do last. Don't receive offers for the above brands. But do go on reliability and also friends and family have used the brands and they are known for not breaking after a few uses. What I want from a brand is to know that it will last longer than a year for usage. So many brands are out there that are unreliable and I don't like brands that do not last. Environmentally friendly, reliable, happy and also economical are what I want most from a brand.

9 Apple, Nike. 1. Yes. Apple give you free songs every week and 99p rentals. Also do a great offer over the estive season. 2. Yes to both. 3. Professional reliable. I am willing to spend the money because i know and trust the quality.

10 There are certain brands I feel I trust for their intended purposes more than others, most seem to stem back to childhood and few I waver from. Some of these are listed below: - Hellmans - Bounce - Tide - Coke

11 I am loyal to...Diet Coke, Tide, Bounce, Zest, Listerine, Dawn (dishwashing soap), Almay, Oil of Olay, Clorox. Not as much influenced by others except my husband and even then we each have a couple of brands we are loyal to even if the other isn't. I think the reason I am loyal is that I can rely on the consistent quality of these items, I don't need to spend time worrying about whether or not it will work as expected, I feel that I get value even if it is not the least expensive option. Sometimes I get coupons but I am not really good at using them -- I do look for sales of preferred brands though.

12 Helman's mayonaise, Nike, Addidas and Fisher Price. The one thing they all have in common is quality. The only emotion I can think of is trust which is a comfort knowing that the toys are durable and safe, the sneakers won't fall apart and as for the mayo, well, I will never go generic b/c Helman's is the best!

13 Brands which reflect quality and durability, value and conservatism. I would place Marks & Spencer in this category but I do not receive vouchers or coupons.

14 Amazon, Barnes & Noble, Talbotts, Clinique, Lindt chocolates, Red Opal wines. It isn't relevant to me whether peers or colleagues use them--I just don't care. These brands evoke feelings of anticipation, enjoyment, and a kimd of reuniting with an old friend.

15 Express: yes I get vouchers Peter Pan Peanut Butter, no coupons I just like it better

16 no some do I feel confident because I know the brand works

17 I am most loyal to brands that actually produce what they promise. Again, with Lush, I don't actually get any coupons for the brand. However, they are pretty good at giving you free samples of stuff when you buy from them. For example, I bought some stuff from the Lush store in Macy's and after talking with the staff a bit about the products, they gave me a HUGE sample of a face mask...it was enough for three mini-facials. Considering their products are pricey, I thought it was cool that they gave me something of value and it does keep me coming back to their product, even though I most likely would anyway. I don't know if anyone that I am friends with or my peers use this product. Certainly when I am in the store, I do see people my age there. I doubt that any of my colleagues use their products, since I am the youngest one at my office right now, but they could. Whenever I get a new product from Lush, I get extremely excited. I can't wait to go try it out and get blissed out and relaxed. When I do use their products, depending on the scent, I feel relaxed, sexy and sometimes even smug about it.

18 apple: They stand by their product and will fix anything they are responsible for and if they cannot fix they will replace that item, cause they stand by their product. Most of my friends are using apple products or have just made the switch to apple.

19 Stonyfield,Toyota, Honda, Apple, 1. No 2. Yes on Apple 3. No specific emotional attachments or reactions to any of them

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11. How does price, fashion, and the economy affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: Why are you purchasing this product? (Ex: Is it a 'necessary' or 'luxury' item for you?) Have you received offers (vouchers/coupons) for a product and has this encouraged you to buy that product over another one? Have others recommended using this product?


1 Crest - It is a necessity. I have received coupons for this product. And I tend to purchase it at warehouse stores or when it is on sale. Yes.

2 I follow a certain balance in my daily purchases, I most of the time buy a product because i need it (food, fashion), but will also listen my desires and wants to buy products I just like! Of course trends and seasons (wheather), mood have impact on all my decisions! Others and vouchers have less impact on my decisions. Price must be reasonable for the products and brand, if not it will be a important barrier to my purchase.

3 Price and the economy are the primary reasons I will not purchase a product. I do not have a lot of disposal income, so money is an object with me. I typically do not purchase luxury items. If I receive an offer for a product, I will consider it more than an item without a coupon. If the product is electronic or has a review available with a positive outcome, I will consider the product before another. If I have a big purchase to make, I will shop around to make sure I purchase it at the best price available.

4 Most products I purchase are because I really needed them and purchasing decisions are based on known quality & price....I want quality for a bargain price...our economy is forcing most consumers into this shopping trend.

5 Price/fashion/economy don't really affect my decision to purchase. I purchase the project because of how I feel so perhaps it could be considered a 'necessity'. I didn't start using the product because of receiving vouchers/coupons and no-one recommended it to me.

6 If something i too expensive, I mostly likely will not purchase it (unless I know what I am buying is worth the extra price, like a car or electronics). I will only use coupons for items that i normally buy. Recommendations from others may influence my decision.

7 Price is a consideration whether a necessary or luxury. Use coupons when I have them.

8 Fashion is not an influence in how I buy items, reliability of a brand is more important. Cheap brands such as Primark don't last long. Would prefer to save up and then buy an item. Such as buying a printer Hewlett Packard items last longer than cheaper makes. Reviews are more of an influence than colour or price of a brand.

9 1. It really depends. if it's an essential item with a range of choices economy dictates the decision and I am more likely to go for the cheaper option. Luxury items it's a considered process of functionality over aethetics. but obviously the cheaper the better. 2. Yes 3. Usually

10 I do tend to be a bargain-shopper, I hunt for coupons and will oftentimes make a decision to buy off of that, however it does not mean I will waver from some of the main brands I prefer. I would not buy Hunts ketchup over Heinz just because I had a coupon, for instance.

11 Most often I would purchase it because of a perceived need. It works better (even if it isn't the least expensive), it is consistently better quality. I will shop for sales but will buy at full price if I need it. For products I have not used before, I will rely on recommendations from people I trust or from Consumer Reports. I am not really a trendy person.

12 Price is a factor - if I receive a coupon and it's a good deal, I will purchase the product. If it's a product I've never tried, that is usually the only way I branch out to try new things is when I have a coupon or if it's on sale...

13 I do not 'purchase' the BBC as it is free to air and I am outside the licence fee zone. But I would happily pay for it as I regard it as a necessity. No recommendation is necessary as I have formed my opinion of it over many years

14 Of these, necessity is first; then pleasure (which can include a coupon). Recommendations may help in the first purchase, but not after that.

15 All factors affect my decision and the bottom line is usaully the price except when it come to certain food and designer items and I will pay a extra price for I percieve them as a luxury item.

16 Luxury yes yes

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17 I don't really consider fashion when purchasing a product. I purchase products for their price and whether I really need it or not. When I see something that I like/want, a tiny part of me questions if it is stylish, but then most of me says, "Will you use it more than once and do you have something similar at home?" The sensible part of me wins all the time, since I know what I am comfortable in and what I will or won't wear. 50% of the time, I purchase necessary stuff, and while it isn't necessary at the moment (such as body lotion), I will use it. The other 50% is luxury. Who really needs 30 pairs of shoes and 15 purses? In Texas, do I really need multiple pairs of gloves and matching hats? Probably not, but on the 5 days that is cold enough to warrant them, I will be happy that I have them and feel cute wearing them. I don't know if the economy has affected my decision to purchase a product. I haven't gone into a store and thought to myself, "Oh, they are going out of business. Maybe if I buy something, it will help." Certainly, if I had a coupon for something that gave me enough of a savings over another product of similar value to me, I would use the coupon to buy that item. Friends recommendations do account for something when I go shopping. However, I try to listen to friends that know something about that area in general. For example, a friend of mine is big into makeup, is studying it for her research and worked in a makeup store here in the US. She knows what she is talking about, so if she recommends something, and I need it at that point in time, I buy it. If she recommended something technology related, for example, I might ask other friends before I bought something.

18 Economy has the biggest impact. Fashion is a want not a need and when the economy is rough they fashion industry takes the biggest hit b/c its not a need its a want. If I have received a coupon or voucher for that product i would consider it.

19 They all can have effects. 1.n/a 2 A significant coupon can influence selection 3. recommendations have a strong influence

12. How does brand recognition affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: Are you more likely to purchase one product over another because you have heard of it before? Does this inspire a sense of 'trust' in the brand?


1 I am much more likely to try a product because I have heard of it before or it is from a brand that I use but less likely to try if I am happy with a competitors product. yes, I trust the products of brand names that I use.

2 Yes definitely for 1) and 2).

3 I will purchase a product I have experience with, in terms of brand, before purchasing one I know nothing about. If I have had a good experience with a brand, I will trust it and purchase it before another option.

4 Brand recognition is important, but today I research products to see if the same quality is available in a less expensive brand.

5 Sometimes, I am more inclined to buy when I've heard of the product before, particularly when buying something new. For me, having heard of it before, means that it's not really all that new and must already be tried and trusted by others.

6 If I have heard or had personal experience with a brand, I will tend to use it instead of another brand (examples of this is that I will less likely use supermarkets that sell off-brands).

7 Previous experience is key to repeat purchases. Certain brands of particular food items are all I purchase because I know what the quality is.

8 Brand recognition is a part influence in my decision in buying an item. I've bought multiple times Sony Ericcson mobile phones as they are reliable to use and do not break easily. I bought a Tesco mobile phone many years ago and it broke after a few uses. Not reliable and trusted.

9 1. yes. If I trust the brand or have heard bad things about it I am less likely to use it. e.g. Google chrome. I waited till I'd heard people;s expereinces till i downloaded it, 2. yes.

10 There are times I may not know a brand personally, but because of a commercial or recommendation I will try it over another comparable product. The recognition does at times help instill trust, but I feel trust in a product or brand is earned, but simply by identification, but by use.

11 I might purchase a brand that I have heard of but I would also go with generic if the ingredients were comparable. Having heard of a brand doesn't make me more likely to buy it.

12 There are certain brands that I trust simply b/c I've used them, my mom used them and they have solid reputations. There was an issue w/a certain apple juice brand a few years ago. I have never

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purchased any of their products since.

13 I am more likely to purchase a product over another because I have used it and liked it rather than because I have heard about it. For me trust is based on past usage/experience (my own or sometimes of others) rather than volume of advertising.

14 Yes, I value a sense trust and respect for a company. If the company is not "respectable" in its dealings, ethics, and word, then I don't buy it ever again.

15 It does build in a feeling of trust.

16 sometimes sometimes

17 I do think that brand recognition plays a part in my purchasing decisions. In the grocery store, I am more likely, when making a first time purchase to try the name brand or the item with a brand name that I recognize. If I try the product and I like it, then I usually with stick with it. However, if the product doesn't meet my expectations, then I will try another name brand or the one that I haven't heard of . Having that name recognition does help since you see/hear the commercials all the time. You expect them to live up to what they promise. If they don't then I just switch.

18 brand recognition is huge. I wouldn't buy a vizio TV over a Olivia/Samsung/Toshiba. I trust those three brands over a cheap alternative.

19 Brand recognition generally indicates market acceptance which infers that these products are selling so someone likes them 1. Yes I would use recognition as a weighing factor for purchase 2. No, not trust since I have been burned by poor quality products from famous companies like DELL, GE, Samsung, etc

13. How does a company's risk management, ethical standards, and/or corporate social responsibility (CSR) efforts affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: Are you more likely to purchase a product because some of the profit is donated to an organisation or cause? Do you purchase any products because it is known that they ... use local ingredients, are made in your home country, or are made with fair-trade products? Does the way a company handles 'bad press' affect how often you purchase their products? (Ex: A toy manufacturer recalling toys because of a known toxin in the plastic.)


1 I am more likely to purchase a product because if they support a cause. I do purchase products because they support a cause (Newman's Own) and prefer some products that are made using local products. Following bad press or a recall I am cautious in what I purchase but try to make sure I understand exactly what the bad press is before deciding to purchase.

2 CSR is really important, I often don't like buying products from brand I don't know, products I don't know what are the ingredients from, or where they are manufacture. I would prefer buying products from a transparent brand which processes, values and history are known, It clearly give it more value, trust and influence my buying decisions.

3 If a portion of the proceeds of a product are being donated to a cause I believe in, I will lean toward purchasing that product. However, this is not always most important. I do purchase some products that are fair trade, as in my hot teas. I do purchase products that are "natural" or made in a local area, i.e. Cheerwine, Dr. Enuf, Burt's Bees. I will purchase items from a local farmer's market when in season. The affect of bad press is something I don't typically consider. In the case of the BP oil spill, I did not stop purchasing the product because the gas station I purchased it from was locally owned and operated and not a direct part of the spill. If a company has known human trafficking violations or use child workers in another country, I will tend to stay away from that product.

4 This factor has little impact on my purchasing decisions.

5 Honestly, this doesnt really have any affect on me at all.

6 Companys like Ben and Jerry's inspire m to buy their products because of their social responsibility. Knowing that buying their product helps to support their community definitely gives me a good feeling.

7 Like to purchase Made in the USA items.

8 Ethical standards are a major consideration nwhen buying a product. I have not bought products because for example Nestle and Walmart. Walmart are known to give money to the arms trade in the east. Also prefer organic and also non pesticides with products. Will pay more money if an item comes from a smaller trader or shop brand.

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9 1. It depends. Only if it is a low risk item, like coffee. 2. Yes. Food mainly. 3. Yes. If the company is deemed unsafe or unethical i am less likely to buy from them.

10 I do have a soft-spot for brands that offer incentives by way of charitable organizations or causes and will oftentimes choose to shop with them because of it. Fair-trade and dealings with competitors also effects my purchase decision. How a company handles themselves with bad press or if a company chooses negative selling tactics also effects my decision.

11 I am more likely to try a product if I think that the company has a good foundation -- ethics. If 2 products were the same -- price and quality, I would pick the more responsible producer but would I pay a lot more? probably not. Local ingredients are more important to me for food products. Recalls can be a sign of social responsibility but too many can be an indicator of sloppy production and lack of ethics

12 When there are recalls due to malfunction or defect and the company does not inform the public effectively, that is when I decide to not purchase their product again.

13 I am not more likely to purchase because some profit is donated. Yes, I would avoid deliberate purchase of products from countries whose politics I regard as incompatible with my views or which require high transport costs

14 These things play into my decision, but they aren't primary--they are more like the tipping points for purchasing decisions. I do like to encourage local or fair-trade companies. But most of all, I value integrity in the product: it does what it's supposed to, with ease, and with an extra value of pleasure in some way. When bad press is the result of intentional decisions by a company to cut quality even when they know it's risky, then I put the company on my "never buy" list.

15 A lot, if I have heard in the news or find out that the company does not support or goes against a cause I believe in I will not buy fron that company. In addition I will pay a little more for a brand that I believe is doing the right thing.

16 yes sometimes yes

17 I am more likely to purchase a product if part of the money goes to an organisation or cause. However, if the money is going to a cause that I think is over-used (no offense, but breast cancer awareness), I won't purchase it. Just as an example, if there are two cell phones for sale that are the same, and part of the proceeds on one go to Haiti and the other to Breast Cancer, I am going to go for Haiti. It's not that I am for breast cancer, it's just that I think that there are other causes out there that need attention as well. However, I do also consider the price as well. If the price of one is over the price of another and they are similar enough to substitute in my opinion, even if the more expensive one is donating money, I will choose the less expensive one. I do purchase products that are local/made in my home country/are fair-trade, but it is not something that I specifically look for in most of my shopping. However, I do go local when buying some food (cheese, meat, honey, fruit and veg.) some time because of the taste factor. For that reason, I go to stores that carry local/fair-trade/home-made items when I want them. Fruit and veg tend to not have a taste when they come from Chile, but when they are grown down the road they taste great. The way that a company handles bad press does affect the way I buy. When I was buying a car, I looked at Toyotas and thought, "Even though I am buying a new car and it most likely won't have any problems such as shoddy breaks, I still don't want to have a product where the company denies that there is a problem until several months later." That is an extreme case, but Tylenol is a great example of something that I buy more often then a car. When they had poison in their medicine, they not only recalled ASAP but they changed the way that the product was packaged. I do purchase Tylenol over the store brand 99% of the time (price sometimes is a factor).

18 I would never but Tommy Hilfiger for the reason he is an anti-semite/racist and biggot at the same time. I's rather spend my money on a cpmpany the supports the community that it participates in like target.

19 It is very influential up to about a 20% adder to cost 1. Yes it is one reason that I shop at Target (5% of sales to charity) 2. Yes we buy local foods and fair-trade coffee when possible 3. Yes, if they seem ethical and take care of the problem

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Appendix C: In-depth Interview Framework Analysis

Objectives Analyse

1. Gain insight into the world of

brand creation, maintenance, and expiration.

• COMPLETED THROUGH LITERATURE REVIEWS

2. Investigate correlations between

the design of a brand and how it affects consumer-‐purchasing habits.

• Brand recognition – #12

3. Examine the sensory features of

brand design.

• Favourite brand – #7 • Favourite logo – #8 • Brand packaging – #9

4. Identify consumer-‐purchasing habits/trends in the UK and US.

• Brand loyalty – #10 • Price, fashion, economy – #11 • Risk management, standards, CSR – #13

Demographic Information

• Age – #2 • Currently Living – #3 • Where Born – #4 • Most of Life – #5 • Marketing Professional – #6

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7. Favourite brand

Brands mentioned Crest Toothpaste Chanel Perfume Burt’s Bees L’Oreal Elvive Under Armour

Irish Spring Yahoo Apple (3) Coke / Diet Coke Tide

BBC Chick-‐Fil-‐A Armani Exchange Ralph Lauren Polo Heinz Ketchup

Colours mentioned Red (6) Blue (2) Black (6) Gold / Yellow (4)

Green (3) White (7) Purple Silver / Grey (2)

Rainbow Orange

Reasons (key words) Consistency (5) Luxury (2) Established Natural (2) Sharp / Professional Specific Strength / Durability

Clean / Fresh Linking point Functionality Aesthetics (2) Honesty Clear Trust (2)

Experience Positive feeling (2) Recognizable (3) Quality (3) Taste Intuitive

8. Favourite logo

Brands mentioned Google Chanel Apple (4) Bass Pro Shops McDonalds

Under Armour H-‐E-‐Buddy National Trust Nike (2) Penguin

Disney Gerber FedEx The Beatles

Colours mentioned Rainbow (2) White (5) Black (9)

Silver Green (2) Blue (2)

Yellow / Gold (2) Red (2) Purple

Reasons (key words) Simple Cheerful (6) Historic (5) Luxury Sexy (2) Happy (2) Sneaky Above the rest

Desire (2) Invincible Positive Feeling (5) Fair price Broad product range (4) Trust (5) Comfort Confidence (5)

Warmth Pride “Go” Passionate Nostalgic (2) Culture

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9. Product packaging

Is packaging considered for purchasing? Yes – 9 No – 10

Where is the general focus? Product – 6 Packaging – 4 Both – 9

Packaging functionality? Yes – 13 No – 6

Evoking positive / negative emotions? Yes – 14 No – 5

10. Brand loyalty

Brands mentioned Crest (2) Nestlé Burt’s Bees Bare Minerals Apple Amazon (2) Pampered Chef Store brands L’Oreal Volkswagen (2) Under Armour Pepsi Tiffany Eddie Bauer Folger’s Decaf

Vancamp’s Pork & Beans Sony Ericcson Nokie Samsung HP Apple (3) Nike (2) Hellmans (2) Bounce (2) Tide (2) Coca-‐Cola Diet Coke Zest Dawn Almay

Oil of Olay Colorox Adidas Fischer Price Barnes & Noble Talbots Clinique Lindt Red Opal Wines Express Peter Pan Peanut Butter Toyota Honda Stonyfield

Offers/Vouchers/Coupons make a difference? Yes – 6 No – 10

Friends/Colleagues/Peers make a difference … Yes – 12 No – 5

Emotions evoked … Happiness (6) Satisfaction (9) Quality (8) Expertise (2) Safety (2) Ethics

Innovation Sexy (3) Professional (2) Frugal / Bargain (2) Talented Confidence / Trust (6)

Reputation (5) Dependability (4) Nastalgia Durability (3) Value (2) Conservative

11. Price, fashion, economy

Price (characteristics) Warehouse purchasing Sales

Potential Barrier for purchase Reasonable pricing

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Price comparisons Extremely important (3) Not a factor

Must not be too expensive (3) Savings Bottom line purchasing factor (4)

Fashion (characteristics) Trends Whether (2) Not a factor (4)

Better quality = more expensive Functionality over aesthetics

Economy (characteristics) Forced to bargain hunt (2) Not a factor

Biggest impact

Influenced by … Offers / Vouchers / Coupons – 9 Peer suggestions – 10

Necessity – 15 Luxury – 5

12. Brand recognition

Purchase something because you recognise and have heard of the brand? Yes – 13 No – 2 Sometimes – 4

Does brand recognition evoke trust? Yes – 8 No – 5 Sometimes – 6

13. Risk management, ethical standards, CSR

Influenced by … Risk management – 5 Ethical standards – 6

CSR – 9 None – 2

More likely to purchase because they donate … Yes – 7 No – 3 Sometimes / Depends – 4

Do you purchase because they are known for helping … Local community / are locally made – 10 Environment – 2

Are fair-‐trade – 10 None – 2

The way a company handles ‘bad press’ influences you … Yes – 10 No – 2 Sometimes / Depends – 3

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Appendix D: In-depth Interview Demographic Charts

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Appendix E: Survey Questions

Brand Design and its Effects on Consumer Purchasing: An International Study of Brands in the UK and US Markets

Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. This survey may take anywhere between 10 - 15 minutes. All questions MUST have an answer. If you feel the question does not apply, then please feel free to click on "N/A" if the option is available. Thank you again!

1 If you would like to see the results of this study once the analysis has been completed, please fill in your information details below:

Name – Email Address – Comments –

2 * What is your age?

Under 18 19-24

25-34 35-44

45-54 Over 55

3 * Where are you currently living?

United Kingdom United States Other 4 * Where were you born?

United Kingdom United States Other 5 * Where have you spent the majority of your life?

United Kingdom United States Other 6 * As a profession, are you in the field of marketing?

Yes No

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7 * If you are in the field of marketing you are a …

I am not in the field of marketing. Marketing Executive Marketing Assistant Account Manager Marketing Officer Product Manager

Category Manager Marketing Manager Brand Manager Marketing Director Vice-President Other, please specify

8 * Purchasing Habits How often do you purchase electronics?

Daily Weekly Monthly

Yearly Every 1-3 Years Every 4+ Years

Never N/A

How often do you purchase soft drinks?



Never N/A

How often do you purchase hygiene (bath/shower) products?



Never N/A

9 * I have heard of this brand … (please choose all that apply)

Apple Microsoft

IBM Linux

Unix None of the Above

10 * I have purchased this brand … (please choose all that apply)

Apple Microsoft

IBM Linux

Unix None of the Above


Coca-Cola Pepsi Cola

Virgin Cola RC Cola

Red Bull Cola Nonce of the Above


Coca-Cola Pepsi Cola

Virgin Cola RC Cola

Red Bull Cola Nonce of the Above

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Dove The Body Shop

Bath & Body Works Lush

Jergens None of the Above


Dove The Body Shop

Bath & Body Works Lush

Jergens None of the Above

15 * Name the first brand that immediately comes to mind for the following colours: (Please list only one for each colour. If you cannot think of a brand immediately, please put “N/A” in the space provided.)

Black – Blue – Green – Grey (Silver) – Orange – Pink – Purple – Red – White – Yellow –

16 * Which colour(s) does your ... favourite brand use?

Black Blue Green Grey (Silver)

Orange Pink Purple Red

White Yellow

* Which colour(s) does your ... least favourite brand use?

Black Blue Green Grey (Silver)

Orange Pink Purple Red

White Yellow

17 * Whose logo am I?

Smirnoff Bacardi Jose Cuervo

Jack Daniels Baileys

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Moxilla Firefox Apple Safari Google Chrome

Internet Explorer Netscape


Subway Burger King Pizza Hut

KFC McDonalds


T-Mobile Orange Vodaphone

O2 Three


Staples Red Cross Argos

Costa Xerox

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22 * Which brand am I?

Mercedes Honda

Hummer BMW

Vauxhall


Clinique Jean-Paul Gaultier

Harajuku Lovers Chanel

Dolce & Gabbana


Adidas Nike

Puma Converse

Reebok

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Apple Blackberry

Sony Nokia

Samsung


Chanel Coach

Dolce & Gabbana Burberry

Louis Vuitton

27 * For the brand questions, did you … (please mark all that apply)

- answer without using help (excluding the drop-down menu) - recognise all or most brands - if used another source, please list here:

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28 * Overall, did you find having to give a brand for the colour to be difficult?

Yes No 29 * Overall, did you find having to match the brand with the logo to be difficult?

Yes No 30 * Overall, did you find having to match the brand with the package to be difficult?

Yes No 31 * How much do you agree with the general statement: “When buying products, I consider the …” … mood I am in.

Strongly Agree Agree

Neither Agree / Disagree

Disagree Strongly Disagree

… brand of the product.




… colours of the brand.




… colours of the product.




… design of the brand.




… design of the product.




… way the product is packaged.




… amount the product costs.




… warranty available for the product.




… reviews from other sources. (includes peers or credited sources)




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… time I have to spend in the store. (time allowed to spend in store)




… time I have to spend in the store. (limited time offer items)




32 * Has your opinion on a product or brand ever changed (positively or negatively) due to … … Price (ex: is the item cheaper/more expensive than the product average?)

Yes Maybe

No N/A

… Fashion (ex: is the item still in style?)

Yes Maybe

No N/A

… Economy (ex: is now a good time to buy this? Can I currently afford this?)

Yes Maybe

No N/A

… Brand Loyalty (ex: do you repeatedly purchase the same brand?)

Yes Maybe

No N/A

… Brand Reputation (ex: are all your friends buying it?)

Yes Maybe

No N/A

… Risk Management (ex: BP’s oil spill in the Gulf of Mexico or Toyota’s recall)

Yes Maybe

No N/A

… Ethical Standards (ex: fair trade products)

Yes Maybe

No N/A

… Corporate Social Responsibility (ex: giving back to the community)

Yes Maybe

No N/A

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Appendix F: Survey Results Spreadsheet

Zoomerang Survey Results



Response Status: Completes

Filter: No filter applied

Jan 09, 2011 3:27 AM PST

Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. This survey may take anywhere between 10 - 15 minutes. All questions MUST have an answer. If you feel the question does not apply, then please feel free to click on "N/A" if the option is available. Thank you again!


135 Responses

2. What is your age?

Under 18 1 0%

19-24 72 30%

25-34 86 36%

35-44 42 17%

45-54 18 7%

Over 55 22 9%

Total 241 100%

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3. Where are you currently living?



Other 37 15%

Total 241 100%

4. Where were you born?



Other 62 26%

Total 241 100%

5. Where have you spent the majority of your life?



Other 50 21%

Total 241 100%

6. As a profession, are you in the field of marketing?

Yes 42 17%

No 199 83%

Total 241 100%

7. If you are in the field of marketing you are a ...

I am not in the field of marketing 179 74%

Marketing 1 0%

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Executive

Marketing Assistant 11 5%

Account Manager 4 2%

Marketing Officer 1 0%

Product Manager 2 1%

Category Manager 0 0%

Marketing Manager 3 1%

Brand Manager 2 1%

Marketing Director 1 0%

Vice-President 1 0%

Other, please specify 36 15%

Total 241 100%

8. Purchasing Habits

Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Daily Weekly Monthly Yearly

Every 1-3 Years

Every 4+ Years Never N/A

2 3 34 133 53 15 1 0 How often do you purchase electronics? 1% 1% 14% 55% 22% 6% 0% 0%

38 96 76 12 4 1 11 3 How often do you purchase soft drinks? 16% 40% 32% 5% 2% 0% 5% 1%

2 42 190 5 0 0 2 0 How often do you purchase hygiene (bath/shower)

1% 17% 79% 2% 0% 0% 1% 0%

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products?

9. I have heard of this brand ... (please choose all that apply)

Apple 239 99%

Microsoft 239 99%

IBM 233 97%

Linux 183 76%

Unix 123 51%

None of the Above 1 0%

10. I have purchased this brand ... (please choose all that apply)

Apple 165 68%

Microsoft 229 95%

IBM 61 25%

Linux 14 6%

Unix 7 3%



Coca-Cola 241 100%

Pepsi Cola 239 99%

Virgin Cola 66 27%

RC Cola 174 72%

Red Bull Cola 174 72%



Coca-Cola 228 95%

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Pepsi Cola 194 80%

Virgin Cola 13 5%

RC Cola 79 33%

Red Bull Cola 49 20%



Dove 240 100%

The Body Shop 198 82%

Bath & Body Works 195 81%

Lush 87 36%

Jergens 180 75%



Dove 216 90%

The Body Shop 119 49%

Bath & Body Works 159 66%

Lush 51 21%

Jergens 116 48%


15. Name the first brand that immediately comes to mind for of the following colours:(Please list only one for each colour. If you cannot think of a brand immediately, please put "N/A" in the space provided.)

241 Responses

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16. Which colour(s) does your ...

Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Black Blue Green

Grey (Silver) Orange Pink Purple Red White Yellow

45 46 19 20 4 13 13 52 25 4 ... favourite brand use? 19% 19% 8% 8% 2% 5% 5% 22% 10% 2%

30 23 21 15 34 26 17 16 17 42 ... least favourite brand use? 12% 10% 9% 6% 14% 11% 7% 7% 7% 17%

17. Whose logo am I?

Smirnoff 32 13%

Bacardi 168 70%

Jose Cuervo 28 12%

Jack Daniels 5 2%

Bailey's 8 3%

Total 241 100%


Mozilla Firefox 12 5%

Apple Safari 9 4%

Google Chrome 204 85%

Internet Explorer 10 4%

Netscape 6 2%

Total 241 100%

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Subway 0 0%

Burger King 0 0%

Pizza Hut 0 0%

KFC 0 0%

McDonalds 241 100%

Total 241 100%


T-Mobile 10 4%

Orange 12 5%

Vodafone 139 58%

O2 78 32%

Three 2 1%

Total 241 100%


Staples 11 5%

Red Cross 4 2%

Argos 61 25%

Costa 22 9%

Xerox 143 59%

Total 241 100%

22. Which brand am I?

Mercedes 0 0%

Honda 0 0%

Hummer 239 99%

BMW 0 0%

Vauxhall 2 1%

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Total 241 100%


Clinique 20 8%

Jean-Paul Gaultier 113 47%

Harajuku Lovers 29 12%

Chanel 39 16%

Dolce & Gabbana 40 17%

Total 241 100%


Adidas 4 2%

Nike 1 0%

Puma 4 2%

Converse 229 95%

Reebok 3 1%

Total 241 100%


Apple 205 85%

Blackberry 8 3%

Sony 5 2%

Nokia 7 3%

Samsung 16 7%

Total 241 100%


Chanel 1 0%

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Coach 11 5%

Dolce & Gabbana 3 1%

Burberry 2 1%

Louis Vuitton 224 93%

Total 241 100%

27. For the brand questions, did you ... (please mark all that apply)

answer without using help (excluding drop-down menu) 160 66%

recognise all or most brands 140 58%

If used another source, please list here: 12 5%

28. Overall, did you find having to give a brand for the colour to be difficult?

Yes 206 85%

No 35 15%

Total 241 100%

29. Overall, did you find having to match the brand with the logo to be difficult?

Yes 70 29%

No 171 71%

Total 241 100%

30. Overall, did you find having to match the brand with the package to be difficult?

Yes 60 25%

No 181 75%

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Total 241 100%

31. How much do you agree with the general statement: "When buying products, I consider the ...

Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option.


Neither Agree /Disagree

Disagree

Strongly Disagree

36 129 34 25 17 ... mood I am in." 15% 54% 14% 10% 7%

75 134 20 8 4 ... brand of the product." 31% 56% 8% 3% 2%

6 19 90 80 46 ... colours of the brand." 2% 8% 37% 33% 19%

35 104 58 31 13 ... colours of the product." 15% 43% 24% 13% 5%

29 96 66 37 13 ... design of the brand." 12% 40% 27% 15% 5%

91 111 24 11 4 ... design of the product." 38% 46% 10% 5% 2%

22 102 68 40 9 ... way the product is packaged." 9% 42% 28% 17% 4%

166 66 8 1 0 ... amount the product costs." 69% 27% 3% 0% 0%

31 101 68 39 2 ... warranty available for the product." 13% 42% 28% 16% 1%

76 119 34 9 3 ... reviews from other sources." (includes peers or credited sources) 32% 49% 14% 4% 1%

31 103 66 31 10 ... time I have to purchase the product."

13% 43% 27% 13% 4%

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(time allowed to spend in store)

29 123 57 23 9 ... time I have to purchase the product." (limited time offer items) 12% 51% 24% 10% 4%

32. Has your opinion on a product or brand ever changed (positively or negatively) due to ...

Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents selecting the option. Yes Maybe No N/A

187 42 12 0 Price (ex: is the item cheaper/more expensive than the product average?) 78% 17% 5% 0%

111 79 50 1 Fashion (ex: is this item still in style?) 46% 33% 21% 0%

171 46 23 1 Economy (ex: is now a good time to buy this? Can I currently afford this?) 71% 19% 10% 0%

149 65 26 1 Brand Loyalty (ex: do you repeatedly purchase the same brand?) 62% 27% 11% 0%

100 84 56 1 Brand Reputation (ex: are all your friends buying it?) 41% 35% 23% 0%

Page 116

72 94 71 4 Risk Management (ex: BP's oil spill in the Gulf of Mexico or Toyota's recall) 30% 39% 29% 2%

98 97 43 2 Ethical Standards (ex: fair trade products) 41% 40% 18% 1%

70 103 66 2 Corporate Social Responsibility (ex: giving back to the community) 29% 43% 27% 1%


Respondent #

Question 1: Name

Question 1: Email Address

Question 1: Comments

1 Not provided to protect identity.
















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7. If you are in the field of marketing you are a ...

Respondent #

Response

1 N/A

2 Intern

3 n/a

4 Student study marketing

5 services business

6 Grad Student - Pastor

7 Back of house supervisor

8 None

9 Aspiring student

10 na

11 Creative Planner

12 NA

13 Academic

14 Lecturer in Marketi

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ng

15 Engineer

16 Lecturer in Marketing

17 n/a

18 Not in marketing

19 Sales

20 Finance

21 Student

22 n/a

23 Business owner - marketing is part of what has to be done

24 still looking for a job

25 student

26 Student

27 Brand Strategy Consultant

28 NA

29 homemaker

30 NA

31 Writer & Designer (former Marketing Coordinator)

32 education

33 n/a

34 Not in the marketin

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g field

35 Law

36 education and training

15. Name the first brand that immediately comes to mind for of the following colours:(Please list only one for each colour. If you cannot think of a brand immediately, please put "N/A" in the space provided.)

Respondent #

Question 15: Black

Question 15: Blue

Question 15: Green

Question 15: Grey (Silver)

Question 15: Orange

Question 15: Pink

Question 15: Purple

Question 15: Red

Question 15: White

Question 15: Yellow

1 Adidas Barclays

Lloyds TSB

Apple Orange T-Mobile

Pampers Target Nike McDonalds

2 Nike HP Fairy Liquid

Mac (apple)

Orange (phone company)

Barbie TokiDoki (clothing/art)

Coke BBC Cadbury

3 guinness milky way

sprite apple N/A barbie N/A red bull apple N/A

4 N/A N/A N/A Centrum

Tropicana

Breast Cancer

N/A Coca-Cola

N/A N/A

5 N/A N/A N/A Apple N/A Victoria's Secret

N/A N/A N/A N/A

6 Lynx n/a Maybelline

n/a n/a Maybelline

Tigi n/a Dove n/a

7 Dell Pepsi Garnier Wilkinson

Orange T mobile Jelly Bean

Ferrari N/A La Poste

8 Jack Daniels

IBM Toyota Honda N/A Victoria's Secret

N/A Coca-Cola

Progressive

N/A

9 Mini N/A N/A Apple orange hello kitty

N/A swiss pocket knives

Apple the yellow pages

10 Pepe Jeans

Milka Trident Apple Berska Pimkie Trident Coca-cola

Eee Iced Tea

11 Coke Zero

iTunes Publix Diet Coke

Nike Sweet and Low

LA Lakers

Coca Cola

NA Livestrong

12 NA IBM NA Apple NA NA NA NA NA NA

13 N/A NIVEA bp N/A Orange N/A N/A Coca Cola

N/A shell

14 dell N/A lush dell nike victorias secret

N/A gap best buy

DHL

15 Apple N/A starbucks

n/a home depot

Victoria Secrete

N/A Target N/A N/A

16 N/A Pepsi N/A Toyota N/A Victoria's Secret

N/A Coke N/A Post-It

17 dell addidas lacoste N/A N/A N/A N/A N/A N/A N/A

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18 North Face

Chelsea Irish Spring

Longchamp

Sunkist Kitchen Aid

Welchs n/a n/a Dole

19 Apple Sprite Irish Spring

Apple Fanta Victoria's Secret

N/A Coca-Cola

Apple Google

20 n/a Levi n/a n/a n/a n/a n/a Coke Dove n/a

21 Lindt Dolce & Gabanna

Springfield

Apple Orange Lacoste N/A Coca-cola

Dove N/A

22 dell secret n/a windows

arm&hammer

victoria secret

n/a n/a apple best buy

23 N/A Pepsi 7 UP Lexus Orange Crush

N/A Barney Coca Cola

N/A N/A

24 coca cola

red bull sprite je sais pas

orange pimkie je sais pas

ferarie je sais pas

ebly

25 Coca-Cola

Finnair N/A Apple Orange N/A Jules Coca-Cola

Apple N/A

26 Guinness

Tesco n/a Volkswagen

Orange T-Mobile

Cadbury Royal Mail

n/a Marie Curie Cancer Care

27 Blckberry

Pepsi N/A N/A N/A N/A N/A Virgin Apple McDonald

28 Nike Pepsi NA Diet Pepsi

Orange Crush

NA Lakers Utah Utes

Northern Tissue

Oil of Olay

29 n nivea n n orange n n coca n n

30 N/A Dove Veolia N/A N/A Accessorize

N/A Coke N/A Yellow pages

31 N/A Dasani N/A Apple N/A Victoria Secret

N/A Delta N/A N/A

32 N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A

33 adidas puma N/A red bull kelly's fa N/A N/A dove N/A

34 Chanel Pepsi simple, body shop

apple orange mobile

benefit N/A Coke Dove Mc Donald

35 Nike N/A N/A Under Armour

N/A Victoria's Secret

N/A Coca Cola

N/A Burt's Bees

36 Mercedes-Benz

Pepsi Lush BMW Tropicana

Victoria's Secret

NA Coca-Cola

Hershey's

NA

37 Nissan IBM Survey Monkey

Brandware

Virgin Victoria's Secret

Delta Sigma Pi

Coca Cola

Dove Pontiac

38 Axe deodorant

Selsun Blue

Garnier Fructis

Dell Herbal Essences

Victoria Secret

Bath and Body Works

Old Spice

Apple N/A

39 n/a dove body shop

Renault (Cars)

Orange (mobile phone)

n/a london met!

Coca cola

apple mac donald

40 N/A N/A N/A N/A Tide Victoria's Secret

N/A N/A N/A N/A

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41 razor - can't think of brand

nike n/a IBM Shout n/a DSP :)_ - can't think of another

red bull n/a n/a

42 n/a microsoft

john deere

toyota kubota susan g komen

delta sigma pi

pizza hut

n/a mc donalds

43 Batman Wal-Mart

Boston Celtics

Wii N/A Mary Kay

Prince Coke GA Tech

GA Tech

44 Black & Decker

N/A N/A N/A N/A Victoria Secret

N/A N/A N/A N/A

45 n/a pepsi starbucks

n/a university of texas

susan G. Komen

n/a coke n/a n/a

46 n/a Tiffany's

John Deere

n/a n/a Victoria's Secret

n/a n/a n/a Burt's Bees

47 Coca Cola

None The Body Shop

None Mandarina Duck

Victoria's Secret

None Coca Cola

Apple None

48 n/a n/a n/a GAP Southwest

Victoria's Secret

n/a n/a White House Black Market

n/a

49 Spencer's

Ralp Lauren

Coach Nike Home Depot

Baby's R Us

Macy's Victoria Secret

Black and White Market

Pac Sun

50 Jack Daniels

Lonely Planet

Greenpeace

N/A Easyjet Volaris London Met

Red Cross

Apple Expedia

51 Dr. Pepper Cherry

Pepsi N/A N/A Sunkist Victoria's Secret

N/A Coca-Cola

Dove N/A

52 guinness, mango

facebook, nestlé

perrier, badoit

N/A orange pimkie london met

coca cola, h&m

signal post office

53 Johnny Walker

Powerade

Nyquil Hershey


N/A Fredrick's of Hollywood

MacIntosh

Dole

54 Sephora IBM Unilever Virgin Air

at&t Victoria's Secret

N/A Coca Cola

N/A N/A

55 Coca-Cola

Microsoft

Yuengling

Dell N/A Victoria Secret

N/A Coca-Cola

Kleenex

Mayfield

56 Nike M&M's Herbal Essence

Touch of Grey

Sunkist TelaFloral

n/a Target Progressive Insurance

n/a

57 N\A Dial Irish Spring

Ralph Lauren X

Home Depot

Victoria's Secret

N/A Old Spice

Listerine

N/A

58 Boss N/A WWE Mercedes Benz

Orange Sanrio N/A Coke N/A N/A

59 Coke Zero

IBM Publix Dell Home Depot

Victorias Secret

N/A Coke N/A Hertz

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60 n/a delta palmolive dish soap

n/a orange crush

victorias secret

n/a target dove soap

chicketa bananas

61 Axe Nautica Irish Spring

NA Fanta NA NA Old Spice

NA NA

62 Levi Strauss

Dove Hugo Boss

Mercedes

N/A Barbie N/A Coca Cola

N/A Lamborghini

63 n/a n/a n/a n/a n/a la coste n/a n/a n/a tetlley

64 Coke Powerade

Animal N/A Jaffa cakes

N/A N/A N/A N/A Banana

65 Oakland Raiders

Deloitte NY Jets Rolls Royce

Tropicana

Anything Susan Koman

Barney the Dinosaur

Coca Cola

N/A Big Bird

66 Samsung

Nokia N/A Apple Hartwall Jaffa (Finnish soft drink)

Hello Kitty

N/A Coca-Cola

Apple N/A

67 puma ibm timberland

Amtrak Crush Susan B Kolmen

Fruit of the Loom

Coca-Cola

Dove Kodak

68 n/a pepsi sprite n/a slice peptobisnoll

n/a coca cola

n/a old navy

69 N/A N/A Nature House

N/A Orange N/A N/A Coca cola

N/A Hertz

70 American Express

N/A TrueGreen

N/A Sunkist Crystal Lite

Minnesota Vikings

Cardinals

N/A Yellow Tail

71 Lexus Blue Cross Blue Shield

Fidelity Mercedes

Tyco Electronics

Yoplait Crown Royal

Coca Cola

Xerox N/a

72 Sony Citi Bank

BP Mercedes Benz

Orange N/A N/A Vodafone

Apple Lamborghini

73 Black and Decker

IBM Zipcar Honda ING Victoria's Secret

N/A Honda Dove N/A

74 N/A Lush Pringles N/A Walker's Cath Kitson

Johnson's Body Care

Neutrogena

N/A Vaseline

75 coca cola

pepsi 7up mercedes benz

tango n/a n/a mcdonalds

the white company

acqua di parma

76 Axe Nivea Healthy Choice

N/A Big Lots N/A N/A N/A Dove Dial

77 Coke N/A N/A N/A N/A Victoria's Secret

N/A Coke N/A N/A

78 IBM cadburys

N/A Ford Crush soft drink

Bubble gum

n/a Coca Cola

n/a n/a

Page 126

79 Black forrest ham

swave mt soap

jolly green giant

n/a tropicana n/a Stone Hill concord wine

Red Bull

Dove egg beaters

80 Coke Zero

Dove Williams Sonoma

American Airlines

Tropicana

Victoria's Secret

N/A Coca Cola

N/A N/A

81 IBM Microsoft

Greenpeace

Toshiba Orange Victoria's Secret

N/A Red Bull

Colgate

Hertz

82 hersheys n/a zest n/a tropicana victoria secret

n/a coke crest aveno

83 Jack Daniels Whiskey

Dove Perrier Ivory Soap

Orangica Juicy NA Coca Cola

Coca Cola

Yella Wood

84 Coke Zero

Pepsi Body Shop

Diet coke

Planet Smoothie

Victoria Secret

Nalgene Arby's Breyers

McDonalds

85 n/a Sherwin Williams

Perkins n/a n/a Victoria Secret

n/a McDonalds

Dove McDonalds

86 N/A Pepsi Cola

Gain Draino N/A N/A N/A Old Spice

Crest N/A

87 iPhone N/A Green Giant

iPod N/A Nair N/A Twizzler

St. Ives Tropicana

88 N/A N/A N/A Ford Soda N/A N/A N/A N/A N/A

89 n/a Ajax n/a n/a n/a n/a n/a L'Oreal El Vive shampoo & conditioner; colour

Pantene

n/a

90 n/a pepsi mountain dew

red bull florida orange juice

victoria secret

n/a coke n/a n/a

91 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a

92 Red Bull

Crest (Toothpaste)

Suave (Shampoo)

Sony Tropicana (Orange Juice)

Victoria's Secret

Vogue Coca Cola

Apple Dole (fruit company)

93 Dodge Gerber Tide Absolut KFC N/A N/A McDonalds

Dove N/A

94 Johnnie Walker

IBM John Lewis

NA Orange NA Ribena Virgin NA Ikea

95 Selfridges

Dell Oxfam Apple Orange NA NA Virgin NA Disney

96 N/A Gap Ryanair N/A Easy Jet N/A London Metropolitan University

Virgin The White Company

Yellow Pages

97 Apple ipad

Downy Irish soap

N/A Tropicana

Huggies Oil of olay

Dentyne Cottonelle

Volkswagen

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98 Coca Cola Zero

Dove Body Shop

N/A Fanta N/A Milka Coca Cola

N/A N/A

99 Guinness

Paypal n/a n/a Orange T-Mobile

Yahoo Ask Apple IMBD

100 American Express

n/a BP n/a n/a Susan Komen

Delta Sigma Pi

n/a n/a n/a

101 n/a lowes publix n/a home depot

victorias secret

n/a Coke n/a mcdonalds

102 Coca-Cola

N/A N/A N/A Fanta Victoria Secret

N/A Coca-Cola

Apple McDonald's

103 Adidas Pepsi N/A N/A ING Cancer Research

N/A Netflix N/A N/A

104 Coke Zero

Jet Blue BP Porsche Orange Eden Park

N/A Coca Cola

Apple Renault

105 N/A Pepsi M&Ms Coors Crush N/A N/A Coke Mac N/A

106 N/A Pepsi N/A N/A Fanta Victoria's Secret

Crown Royal

Coke Apple Burt's Bee's

107 Bath and Body Works

N/A Clinique Vizio N/A Victoria Secret

N/A N/A Dove Chiquita

108 IBM Microsoft

R.E.I. Logitech

KTM N/A Crown Royal

Target Apple Best Buy

109 Dell Windex Comet Rouge Tide Cover Girl

N/A Coco Cola

Dove Green Giant

110 N/A IBM The Body Shop

Apple Orange T-Mobile

N/A Vodafone

Tesco Aviva

111 Sony N/A Irish Spring

N/A N/A N/A N/A N/A Dove N/A

112 Axe Pepsi Sprite Apple ING Victoria's Secret

n/a Coca Cola

Dove n/a

113 Coach Pepsi NA Apple Fanta Pink - VS

NA Coca Cola

Wii Nitendo

Yoohoo Drink

114 na na na diet pepsi

na victoria secret

na bath and body works

na na

115 n/a Dove n/a Gillette Orange T mobile n/a coca cola

n/a n/a

116 Harley Davidson

Head and Shoulders

Guiness Tiffany & Company

N/A Victoria Secrets

N/A N/A N/A N/A

117 n/a n/a n/a n/a tennessee football

owen corning insulation

n/a n/a n/a n/a

118 N/A N/A N/A N/A N/A N/A N/A Coke N/A N/A

Page 128

119 BMW Pepsi Bank of America

Dell don't know

Victoria Secret

don't know

Coca Cola

Apple don't know

120 ''N/A'' Tesco ''N/A'' ''N/A'' ''N/A'' ''N/A'' Cadburys

Argos ''N/A'' ''N/A''

121 Johnnie Walker

Pepsi Mountain Dew

Brother (printers)

Home Depot

Barbie Crown Royal

Coca-Cola

Apple n/a

122 Harley Davidson

Pepsi Mountain Dew

Honda Libby's Pepto Bismol

Victoria's Secret

Marlboro

Nike Cheerios

123 Sony Dove Ande's Honda Fanta Victoria's Secret

Willy Wonka

Coca Cola

Aquafresh

Tic Tac

124 Sony Vaseline

Bath & Body Works

Mabelline

Clinique Victoria's Secret

New York & Co.

Target Colgate

Pine Sol

125 Pepsi N/A N/A Dove Suave N/A N Red Bull

N/A N/A

126 N/A Zaxbys Green Giant

Smirnoff

Lindt Susan G. Koman Breat Cancer endorsed stuff

N/A Coke Apple Computers

N/A

127 N/A n/a n/a hershey's

n/a breast cancer ribbons

Deltasig Coke Scott tissue

spongs

128 N/A Dr. Brown

Green Giant

N/A N/A N/A N/A Coke cola

N/A N/A

129 Polo Black

Selsun Blue

n/a n/a Cingular n/a n/a Coke n/a n/a

130 AXE deodorant

Jet Blue Seventh Generation

n/a n/a n/a Milka Chocolate

Target n/a BVB Borussia Dortmund 09

131 armani black code

dolce and gabbana blue

N/A Duct Tape

Mobile Phone Service

Pinkberry

Limited Too

Victoria Secret

estee lauder linen perfume

sunkist

132 toshiba apple gatorade windows

minute maid

snapple n/a coca cola

n/a bath and body works

133 HTC n/a n/a n/a Big K Orange

Victoria Secret

n/a Fredricks of Hollywood

Mac Yellow Pages

134 NA NA NA NA NA NA NA Coke Dove NA

135 Sony Nextel Jergens Nintendo

Valve Jergens Electronic Arts

Apple Linux Chevrolet

136 Lenovo n/a American Express

n/a ING Victorias Secret

n/a Coca Cola

Dove Best Buy

Page 129

137 White House Black Market

Gap J. Crew Nordstrom

Hugo Boss

Thomas Pink

N/A N/A White House Black Market

Banana Republic

138 Coke Zero

Aquafina

NA Diet Coke

Tropicana Orange Juice

Victoria's Secret

NA red bull Crest whitening

NA

139 N/A IBM N/A Honda Sunkist Kool-Aid

Dell Red Bull

Head and Shoulders

Kelloggs

140 N/A biological products

watson's N/A orangina N/A N/A N/A N/A N/A

141 Harley Davidson

Bud Light

N/A Coors Home Depot

Breast Cancer

N/A Coca Cola

N/A McDonalds

142 N/A Pepsi Mountain Dew

Coors Wise Cheez Doodles

Victoria Secret

Welches Coca-cola

N/A Mayfield

143 McCormick's pepper

Windex Green Giant Peas

Centrium Silver

Office Depot

Cover Girl

Welch's Grape Juice

Office Dedpot/Coca Cola

Ivory French's Mustard

144 Acura Pepsi Hidden Valley

Reynolds Wrap

Simply Orange

Victoria's Secret

Fanta Coca-Cola

Domino Sugar

McDonald's

145 coca cola

N/A N/A Mercedes

N/A N/A N/8A Coca cola

DOVE PORSCHE

146 N/A IBM Samsung N/A N/A N/A N/A Coca-Cola

N/A Sprint

147 AXE PEPSI N/A Dove Body Wash for MEN

FRESCA SOFT DRINK

VICTORIA'S SECRET

N/A OLD SPICE

N/A N/A

148 coke jello Mt. Dew N/A OJ Roses N/A Beef N/A Cake

149 Zero Old Navy

N/A Quick Silver

Banna Republic

Victoria Secret

N/A Coca Cola

New Balance

Gucci

150 label dove sprtie toyota sunkist victoria secert

na coke soap na

151 n/a n/a n/a n/a n/a Minute Maid Lemonade

n/a Coca Cola

n/a n/a

152 Nike American Eagle

Polo American Eagle

Abercrombie and Fitch

Polo Polo Polo Polo American Eagle

153 Black & Decker

Jet Blue BP N/A Dodge Neon

Pepto Bismal

N/A Red Camel

N/A Yellow Pages

154 Harley Davidson

Coppertone

St. Jude Children's Research

Honda University of TN Knoxville

Breast Cancer Awareness

N/A Coca Cola

Boeing Yellow Pages

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Hospital

155 n/a Ford christmas

n/a ING Direct

n/a n/a Coke n/a Lance Armstrong

156 Hefty American Eagle

Starbucks

Mustang


N/A Chick-fil-a

Dove N/A

157 N/A Pepsi Garnier n/a n/a Body Shop

n/a Coca Cola

Dove n/a

158 AXE Verizon Irish Spring

Cars Tropicana

Victorias Secret

N/A Coke N/A N/A

159 n/a pepsi fedex n/a n/a n/a n/a Coke Dove n/a

160 blackberry

N/A Vichy (as beauty product)

N/A Orange Mattel N/A Coca-cola

Apple Twimings (not sure of the spelling sorry but I meant the tea brand)

161 Logitech IBM Body Shop

KLM Tropicana

N/A London Met

Coca-cola

Kleenex

Sprint

162 n/a pepsi moutain dew

pepsi crush n/a smuckers

heinz n/a n/a

163 Green & Black Chocolates

BA 7 up Audi Orange Mobile

Breast Cancer

n/a Coke Apple Hertz

164 Nike N/A Starbucks Coffee

Renault Orange Jennyfer N/A Levis Marlboro

Mc Donnalds

165 northface

polo na na na na na gap na na

166 Microsoft

HP BP Mercedes

Orange Barbie yahoo OTTO Dr.Pepper

Lamborghini

167 Kamen Rider

Sega Microsoft

Sony N/A N/A N/A Super Sentai

N/A N/A

168 nike blue cross blue shield

n/a lowe's home depot

victoria secret

babies r us

wells fargo

n/a mcdonald's

169 N/A Pepsi 7-Up Diet Coke

Sunkist Pepto Bismal

N/A Coca Cola

N/A Sprite

170 Michelin

IBM Skoda N/A Orange N/A N/A Cocacola

Nike Yellow pages

171 mercedes

pepsi TBS twinings

Orange vanish (French brand of detergent)

Cadbury Coca Cola

Dove M&M's

Page 131

172 samsung galaxy (mobile phone)

dominoes pizza

n/a n/a barrs irn bru

nivea deodrant

thomas sabo (bracelet)

coca cola

colgate toothpaste

n/a

173 COCA COLA

Proctor and Gamble

LIZ CLAIBORNE

CHARMIN

TROPICANA

TARGET SHEETS

SKILCRAFT

OCEAN SPRAY

DOVE BOUNCE

174 Porsche AT&T Giant Food

Centrum

ING Bank

Komen Cancer Fund

Team in Training Lymphoma Society

American Heart Association

Dove Livestrong

175 Coke Pepsi Sprite Diet Coke

Sunkist NA NA Coke Classic

Dove NA

176 black and decker

Cisco miracle grow

marlboro

tropicana dannon sharpie BIC microsoft

chiquita

177 Black & Decker

IBM Turbotax Pontiac Black & Decker

Mr. Bubble

Crown Royal

Coca-Cola

Dove N/A

178 NA NOKIA NA NA ORANGE

NA NA SOCIETE GENERALE

NA ORANGINA

179 Under Armour

Pepsi Ben and Jerry's

Mercedes

Sunkist Mattel/Barbie

n/a McDonalds

Dove n/a

180 N/A N/A N/A N/A Hugo Boss

Pink Ribbon

London Metropolitan University

Red Bull

N/A N/A

181 Blackberry

Pespi The Body Shop

Apple Orange Barbie Milka The Red Cross

Dove The Yellow Pages

182 Giorgio Armani

Bjorg Lacoste Stella McCartney

Orange Pimkie Swatch H&M Apple Selfridges

183 Coke Pepsi Skoda Apple Orange T-Mobile

N/A Coke Apple N/A

184 N/A IBM John Deer

N/A Home Depot

Breast Cancer Awareness

N/A Coca Cola

Dove Caterpillar

185 Jack Black

ATT N/A AmEx Mercer Susan B. Komen

grape jelly, Kroger

Coke N/A N/A

186 N/A N/A N/A N/A N/A THE CANCER PRODUCTS

N/A N/A N/A N/A

187 apple pepsi 7up n/a n/a n/a n/a n/a dove n/a

188 Express American Eagle

Bath & Body Works

Apple ATT Victorias Secret

NA NA Sephora

Best Buy

Page 132

189 Dell Apple (my i-pod is this color)

Nintendo (Magen's new DS is this color)

Red Bull

Huddle House

Susan G. Komen (foundation-not brand) everything!

? Coca Cola

Dove Dial (Soap)

190 Axe Downy Irish Spring

Tag Heuer

ING N/A N/A Coca Cola

Windex

N/A

191 Dell Dell Apple Apple Na Apple Apple Apple Apple Na

192 Playstation

converse

xBox rolex Home Depot

Victoria's Secret

tarte Target wii ikea

193 American Express

IBM H&R Block

N/A N/A Yoplait N/A Kool-Aide

N/A DHL

194 N/A American Eagle

N/A Honda Home Depot

Victorias Secret

Bed Bath and Beyond

Target Dove McDonalds

195 Axe Tide Jergens Omni Herbal Essence

Bath and Body

Bath and Body

Levi Bannana Republic

Chiquita

196 Axe johnson and Johnson

n/a n/a Fanta n/a johnson and johnson

coke n/a capri sun

197 Samsung

Windex N/A Dell Dole Victoria's Secret

Bath and Body Works

Kraft Crest Chiquita

198 lush radox sprite n/a n/a n/a n/a coca cola

dove lipton ice tea

199 Coke Zero

Aquafina

Irish Springs

NA Tropicana Orange Juice

Victoria's Secret

Claire's Coca Cola

Dove NA

200 N/A N/A N/A Nissan University of Texas

N/A N/A Coca Cola

N/A N/A

201 na na na na na na na Coke na Best Buy

202 Coke Zero

Pepsi N/A Coors Light

Sunkist Hello Kitty

N/A Coca Cola

Ivory French's

203 Sony RM Oxfam apple orange race for the cure

Aussie coca cola

Apple n/a

204 N/a n/a m&m bmw sunkist barbie n/a coca cola

apple n/a

205 alienware

hp n/a apple n/a evian n/a hsbc n/a twinnings

206 Cadillac Chep N/A N/A N/A Victoria's Secret

N/A Colgate Downy N/A

207 nike RC cola Gum shoes Fanta pepto bismol

clothing big red shirts laundry detergent

208 Express Abercrombie and

Apple Apple Axe Victoria's Secret

American Cancer

Coca-Cola

Dove Minute Maid

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Fitch Society

209 coke jergens greenworks (cleaning products)

hyundai (color of my car)

orange (cleaner)

lady spirit (? - deodorant?)

kotex coke dove yellawood

210 n/a microsoft

n/a mercedes

orange julius

juicy couture

n/a chick-fil-a

n/a n/a

211 N/A Head and Shoulders

Irish Spring

N/A N/A N/A N/A N/A N/A N/A

212 N/A Aqua Velva

N/A N/A N/A N/A N/A N/A N/A N/A

213 N/A N/A Mountain Dew

N/A N/A N/A N/A Coca-Cola

N/A N/A

214 Arbonne Pepsi N/A Diet Coke

N/A Mary Kay

N/A Coke Apple N/A

215 revlon mascara

not your daughters jeans

biofreeze pain relieving gel

ceramic tools hair comb

Sunkist dove soap

jilbe're de paris hair rollers

riveting reds color replenishing shampoo

crest toothpaste

yankee candle

216 BMW N/A N/A N/A ING N/A N/A N/A N/A N/A

217 blackberry

n/a n/a honda at&t victoria's secret

n/a chick fila

apple computer

mcdonalds

218 Apple pepsi Publix n/a minute maid

n/a claire's coca-cola

n/a Gatorade

219 fila n/a mapco n/a fanta hello kitty

n/a chic-fil-a

n/a n/a

220 Puma Leslie's Pools

Aveda N/A that yogurt smoothie place

Victoria's Secret

N/A Coca-Cola

N/A Suntrust

221 monster drinks

pepsi mountain dew

diet coke

na victoria secrets

na na dove soap

juicy fruit gum

222 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a

223 Pepsi Lowes Body Shop

Macys Home Depot

Victoria Secret

JcPenney

Coca Cola

Target Best Buy

224 N/A Geico N/A N/A N/A Victorias secret

N/A N/A N/A N/A

225 NA NA Whole Foods

NA NA Hello Kitty

NA Coke Apple NA

226 N/a N/a N/a Apple N/a Victoria N/a Red bull Apple N/a

227 nike powerade

the body shop

apple n/a victorias secret

n/a n/a sephora

national geographic

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228 Axe Downey Irish Spring

N/A Sunkist Victoria's Secret

Victoria's Secret

Coca Cola

Dove Joy

229 Axe Oreo Turtle Wax

N/A Tropicana

Victoria Secret

Kotex Campbell's Soup

N/A Pledge

230 tux sky hybrid dollar crush flamingo rain rover album Saturn

231 n/a delta natural jareds n/a macys n/a red cross

n/a n/a

232 Blackberry

Sky Garnier Gillette Neutrogena

Barbie Ribena Virgin Dove Yellow Pages

233 Bang & Olufsen

Fazer Guinness N/A Fanta Hubba Bubba

Silk Cut Coca Cola

N/A Orangina

234 Coca Cola Zero

Pepsi Body Shop

Coca Cola Light

Jaffa Muumi limu

Muumi metsämarja limu

Coca Cola

Pentik Alepa

235 coca-cola

Fazer Body Shop

Nokia Orange N/A N/A coca-cola

Apple Lush

236 First Direct

na Body Shop

na Orange phones etc

na Silk Cut cigarettes

Virgin na Yell

237 axe dove garnier fructis

N/A N/A victoria secret

N/A coca-cola

apple N/a

238 Dove for Men

Nivia Bissell Puma Rachel Ray Cookware

NA NA Bath and Body Works

Apple NA

239 n/a Old Navy

n/a Silver jeans

n/a Victoria's Secret

Purple Haze Beer

Gap n/a n/a

240 Porsche Samsung

Land Rover

Centrum

Easyjet Cancer Charity

n/a coca-cola

dove yellow tail

241 na pepsi sprite coors crush double bubble

na coke charmin

mello yellow

27. For the brand questions, did you ... (please mark all that apply)

Respondent #

Response

1 google!

2 spouse

3 Guess

4 Guessed for several.

5 friends

6 friends

7 Google

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8 Didnt use another source, just guessed on the ones I didnt know

9 I wouldn't have got Louis Vitton, but saw the LV in picture

10 I had a difficult time answering

11 sister

12 son

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Appendix G: Survey Objectives Analysis Sheet

Objectives Analyse

1. Gain insight into the world of

brand creation, maintenance, and expiration.

• COMPLETED THROUGH LITERATURE REVIEWS

2. Investigate correlations

between the design of a brand and how it affects consumer-‐purchasing habits.

General Statements … (design of brand) – #31

• General Statements … (ALL 8 – products only) – #31 • Favourite (& Least) Brand Colour – #16

3. Examine the sensory features of

brand design.

• Top 5 colours listed for each – #15 (Other Sheet) • Favourite (& Least) Brand Colour – #16 • Logos (ALL 5) – #17-‐21 • Brand Packaging (ALL 5) – #22-‐26 • Difficult/Easy Brand Questions – #27 • Overall, brand recognition difficulty … (ALL 3) – #28-‐30

4. Identify consumer-‐purchasing habits/trends in the UK and US.

• I have heard … (ALL 3) – #9, 11, 13 • I have purchased … (ALL 3) – #10, 12, 14 • Opinions Changed … (ALL 8) – #32 • How often … (ALL 3) – #8 • General Statements … (ALL 8 – products only) – #31 versus

Currently Living – #3

Demographic Information

• Marketing Professional – #6 • Field of Marketing … (Including Other) – #7 • Age – #2 • Currently Living – #3 • Where Born – #4 • Most of Life – #5

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Appendix H: Survey Demographic Charts

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Appendix I: Graphs Mentioned – Quantitative Analysis

Chart 1: Design of brand … mood I am in.

Chart 2: Design of brand … colours of the product.

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Chart 3: Design of brand … design of the product.

Chart 4: Design of brand … amount the product costs.

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Chart 5: Design of brand … warranty available for the product.

Chart 6: Design of brand … reviews from other sources.

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Chart 7: Design of brand … time I have to purchase the product (time allowed to spend

in store).

Chart 8: Design of brand … time I have to purchase the product (limited time offer

items).

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Chart 9: Design of brand … colour of favourite brand.

Chart 10: Design of brand … colour of least favourite brand.

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Chart 11: Favourite (and Least) Brand Colours

Chart 12: Whose logo am I? – Bacardi

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Chart 13: Whose logo am I? – Google Chrome

Chart 14: Whose logo am I? – McDonalds

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Chart 15: Whose logo am I? – Vodaphone

Chart 16: Whose logo am I? – Xerox

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Chart 17: Which brand am I? – Hummer

Chart 18: Which brand am I? – Jean-‐Paul Gaultier

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Chart 19: Which brand am I? – Converse

Chart 20: Which brand am I? – Apple

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Chart 21: Which brand am I? – Louis Vuitton

Chart 22: Use of Additional Resources

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Chart 23: Difficulty Thinking of a Colour

Chart 24: Difficulty Matching Logo with Brand

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Chart 25: Difficulty Matching Packaging with Brand

Chart 26: I have heard of this brand … computer systems.

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Chart 27: I have purchased this brand … computer systems.

Chart 28: I have heard of this brand … soft drinks.

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Chart 29: I have purchased this brand … soft drinks.

Chart 30: I have heard of this brand … hygiene products.

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Chart 31: I have purchased this brand … hygiene products.

Chart 32: Purchasing Habits

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Chart 33: Has your opinion changed on a product or brand?

Chart 34: Currently living … mood I am in.

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Chart 35: Currently living … colours of the product.

Chart 36: Currently living … design of the product.

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Chart 37: Currently living … amount the product costs.

Chart 38: Currently living … warranty available for the product.

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Chart 39: Currently living … reviews from other sources.

Chart 40: Currently living … time I have to purchase the product (time allowed to spend

in store).

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Chart 41: Currently living … time I have to purchase the product (limited time offer

items).