Exploringbrandperson Case 120325005735 Phpapp02

7/30/2019 Exploringbrandperson Case 120325005735 Phpapp02

1/37


2/37


3/37


4/37


5/37

Proud of her possessions most beautiful

house

Has strong opinions Italians are best.


6/37

Likes being praised from others

Sacrificing nature

Compassionate

Cherishes her relationships

Her world is small


7/37

Affective relationship is high

Has strong opinions about brands she uses

Brand loyalty is high

Mostly talks about brands of products used

by a typical home maker

Believes in message conveyed by the

brand


8/37

Buys the best brands

May switch brands only if functional

benefits are substantial


9/37


10/37

Self disciplined

An under-achiever

Responsible and caring

Aspiring and youthful

Self centred and alone

Unsure and undecided of long term

perspectives in life


11/37

Strong association with ex-spouse and

mother

Influenced by close personalities

Looks for solace and is gullible in

relationships

Professional and keeps to herself at work

environments


12/37

Brand associations vary widely across

product categories.

Indifferent to brands used for general

domestic purpose.

High level of loyalty to personal brands

Not a frequent switcher and early adapter.

Uses brands mostly out of habit andhistory.


13/37


14/37

In the process of Identity formation.

Outgoing and people oriented.

Self assured and confident.

Honest and true to self.

Ideological and stands for issues.


15/37

Strongly related to her parents and roots.

Bonds with friends of past and present.

Looks for long term relationships

Faithful and Loyal


16/37

Often proud of her brand associations.

Exhibits loyalty across the brand family.

A stickler to brands and maintains

consistency.

A systematic variant selector

Open to using new brands if sees

functional benefits. Driven by cognitive and affective beliefs

with right balance.


17/37

Can you think of ways to summarize and

describe these relationships in ways that

might be managerially useful?


18/37

Jean buys some Brands like Rever WareStainless Steel and Pastene tomatoes fortheir functional value

Philip Berio Olive oil & Progress Bread

crumbs are bought due to emotional valueElectrolux vacuum cleaner is bought

because of her Belief that it is the bestKaren Uses Mary Kay and Dove due to

Sensory valueVicki uses Opium because people notice

her and it provides social value


19/37

Emotional

Epistemic

Sensory

Functional

Beliefs

Social


20/37

Which brand relationships in the case

would you describe as especially strong

and enduring? What makes you describe

these as "strong"? If you wanted to

measure the strength or quality of a brand

relationship, what questions would you ask

the consumer?


21/37

Emotional Relationships with ProgressoBread crumbs and vinegar.

Strong Belief in Electrolux vacuum cleaner

and FridgeidaireMary Kay because it makes her feel

youngerDove because of it is good for skinOpium because of the notice she gets Intimate Musk because of the fragrance

and her love for flowers


22/37

Behavioral LoyaltyWhich brand do you usually buy ?

Which brand did you use last time ?

Which brand do you currently possess ?

Which brands do you consider buying?

Which brand will you buy next time ?

Brand SubstitutabilityWhich brand did you buy last time?If the brand had not been available, what would

you have done?


23/37

Why do some relationships decline and

dissolve while others intensify and endure?


24/37

Functional relationships decline if a better

substitute is available. Emotional

relationships may decline due to certain

life experience.

Relationships intensify when the

dependence on brand increases. Symbolic

beliefs also strengthen the relationship.


25/37


26/37

Interdependence

Self concept connection

Commitment

Love/passion

Intimacy

Perceived Partner quality


27/37


28/37

She has a strong sense of brand loyaltyespecially in the cases where she feels she isbuying a superior product and getting her

moneys worth. She is satisfied and does notmind paying more for the brand owing to itsquality.

Thus Jean does not in any way disturb thetraditional views of loyalty, customersatisfaction and brand equity


29/37


30/37

Whilst Vicki is brand conscious on one

hand she is particular about the brands

she uses on the other hand she is a variety

seeker.Yet she is loyal towards all the brands

Thus Vicki does not in anyway disturb thetraditional concepts of brand equity,

customer satisfaction and brand loyalty


31/37

Jean

Pastene tomatoes

Jean will definitely continue to use this product in the next 5 years, since it

satisfies all the 3 values of Central, Expressive and Functional

Central Value Expressivevalue

Functional

I always buy this

brand, it is the

best

The others use

rotten tomatoes

They use the best

sauce you can tell

The tomatoes

used are perfect

and the best


32/37

Vicki

Mary Kay

She will definitely continue to use this product in the next 5 years, since it satisfies

all the 3 values of Central, Expressive and Functional


Functional

It is really made

for me

The thought of

not having it

makes me

nervous

I depend on it

more and need it

more

It keeps me

younger


33/37

Jean

Frigidaire

Jean will definitely continue to use this product in the next 5 years, since it

satisfies all the 3 values of Central, Expressive and Functional


Functional

I always buy this

brand, it is the

best

The others use

rotten tomatoes

They use the best

sauce you can tell

The tomatoes

used are perfect

and the best


34/37

I always

buy this brand,

it is the best

They use the best sauce

you can tell

The tomatoes used are perfect and the best

Beliefs and core values

Features &

Attributes

Benefits


35/37

I always

buy this brand,

it is the best

They use the best sauce

you can tell

The tomatoes used are perfect and the best

Jean has a strong

connection with the brand

There is a sense of getting

ones moneys worth with this

product

The product isseen as being the

best


36/37

Choice of brands are strongly influenced

by personality traits and life experiences.


37/37

No one goes to a restaurant because it

promises great food. They go there

because it servesgreat food. Weak brands

promise. Great brands deliver.

Documents

Exploringbrandperson Case 120325005735 Phpapp02