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Brand Navigationsm
A qualitative exploration of brand equity
© Research International 2003
3
What is Brand Navigationsm ?
A philosophy to provide an holistic and detailed
understanding of consumer relationships with
brands and the resulting brand equity
A “sister” to Equity Enginesm
Equity Enginesm quantifies the relative strength
of brands and the underlying drivers of brand
equity
4
What is brand equity?
An understanding of the
overall strength of a brand
in terms of its emotional and functional
benefits as
perceived by the consumer
5
Awareness
Familiarity
Affinity Performance
Equity
Components of brand equity
6
Affinity versus performance
Coherence is essential between...
Emotional and functional dimensions
Codes and signs
Current image and heritage (core values)
Qualitative analysis
Semiotics
7
Heritage
Trust
Innovation
Authority
Identification
Approval
Affinity
Affinity: authority
8
Authority: heritage, trust, innovation
9
Weight of years
Versus
Beware of ‘fake’ heritage: founder myths need
substance
Authority - Heritage
Experience
10
«technical»
brand has a
know-how
proved itself
Personal
experience
« Peers’»
experience
«cold» Trust «warm» Trust
Authority - Trust
Corporate Trust
Expertise and
Performance
Trust
Relationship
Trust Ethical Trust
11
Authority - Innovation
Dynamism
Research &
Technology
Speed Creativity
Useful Trivial
Evolution Revolution
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Affinity: identification
Bonding
Caring
Nostalgia
Authority
Identification
Approval
Affinity
13
Identification - bonding, caring, nostalgia
14
Ubiquity Respectful/
Attentive Transparent
Makes things
easier
Bonding
Relational
Identification - Bonding
15
Guardian Angel Active audience
Caring
Softness/ Reassurance
«I understand you»
Identification - Caring
16
Attractiveness A sense of ritualisation
Nostalgia
Breaking away
Regression Sensory Tribal
Identification - Nostalgia
17
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Affinity
Affinity: approval
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Approval - prestige, acceptability, endorsement
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Exclusivity Knowledge
Prestige
History
• Refinement
• Quality
• Elegance
Approval - Prestige
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Social Neutrality
Conventional, conformist
Politically correct
Acceptability
Reassurance
Know-how
Expertise
No Social risk No Technical risk
Approval - Acceptability
21
Status Personal standards
Endorsement
Distinctiveness
Oute
r
Versus
Inner
Brand as
a «badge»
Approval - Endorsement
Outer = Status & distinct
Inner = Personal
22
Approaches to understanding affinity
Prestige
Acceptability
Endorsement
Bonding
Caring
Nostalgia
Heritage
Trust
Innovation
Au
tho
rity
Brand personality
User personality
Core symbolic values
Brand social
Personality
23
Authority - approaches to understanding core
symbolic values
In depth interviews with client stakeholders
Company - Brand relationships
Projective techniques in creative group sessions with
consumers:
Genealogy/Family tree
Personification of the «Founding Father» & family
Obituary/Reincarnation
Description of the Company Board of Directors
Time Capsule
Secret Development Room
BrandSight Gallerysm I
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Identification - approaches to understanding brand
and user personality
Personification
Analogies
Collage
Visit to the factory
Planet game
BrandSight Gallerysm II
Personification
Collage
Role playing
BrandSight Gallery II
Brand Personality User
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Approval - approaches to understanding brand
social personality
Brand party/
game Role playing
War of
brands Shopping
basket...
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Awareness
Familiarity
Affinity Performance
Equity
Understanding performance
27
Approaches to understanding performance
Free associations
Product mapping/sorting
Product’s recipe
Similarities/Dissimilarities
Consumer needs in the broadest sense
Laddering (benefit networking)
Maslow’s hierarchy of needs
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The interaction of:
The «objective» Brand
The residual impression left
in the consumer’s mind, of the
ideas, images and messages
that
have been projected at the
consumer
The «subjective» Brand
Self-directed
feelings and attitudes
which come to mind
when the consumer
thinks about the brand
Understanding both sides of the consumer brand
relationship
Consumers’ Attitudes Brand’s Attitudes
29
Approaches to understanding brand-consumer
relationships
Brand Families
Relationships
30
Colgate
Pepsi
Mc Donalds
Burger King
Microsoft
Avis
American Express
Levi’s
Harley Davidson
Apple
Gillette
Nike
Emotional
Task Orientated
Superficial Intense
Casual acquaintances
Childhood
Buddies
Co-workers Casual acquaintances
Master - Slave
Siblings
Close friends
Best friends
Father & son
Team-mates
Business rivals
Opposing negotiations
Relationship model of brands
31
Benefits of the approach
A toolbox of techniques to provide a deep and comprehensive
understanding of brands and their equity
Provides an easily understood map of brands in the market
Generates a model to give direction to where the brand should
go
In the context of extensive global knowledge and
understanding of brands and how they work
Some examples of outputs
Heinz Big Soup
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Long standing reputation
and leadership
Trust
Innovation
From the Heinz stable so longstanding
reliability
The only or generic big soup
Again, trust in Heinz per se. Current and
past experience of HBS has always been
positive/positive expectations in non users
Evolutionary innovation a facet of Heinz, the
parent. HBS has fallen behind: it has
become a bit forgotten
The Model
Brand Navigationsm
Heritage
Trust
Innovation
Au
tho
rity
The brand as something one
can trust or rely on
Leading edge, at the forefront
of new development
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Heinz is a friend/soup has very positive,
warm values. HBS take from both of
these as well as having a clear offer of its
own
The product and pack format fit modern
lifestyle needs: convenience, range of
usage occasions, “real food”
Personal memories of Heinz are positive -
always used at least some of their
products. Non controversial brand:
prepared to use others within the stable
The Model
Brand Navigationsm
Brand with which the
consumer feels comfortable
emotionally
Understanding the consumer
as an individual, knows what
he/she needs
Associated with happy
personal memories
Bonding
Caring
Nostalgia
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The Model
Brand Navigationsm
Mainstream and approachable.
Ubiquitous. Comfortable rather than
aspirational as per parent brand
Its presence in any kitchen would not be
questioned
User image is everyone so why not me
and mine?
Prestige
Acceptability
Endorsement
Upmarket, upscale or Upmarket, upscale or premium premium
Seen as a ‘good choice’ by Seen as a ‘good choice’ by peers peers
Used or approved by experts Used or approved by experts or ‘people I respect’ or ‘people I respect’
Slendertone
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Slendertone – Brand Navigationsm
AUTHORITY
Heritage
Slendertone is the only spontaneously identifiable brand within the
EMS category and is therefore the generic name for this type of equipment.
Many identified that Slendertone had been on the market for at least 25 years
(some said longer) and this sense of long standing heritage in a (perceived)
fickle market added a sense of credibility to the brand.
“Slendertone’s been around for years” (Female Non-User London)
“They’re a reputable company with a wide range of products”
(Male Non-User London)
Some respondents questioned the birth of Slendertone and concluded that
“Maybe it was developed out of physiotherapy or sports injury”
(Female Non-User London)
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This unknown stem of creation is not a spontaneous thought in the consumer mind,
although lack of understanding relating to the invention or birth of EMS (for which
Slendertone is the generic) tends to fuel the feeling of scepticism and questions the
overall credibility of the product.
A small minority of respondents made references to TENS machines and the medical
profession which are extremely positive in creating both product credibility and trust in
the brand name. An inherent sense that Slendertone know what they are doing is clear
but there is a need to enhance the level of consumer identification through clearer
understanding of exactly how the product works.
This ‘medical’ tone to the brand could be further exploited although care would need to
be taken to retain the ‘warmth’ which is also present in the sense of the consumer belief
that Slendertone cares for them through a genuine desire to help them with their
aspiration for a firmer, more attractive body.
“Slendertone understand our problems” (Female User London)
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The majority of respondents imagined that Slendertone was an American brand because
of the connection between the American culture and its relationship with the fitness field.
“Its got to be from California because it sounds like an American name…It
sounds American from someone involved in gyms” (Male Non-User London)
“Americans started it as a gimmicky quick fix or those already involved in
exercise” (Female Non-User London)
There appears to be very limited knowledge of the Slendertone brand prior to the launch
of the Flex product even though people perceive that the brand has been in existence for
at least 25 years.
“I knew they were around and then they went very quiet” (Female User London)
“In the early days Slendertone had a bad name because of bad experiences
but it has stood the test of time” (Male Non-User London)
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Trust
There is a fairly consistent level of scepticism surrounding EMS products in general,
especially amongst men. However, because Slendertone is the one brand with any level
of consumer identification it does have a relatively high level of trust from non-users in
terms of believability.
‘Clinical Proof’ is a frustrating term to some as there is no solid or ‘real’ explanation as
to what this phrase actually means. It is almost as if clinical proof is too anonymous and
impersonal for such a sensitive issue as body toning, whereas respondents crave ‘real’
and tangible proof of the product’s performance. In any case the advertising and other
communications do not explain or justify the clinical proof and we do feel that the
perceived veracity of the overall product claims would be enhanced if such explanation
or justification could be added.
The tone and imagery used on previous advertisements is something that equates to ‘a
dodgy product’ for many consumers.
“The brand doesn’t get any backing from the adverts” (Female Non-User London)
RIO - Global Branding
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“It is status symbol but anyone can have it …”
Italy
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Master
Brands
Unique, Authentic
Coca-Cola is the leader and the rest are
imitators”, Chile
Levi’s It is about being authentic, being
yourself, Greece
Nostalgia
“ever since you are a child, you are taught
that the TV set has to be a Sony, which was
the one my grandmother and my mother
used to have” Colombia
Transcended origin
“I grew up with Coca Cola, it is so close to
me now that I don’t even think that it is an
American brand.”
Universal/ individual
Coca-Cola is for everyone” gives a feeling
of universality and at the same time
considers everyone’s individuality Mexico
“Coca Cola It is what it says it is, ‘Always’:
for all ages, for all kinds of people, for all
seasons, for all moments, Greece
“if I wear Nike there is no need to say
anything,
‘I’ve got friends in India and they talk
the same way about Levi’s…it’s about
finding out what you have in common’
UK
Bonding
Sony is really cool, hip and outgoing. I
believe it is my best friend. I play it, listen to
it and enjoy it as much I can.” USA.
“Nike is the town to be. All my friends wear
Nike. What would I be without Nike, USA
‘Just do it reflects Australian mentality’
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“Increase the value of the one who
uses them.”
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Prestige
Brands
Cultural origin
“I bought it because it is Swiss, it is
high quality just like watches, Swiss
means precision and reliability”, Chile
Leadership
A powerful brand is a brand that has the
ability to command respect, Zimbabwe
Highly aspirational
If I could, I would die for a Chanel suit”,
Argentina
“I will give everything to have this car.
BMW. “
“I would love to have a BMW. Can you
imagine? Me in a BMW... Wow!”
Panama
“ I would like to buy a BMW, I like its quality
and design and also it is a prestigious car,I
would be so proud of myself if I ever drive
it…” Turkey
“ When I wear a known brand, I like showing
off. When you look at a person wearing a
known brand it seems like the person is rich
and wealthy. …” Turkey
45
“Trusted, silver medal winners”
“I love my Visa card… I feel I can do just anything, it opens the
doors for you”, Chile
“The highest level of a brand is reached if
it stands for a product category like UHU.”
(Austria) Strong investment in research and development
Brands a little lower in terms of
globalness and affinity people assume
that they are less known/ have less
success at a global level). Silver
medal,
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Super
Brands
46
“Feel Close”
Heritage,
“Nescafé has always been in my home” /
“My mother used to make fudge with
condensed milk Nesté”, Chile
“ As Lipton has a long history in Turkey it has
become like a local brand in our minds and we see
Lipton as a local brand…”. Turkey
Trust
“Nestle, because there is a tradition, that’s
why I identify myself with it, it’s guarantee,
total quality”, Colombia
Nostalgia
“perhaps the first ice-creams at the oratory
were in point of fact Algida’s, who can forget
the Cuore di Panna, Cornetto “the mad
passion” of so many summers” Italy
Feel local
“Vegemite is local even though it is owned
by a multi-national - no other country would
touch it” Australia
“Global locals have Australian ads eg. ‘Heinz
meanz beanz’”
Identification
“they are ours … they are homely,
approachable, close and warm-hearted…
they form part of our history” Italy
Prestige
Acceptability
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
GloCal
Brands
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“Make you feel proud”
Trust
“JC Penney is just satisfied with being who
they are. They’re not trying to go it big
(international).” USA
"They've grown in a good way, without
crushing anyone" Belgium
Acceptability
This group of local brands tend to attract
young ‘go-getters’ (e.g. directors of black
owned companies, young black
entrepreneurs, ‘the nouveaux riches’ etc.)
more and more successfully: “they are
getting there”, SA
Pride
“Tusker is great beer, you can find it even in
America, Kenya
Qantas“It makes me proud and it’s a great
product and a good ambassador for
Australia”
Belgians still make some good things”, It's
also a matter of pride for us"
Put your country on the map
Fosters is from Australia, but I call it global.
More people drink it overseas than they do
here; the same as Guinness for Ireland. It’s
recognisably Australian but for an overseas
market” Australia
‘That is why I am proud off Heineken, they
put our country on the map’ Netherlands
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Ambassador
Brands
48
“Ours”
Heritage
“Local brands represent South Africa
and what it all about”
“Campbell soup is a real American
brand. My mother used it and now I am
using it as well.” USA
Trust
"I tell myself it's not been messed
about with as much, it's less
industrialized" Belgium
They are always there… the products
we use on a daily basis” Kenya
Nostalgia
We grew up with those things. My mother
won’t be wrong feeding me Jungle Oats.
That is what I will be feeding my child for the
next million years’’, SA
Reeb Beer (shanghai local brand)” - its
advertising said Shanghai is the place that I
was born, I drank beer first time, I fell in love
first time, …the forever innocent times”
China
Care
“get to the consumer by his feelings,
understand us better” Argentina
Low prestige
You cannot boast of having a local brand”
Kenya
“
Prestige
Acceptability
Endorsement
Authority
Identification
Approval
Heritage
Trust
Innovation
Bonding
Caring
Nostalgia
Local
Brands
A powerful visual system for exploring
brands
BrandSight Gallerysm
© Research International 2002
50
Adding Value by
making brands
come
alive
51
52
BrandSight Gallerysm
A qualitative and quantitative framework for assessing brands
without people having to put their feelings into words, which
provides an in depth vision of a brand’s core symbolic values
and personality
Validated globally and used in over 30 countries in a wide
range of categories, from packaged goods to financial services
53
Why an image based research tool?
Branding, as a process, focuses more on intangibles than
tangibles
the image, the personality, the quality of the relationship between
brands and consumers
Researching intangibles is hard
verbal questioning tends to elicit rational, top of mind responses
hence our use or projective techniques in general
“A lot of our knowledge lies so deeply imbedded in our brains that it rarely surfaces.
To get at this ‘hidden knowledge and feelings’ we need more indirect techniques
to get at what people don’t know they know and feel.“
(Jerry Zaltman)
54
And people are different
We do our own, individual categorising of people and things
based on our own experience, knowledge and attitudes
AND, on our innate and hidden prejudices, emotions and all
the things that go into making us what we are
Rational, conscious, obvious 10%?
90%?
Emotional, unconscious, done on auto-pilot,
deep, hidden, deeply personal
55
56
Brand
personality
Brand
- consumer
relationships
Brand
image
Branding issues today
Increasing focus on non-tangible factors
57
The marketing need
Difficult to get into the consumer’s mind
Important to understand:
real, deeper feelings and emotions about brands
that drive consumer choice & behaviour
58
BrandSight Gallerysm
Collections of images
internationally standardised
Used projectively to trigger associations, sensations & feelings
Can be used qualitatively or quantitatively
Two separate collections to reflect different ways in which
brands are expressed
Core Values
Brand Personality
59
K5 K6 K7 K10 K13
BrandSight Gallerysm Core Values
I2
A1
K14
J1
A2
K16
K1
C2
K17
K2
G1
K18
K4
H2
K20
60
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Core Values model
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
61
Rejection
Identification
Static Dynamic
Source: RI case study
Analysing the audio market - Sony
62
Analysing the audio market - Philips
Rejection
Identification
Static Dynamic
Source: RI case study
63
Rejection
Identification
Static Dynamic
Analysing the audio market - Bang & Olufsen
Source: RI case study
64
Validation
- 140 group discussions in 32 countries
Some example outputs
66
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Core Symbolic Values Model: VW
Rejection
Identification
Static Dynamic
K1
J1 K2 K4
I 2
K17 A1 K16
(2) (3) (2) (3) (3)
(1)
(2)
(2) (14) (11)
(8)
(5)
(6)
(1)
(1)
H2
Internal Case Study
(13) (34)
(3) (6)
(2)
(8)
67
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Core Symbolic Values Model : BMW
Rejection
Identification
Static Dynamic
K1
J1 K2 K4
I 2
K17 A1 K16
(2) (4) (2) (1)
(2) (2)
(5)
(1) (3)
(2)
(1)
(2)
(o)
(1)
H2 (3)
(13) (6)
(9) (2)
(2)
(2)
(13) (6)
(9) (2)
(2)
(2)
68
Sincerity
Sophistication Competence
Hopelessness
Unpredictability
Excitement
Innovation
Aggression
K20
A2 K7
K5
K18
K13 K6
C2
K14 K10
G1
Core Values: FTN
Rejection
Identification
Static Dynamic
H2 K1
J1 K2 K4
I 2
K17 A1 K16
(4)
(3)
(3) (2)
(2)
(2) (1)
(1)
(23)
(4)
(1)
(4) (2)
(11) (6) (2)
(6) (5) (23)
(1)
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Discrete forms
Face
Colour
A set of human characteristics associated with a given
brand
Sounds
Age
Personality
Gender
Brand personality
Social class
70
Sincerity
Family
orientated,
Small Town
Genuine,
wholesome,
original
Cheerful,
sociable
Brand personality framework
Excitement
Daring,
trendy,
provocative,
exciting,
Imaginative,
unique
Humorous,
unique
Independent,
witty
Independent,
self reliant,
up to date,
contemporary
Competence
Reliable,
hardworking,
secure
Successful,
leader,
confident
Intelligent,
technical,
corporate
Sophistication
Upper Class,
glamorous,
good looking
Good taste,
Refined culture
Charming,
appealing,
feminine,
smooth
Ruggedness
Outdoorsy,
nature,
masculine
Tough,
rugged,
masculine,
physical power
Nurturing,
supporting,
caring
Purity,
balance,
natural,
mild
Refreshing,
energising,
fresh
and natural
(Japan only)
Support
71
Sophisticated ? Feminine ? Young ? Hard working ? Glamorous ?
Single images don’t work
72
‘Successful’
73
‘Feminine’
74
Outdoorsy, nature, masculine
75
Tough, rugged, masculine, physical power
76
The personality model
Friendly
(convivial,
sociable,
emotional)
Serious
(rational,
technical)
Daring
(assertive, bold)
Calm
(receptive,
secure)
Sharing
(collaborative,
caring,
supportive)
Individualistic
(confident,
independent)
Lively
(spirited, energetic)
Reserved
(controlled, reassuring)
Nurturing, supporting, caring
Tough, rugged, masculine,
physical power
Outdoorsy, nature, masculine
Charming, appealing, feminine, smooth
Upper class, glamorous, good looking
Intelligent, technical, corporate
Successful, leader, confident
Reliable, hardworking, secure Up to date, contemporary
Independent, self reliant
Humorous, witty
Imaginative, unique
Daring, Provocative, Trendy, Exciting
Cheerful, Sociable, Friendly
Genuine, nature, wholesome, original
Family orientated, small town,
average, traditional
Good taste, understated, refined culture
Purity, balance,
natural, mild
77
Successful, leader, confident
Collections are culturally dependent
Asia West, CEE & Latam
78
Broad range of uses
Differentiate the brand meaningfully from competitors
Understand which elements contribute to consumers’
perceptions of the brand personality
Create brand personality traits which are relevant for the target
Optimise communication efforts
79
Validated in 36 countries
Validated
80
Tough, rugged, masculine, physical power
Outdoorsy
Provocative
Hardworking
Technical
Exciting
Daring
Tough
Physical power
Rugged
Masculine
Top 10 positive deviations from
expectation (All countries)
81
Consistent response
Emotional
Rational
Tough
Gentle
Feminine Masculine
Active
Passive
Japan Czech Venezuela
USA
Uruguay UK
Taiwan Spain
Russia Philippines
Norway
Netherlands
Mexico Korea
Hungary
Hong Kong
Greece Germany
Finland Denmark
Colombia China Chile Brazil Austria Australia
Argentina
82
Qual Quant
The benefits of the collections
stimulating and
involving for
respondents
tried and tested
framework
easy to integrate
in ongoing
research
adds insight to verbal
and non verbal
methods
fast to
administer
structures qual
makes quant
richer
and deeper
understand
perceptions
across markets
and subgroups
robust and
comprehensible
outputs
differentiate
brands from
competitors’
tracks brands
over time
Some example outputs
84
9
1
NEW HOUSE
(9) (12)
(30) (19)
Brand Personality Model: VW
Friendly
(convivial,
sociable,
emotional)
Serious
(rational,
technical)
Daring
(assertive, bold)
Calm
(receptive,
secure)
Sharing
(collaborative,
caring,
supportive)
Individualistic
(confident,
independent)
Lively
(spirited, energetic)
Reserved
(controlled, reassuring)
Nurturing, supporting, caring
Tough, rugged, masculine,
physical power
Outdoorsy, nature, masculine
Charming, appealing, feminine, smooth
Upper class, glamorous, good looking
Intelligent, technical, corporate
Successful, leader, confident
Reliable, hardworking, secure Up to date, contemporary
Independent, self reliant
Humorous, witty
Imaginative, unique
Daring, Provocative, Trendy, Exciting
Cheerful, Sociable, Friendly
Genuine, nature, wholesome, original
Family orientated, small town,
average, traditional
Good taste, understated, refined culture
Purity, balance,
natural, mild
(1)
(5)
(3) (16)
(2) (1)
(4)
(4)
(5) (2)
(1)
(3)
(o)
(11)
(2)
(5) (8)
(9) (12)
(30) (19)
Thumbnails of visuals in original
85
Brand Personality Model : BMW
Friendly
(convivial,
sociable,
emotional)
Serious
(rational,
technical)
Daring
(assertive, bold)
Calm
(receptive,
secure)
Sharing
(collaborative,
caring,
supportive)
Individualistic
(confident,
independent)
Lively
(spirited, energetic)
Reserved
(controlled, reassuring)
Nurturing, supporting, caring
Tough, rugged, masculine,
physical power
Outdoorsy, nature, masculine
Charming, appealing, feminine, smooth
Upper class, glamorous, good looking
Intelligent, technical, corporate
Successful, leader, confident
Reliable, hardworking, secure Up to date, contemporary
Independent, self reliant
Humorous, witty
Imaginative, unique
Daring, Provocative, Trendy, Exciting
Cheerful, Sociable, Friendly
Genuine, nature, wholesome, original
Family orientated, small town,
average, traditional
Good taste, understated, refined culture
Purity, balance,
natural, mild
(2) (1)
(6) (5)
(15)
(4) (10)
(0) (3)
(5) (35)
8
12
(0) (3)
(5) (35)
86
Brand personality: FTN
Friendly
(convivial,
sociable,
emotional)
Serious
(rational,
technical)
Daring
(assertive, bold)
Calm
(receptive,
secure)
Sharing
(collaborative,
caring,
supportive)
Individualistic
(confident,
independent)
Lively
(spirited, energetic)
Reserved
(controlled, reassuring)
Nurturing, supporting, caring
Tough, rugged, masculine,
physical power
Outdoorsy, nature, masculine
Charming, appealing, feminine, smooth
Upper class, glamorous, good looking
Intelligent, technical, corporate
Successful, leader, confident
Reliable, hardworking, secure Up to date, contemporary
Independent, self reliant
Humorous, witty
Imaginative, unique
Daring, Provocative, Trendy, Exciting
Cheerful, Sociable, Friendly
Genuine, nature, wholesome, original
Family orientated, small town,
average, traditional
Good taste, understated, refined culture
Purity, balance,
natural, mild (1)
(3) (2)
(9)
(21) (20)
(7)
(2)
(5) (0)
(3) (59) (2)
87
Adding Value by
making brands
come
alive
88