BRAND PERSONAL RELATIONSHIP
Group 3Submitted by:Ken Sekhar FT13141 Garima Yadav FT13220Abhishek Sharma FT13300 Jeewant Singh Gupta FT13340Vaishnavi Shrikhande FT13384Lathish Venugopal FT13435
Personality Sketch- Jean
• 59-years old Italian, married, working as a barmaid• Middle-class, large family(extended)
Personality Sketch Brand AssociationsHard-working/ Honesty/ Integrity High Quality/Best – Revere ware, Pastene
tomatoes, Philip Berio olive oil, Progresso vinegar, Bounty paper, Jenn-Air, Electrolux, Tide
Homely/ family oriented/ Compassionate Family associations – Estee Lauder, Team cereal, Jell-O-pudding, Bunny yummies
Confined to her comfort zone Established Brands- Frigidaire, General Electric,
Traditional Personalized Service- Boar’s head from Gloria market, Chem-Dry, Benjamin and Moore
Independent/ Confident Deserves – Shimmer Light shampoo, SkippyNeeds association/affiliation DeMoulas Cleanliness/Hygiene Hygiene – Tide, Aussie Miracle shampoo,
Comet sink cleaner, Kohler
Personality Sketch- Karen
• 39-years old, divorcee, working as a office manager• Middle-class, 2 children, busy and hectic lifestyle
Personality Sketch Brand AssociationsConfused Indifferent towards most brands – thinks
big brands are all alike, Mop and Glo, Pamolive (used from influence of others)
Seeking companionship Companionship- Reebok, Coke
Prefers simplicity, time saving activities Convenient buyer- Success rice, Tide(on display basis)
Penurious On Sale/Coupons – Detergents, Dish washing liquid,
Conscious about her appearance Strong association – Mary Kay, DoveLoyal Gatorade, Ban
Personality Sketch- Vicki
• 23-years old, single, student
Personality Sketch Brand AssociationsLoyal/ committed Loyal – Ivory, Crest, Intimate musk, Opium,
Soft n Dry,
Feminine/ Wholesome/ Purity Pure – Ivory, Victoria’s secret,
Prefers Brands which reflect her personality Aveda Elixir, Aromatics Mint, Rosemary shampoo
Cleanliness Crest
Brands used
Life stories of our three informants. Relationships with the brands they
know and use. Connections formed between
consumers and their closely-held brands.
Are these connections specific to individual brands, or can patterns be identified across brands in a given consumer's portfolio?
Are Jean’s brand relationships different from Karen’s or Vicki’s? Whose brand relationships are strongest? Why?
Life Story Analysis And Brand Relationships- JEAN
Life story
Tensions in personal life, a troubled childhood, Given a
step motherly treatment etc.
Needs to be affiliated to a group. The need for
affiliation is strong. Willing to not use her material
possessions (jewelry, fur coat etc.) in order to remain
accepted within her group.
She is motivated to meet the same people every day. She feels that she is well known
amongst her peer group and values her “extended” family.
She is happy in her life and is not receptive to change. Tends to hold onto the
“things” she has attained. Works hard for the things she likes, preserves them well and
is materialistic.
Relationships
Very particular about the products that define her forte- cooking and housekeeping. Is
critical in analyzing these products and has formed a
close association.
One common thread running through the brand set she
uses- these are all well known brands. She doesn’t want to “experiment” and spend on something that is absolutely
new. In a sense, it is inline with her affinity to “certainty”
Has worked hard for her “things” and expects her stuff to be as long-lasting and “hard working” as she herself is. Eg. She states that things made in
the older days lasted longer. GE iron.
Yes, Jean has a close relationship and association with the Brands she uses. She is a hard working woman, strong by Nature, has seen lots of ups and downs in life and likes a life of certainty.
Similarly, the brands she uses have had a proven track record, are known for long-lasting products and are not necessarily the “economical” substitutes.
Life Story Analysis And Brand Relationships- KAREN
Life story
Experiencing mid-life crisis. Has a very fast paced
lifestyle.
Facing conflicts of interests between her self-interests
and her kids interests
Her motivation to look younger than others of her
age is a strong . Lives a structured and disciplined
life- manages time for herself
Seeks companionship, reflects back on the life she has seen and wants to give
her children what she could not get. Has
budgetary constraints
Relationships
Is on the lookout for products that make her look younger. Mary-Kay. Also looks out for
products and brands that can help her fast paced- lifestyle.
Her Reebok shoes and her resistance to give up Coke are
strong determinants of her holding onto things and
memories.
She trusts the experts (gatorade), usually chooses generic products that are
cheaper (detergents) and at the same time, she is particular
about the products that matter to her specifically.
We believe that Karen leads a fast paced life-style and is probably facing a mid-life crisis. She wants to give her children the best of opportunities. She is also very particular about her make-up stuff.
She has a close association with the brands she has been using since childhood and the ones that have been suggested to her by her mother and other important people in her life.
She is also confused for a major part of her life and usually picks the alternatives that are cheaper and fit the “need of the day” the best.
Life Story Analysis And Brand Relationships- VICKI
Life story
Conflict between dependence and
independence. She also consulted a career
couselor- confused about her future path.
Very strong views which she is not ready to
compromise on. Committed to friends and people she likes. The same resonates in the brands she
picks.
Is very aware about her feminine nature- flowery fragrances and bedsheets etc. Simplicity and purity
define her.
Semi-dependent on her parents, likes her family, is OK with the idea of putting
up with her parents for some time to save up for
her own place.
Relationships
In certain sense she is a variety seeker, but is very particular
about the brands she uses. Has a huge brand set,
Associates herself with ivory (simple and pure), elixir (scent) and other products that have anything to do with flowery
fragrances.
For most of the brands she uses, she has been a long standing user. She has stuck to brands
and practices loyalty and strong affiliation in her real life as well
Yes, Vicki has a strong relationship with the brands she uses. She identifies herself with the brands she uses. She sees herself as being pure and simple and makes sure that it reflects in the brands she uses. Known as the “ivory” girl.
She has a thing for scents and these days, she is mostly into flowery scents. She is a strongly committed person in real life and this reflects in her attitude towards brands as well.
She is also biased towards the brands she uses. This might also have something to do with “I can do anything for my friends” attitude.
Brand Stories Analysis- Jean
Brand Type of Relationship
Reason for Buying
Jenn-Air Self-expressive- Weak
She just knows about the brand and is using it because she has heard about it from her peer group
Fridgeidaire refrigerator
Functional- Strong
Trust in the company
Electrolux vacuum cleaner
Self-expressive- Strong
Trust in the company
Comet sink cleaner Functional- Strong
Moved to this brand because her old brand malfunctioned and deteriorated
Aussie Miracle shampoo
Functional- Strong
Thinks that it is good for her hair
Tide Detergent Functional- Weak
High functional utility.
General Electric irons Self-expressive and functional
Gifted by someone- still works better than others
Brand Stories Analysis- Jean (continued)
Brand Type and strength of Relationship
Reason for Buying
Rever Ware Stainless Steel Functional- strong Sauce doesn’t burn- gifted on to her daughter also
Pastene Tomatoes Functional- medium Best taste for sauce- ready to use
Hunts Special Sauce Self-expressive- medium
For addition of taste- may or may not use again
Philip Berio Olive Oil Emotional- strong She feels that the taste is better- experiential value
Progresso bread crumbs & vinegar
Emotional- strong They are Italian and she has recently developed an affinity for Italians. Feels like home.
Johnnie’s Foodmaster meat Emotional-strong Likes the taste
Contadian Tomato Paste Self-expressive- Weak
For garnishing and additional taste
Bounty paper towels Functional- Strong Likes this brand because its more renowned.
Brand Type of relationship
Reason for Buying
Detergent:Tide, Cheer, Surf
Functional- Weak
Not able to distinguish between brands.Depend on- Sale, location, display
Success Rice Functional- Strong
Feels it is one-of-a-kind
Comet Functional Weak
Dislikes Ajax because of low performance
Gateway Functional Weak
Preferred over Apple
Joy Functional Weak
Her mother used to use it
Ban Functional Weak
No specific reason
Brand Stories Analysis- Karen
Brand Type of relationship
Reason for Buying
Miracle Whip Functional Weak
No specific reason
Mary Kay Emotional- Strong
Believes it keeps her younger
Dove Self Expressive- Strong
Feels the difference on using Dove and on using any other soap.
Gatorade Emotional- Strong
Likes the taste
Reebok Emotional- Strong
Emotional attachment
Coke Self Expressive- Strong
No specific reason
Brand Stories Analysis- Karen (continued)
Brand Stories Analysis- VickiBrand Type of
RelationshipReason for Buying
Ivory- Soap, Shampoo, Conditioner
Self Expressive- Strong
Wants everyone to associate her with Ivory
Crest- Toothpaste Functional- Weak Suits best for her needs
Soft n dry Self-expressive- Strong
Peer Recognition
Opium Emotional- Strong People notices her
Intimate Musk Emotional- Strong She wants to be smelt like it
Jordache Love Musk Functional- weak Bought during Christmas
Victoria’s Secret,Maidenform, Playtex, Bali
Functional- Strong For different types of use and at different time of the day
Aveda Elixir Emotional- medium Depends on her mood
Strongest Brand Relationship
• Jean’s relationships seem to be the strongest amongst all three
– She has tried and tested the products over a longer period of time as compared to both Karen and Vicki
– Karen is confused about her brands anyway and Vicki has just started developing a taste and affinity for brands.
– Jean has worked hard for each of her possessions and values hers possessions highly. Therefore, she is bound to be more particular and strongly associated with her choice of brands.
Description of pool of brand relationships in ways that might be managerially useful
The relationships can be broadly classified as:
1. Functional – Eg. – Tide for Jean. Managers can use this relationship to build resonance among the customer based on the functional value of the product.
2. Emotional – Eg. – Ban for Karen. Managers should focus on communicating the emotional value associated with the brand.
3. Self-expressive Eg. – Ivory. Manager should focus on communicating independence, confidence associated with the brand.
Strong and Enduring Brand Relationships
Brand Reason
Jean Frigidaire 15 years of reliable usage; customer service par excellence; personal belief- brand is better than competition
Estee Lauder Based on her emotions rather than attribute of the product
Karen Mary Kay Works on both functional and emotional levels: believes it is the secret of your youthful looks
Coke Self imposed restriction to use this over diet variants
Vicki Ivory Uses it because it amplifies her self image
Soft’n Dry Believes that the brand resonates with her image: Vicki smell
Questions to Measure the Strength or Quality of a Brand Relationship
Brand Questions to gauge strength/ quality of brand relationship
Jean Frigidaire Would you still buy/ recommend the product if the price were to be raised?What if the customer service were to be charged?
Estee Lauder Would you still buy/ recommend the product if the price were to be raised?What if your preferred fragrance is taken out of production?
Karen Mary Kay Would you still buy/ recommend the product if the price were to be raised?How often do you recommend Mary Kay to your friends and family?
Coke Would you still buy/ recommend the product if the price were to be raised?Would you switch to a Coke substitute ?
Brand Questions to gauge strength/ quality of brand relationship
Vicki Ivory Would you still buy/ recommend the product if the price were to be raised?What if Ivory changed its positioning?
Soft’n Dry Would you still buy/ recommend the product if the price were to be raised?What if a new brand was available with the same characteristic smell?
Questions to Measure the Strength or Quality of a Brand Relationship (cont.)
Why do some relationships decline and dissolve while others intensify and endure?
Decline:
- New brand with better functionality- Brand (meaning) no longer relevant to changing customer preferences- Brand unavailable
Intensify:
- Corroboration by friends and family- Lives up to the brand promise- Brand resonance with consumer personality
Evolution of High Quality Relationship with Time:
A high quality relationship develops when the personality of the customer matches that of the brand. The customer expresses high brand salience and affiliates himself with the brand leading to brand resonance.
Eventually, a close-net loyal relationship is evolved. Eg. – Jean uses the brand Frigidaire because she is:
• Traditional – Thus values the long established brands• Likes high quality – The product expresses high quality with good
customer service.
Have the stories of Jean, Karen and Vicki disturbed your sense of the meaning of brand loyalty, customer satisfaction and brand equity in any way?No, the stories in the case are in sync with Keller’s CBBE model.
Three consumer-brand relationships that would endure five years after these initial interviews.
Karen with Mary Kay – Very strong association with the brand
Jean with Frigidaire – Strong quality perception
Vicky with Ivory – Brand loyalty, using since childhood
SaliencePremium Soap bar
PerformanceCleanliness , mild, scented
ImageryPure , White
JudgmentHigh quality,
high credibility
FeelingsPurity,
wholesomeness
ResonanceLoyal
Brand Hierarchy Pyramid
Thank You