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

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