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Exploringbrandperson Case 120325005735 Phpapp02
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Transcript of Exploringbrandperson Case 120325005735 Phpapp02
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Proud of her possessions most beautiful
house
Has strong opinions Italians are best.
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Likes being praised from others
Sacrificing nature
Compassionate
Cherishes her relationships
Her world is small
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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
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Buys the best brands
May switch brands only if functional
benefits are substantial
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Self disciplined
An under-achiever
Responsible and caring
Aspiring and youthful
Self centred and alone
Unsure and undecided of long term
perspectives in life
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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
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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.
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In the process of Identity formation.
Outgoing and people oriented.
Self assured and confident.
Honest and true to self.
Ideological and stands for issues.
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Strongly related to her parents and roots.
Bonds with friends of past and present.
Looks for long term relationships
Faithful and Loyal
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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.
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Can you think of ways to summarize and
describe these relationships in ways that
might be managerially useful?
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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
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Emotional
Epistemic
Sensory
Functional
Beliefs
Social
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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?
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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
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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?
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Why do some relationships decline and
dissolve while others intensify and endure?
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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.
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Interdependence
Self concept connection
Commitment
Love/passion
Intimacy
Perceived Partner quality
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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
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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
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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
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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
Central Value Expressivevalue
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
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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
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
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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
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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
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Choice of brands are strongly influenced
by personality traits and life experiences.
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No one goes to a restaurant because it
promises great food. They go there
because it servesgreat food. Weak brands
promise. Great brands deliver.