BRAND PERSONAL RELATIONSHIP Group 3 Submitted by: Ken Sekhar FT13141 Garima Yadav FT13220 Abhishek Sharma FT13300 Jeewant Singh Gupta FT13340 Vaishnavi Shrikhande FT13384 Lathish 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, TideHomely/ family oriented/ Compassionate Family associations – Estee Lauder, Team cereal, Jell-O-pudding, Bunny yummiesConfined to her comfort zone Established Brands- Frigidaire, General Electric,Traditional Personalized Service- Boar’s head from Gloria market, Chem-Dry, Benjamin and MooreIndependent/ Confident Deserves – Shimmer Light shampoo, SkippyNeeds association/affiliation DeMoulasCleanliness/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 lifestylePersonality 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, CokePrefers 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, studentPersonality 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 shampooCleanliness 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 consumers 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- JEANLife story Relationships Yes, Jean has a close relationship and Very particular about the association with the Brands she uses. Tensions in personal life, atroubled childhood, Given a products that define her forte- cooking and housekeeping. Is She is a hard working woman, strong by step motherly treatment etc. critical in analyzing these products and has formed a Nature, has seen lots of ups and downs close association. in life and likes a life of certainty. One common thread running Needs to be affiliated to a through the brand set she group. The need for affiliation is strong. Willing uses- these are all well known Similarly, the brands she uses have had brands. She doesn’t want to to not use her material possessions (jewelry, fur “experiment” and spend on a proven track record, are known for something that is absolutelycoat etc.) in order to remain accepted within her group. new. In a sense, it is inline with long-lasting products and are not her affinity to “certainty” necessarily the “economical” She is motivated to meet Has worked hard for her substitutes. the same people every day. “things” and expects her stuff She feels that she is well to be as long-lasting and “hard known amongst her peer working” as she herself is. Eg. group and values her She states that things made in “extended” family. the older days lasted longer. GE iron. 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 shelikes, preserves them well and is materialistic.
Life Story Analysis And Brand Relationships- KARENLife story Relationships We believe that Karen leads a fast paced life-style and is probably facing a mid-Experiencing mid-life crisis. Is on the lookout for products that make her look younger. life crisis. She wants to give her children Has a very fast paced lifestyle. Mary-Kay. Also looks out for products and brands that can the best of opportunities. She is also help her fast paced- lifestyle. very particular about her make-up stuff. Her Reebok shoes and herFacing conflicts of interests resistance to give up Coke are She has a close association with thebetween her self-interests and her kids interests strong determinants of her holding onto things and brands she has been using since memories. childhood and the ones that have been suggested to her by her mother and She trusts the experts Her motivation to look (gatorade), usually chooses other important people in her life.younger than others of her generic products that are age is a strong . Lives a cheaper (detergents) and at thestructured and disciplined life- manages time for same time, she is particular about the products that matter She is also confused for a major part of herself to her specifically. her life and usually picks the alternatives that are cheaper and fit the “need of Seeks companionship, reflects back on the life the day” the best.she has seen and wants togive her children what she could not get. Has budgetary constraints
Life Story Analysis And Brand Relationships- VICKILife story Relationships Yes, Vicki has a strong relationship with the brands she uses. She identifies Conflict between dependence and In certain sense she is a variety herself with the brands she uses. She independence. She also seeker, but is very particular consulted a career about the brands she uses. Has a sees herself as being pure and simple couselor- confused about huge brand set, her future path. and makes sure that it reflects in the brands she uses. Known as the “ivory” Very strong views which she is not ready to Associates herself with ivory girl. compromise on. (simple and pure), elixir (scent)Committed to friends and and other products that havepeople she likes. The same anything to do with flowery resonates in the brands fragrances. She has a thing for scents and these she picks. days, she is mostly into flowery scents. She is a strongly committed person in Is very aware about her feminine nature- flowery For most of the brands she uses, she has been a long standing real life and this reflects in her attitude fragrances and bedsheets etc. Simplicity and purity user. She has stuck to brands and practices loyalty and strong towards brands as well. define her. affiliation in her real life as well She is also biased towards the brands Semi-dependent on herparents, likes her family, is she uses. This might also haveOK with the idea of putting up with her parents for something to do with “I can do anything some time to save up for her own place. for my friends” attitude.
Brand Stories Analysis- JeanBrand Type of Reason for Buying RelationshipJenn-Air Self-expressive- She just knows about the brand and is using it Weak because she has heard about it from her peer groupFridgeidaire Functional- Trust in the companyrefrigerator StrongElectrolux vacuum Self-expressive- Trust in the companycleaner StrongComet sink cleaner Functional- Moved to this brand because her old brand Strong malfunctioned and deterioratedAussie Miracle Functional- Thinks that it is good for her hairshampoo StrongTide Detergent Functional- High functional utility. WeakGeneral Electric irons Self-expressive Gifted by someone- still works better than others and functional
Brand Stories Analysis- Jean (continued)Brand Type and strength Reason for Buying of RelationshipRever Ware Stainless Steel Functional- strong Sauce doesn’t burn- gifted on to her daughter alsoPastene Tomatoes Functional- medium Best taste for sauce- ready to useHunts Special Sauce Self-expressive- For addition of taste- may or may not medium use againPhilip Berio Olive Oil Emotional- strong She feels that the taste is better- experiential valueProgresso bread crumbs & Emotional- strong They are Italian and she has recentlyvinegar developed an affinity for Italians. Feels like home.Johnnie’s Foodmaster meat Emotional-strong Likes the tasteContadian Tomato Paste Self-expressive- For garnishing and additional taste WeakBounty paper towels Functional- Strong Likes this brand because its more renowned.
Brand Stories Analysis- KarenBrand Type of Reason for Buying relationshipDetergent: Functional- Not able to distinguish between brands.Tide, Cheer, Surf Weak Depend on- Sale, location, displaySuccess Rice Functional- Feels it is one-of-a-kind StrongComet Functional Dislikes Ajax because of low performance WeakGateway Functional Preferred over Apple WeakJoy Functional Her mother used to use it WeakBan Functional No specific reason Weak
Brand Stories Analysis- Karen (continued)Brand Type of Reason for Buying relationshipMiracle Whip Functional No specific reason WeakMary Kay Emotional- Believes it keeps her younger StrongDove Self Feels the difference on using Dove and on using any Expressive- other soap. StrongGatorade Emotional- Likes the taste StrongReebok Emotional- Emotional attachment StrongCoke Self No specific reason Expressive- Strong
Brand Stories Analysis- VickiBrand Type of Reason for Buying RelationshipIvory- Soap, Shampoo, Self Expressive- Wants everyone to associate her with Conditioner Strong IvoryCrest- Toothpaste Functional- Weak Suits best for her needsSoft n dry Self-expressive- Peer Recognition StrongOpium Emotional- Strong People notices herIntimate Musk Emotional- Strong She wants to be smelt like itJordache Love Musk Functional- weak Bought during ChristmasVictoria’s Secret,Maidenform, Functional- Strong For different types of use and at Playtex, Bali different time of the dayAveda 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 usefulThe 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 ReasonJean 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 productKaren 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 variantsVicki 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 relationshipJean 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 ?
Questions to Measure the Strength or Quality of a Brand Relationship (cont.) Brand Questions to gauge strength/ quality of brand relationshipVicki 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?
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 customermatches that of the brand. The customer expresses high brand salience andaffiliates himself with the brand leading to brand resonance.Eventually, a close-net loyal relationship is evolved. Eg. – Jean uses the brandFrigidaire 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 themeaning of brand loyalty, customer satisfaction and brand equity in anyway?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
Brand Hierarchy Pyramid Resonance Loyal Judgment Feelings High quality, Purity, high wholesomeness credibilityPerformance ImageryCleanliness , Pure , Whitemild, scented Salience Premium Soap bar