Brand Εquitty Research: Converse Case Study

1. An empirical investigation
of brand attributes
Derbyshire Business School
Mediterranean College Business School

2. Spyros Langkos
S.langkos@emc.edu.gr
2

3. 3
 RESEARCH AIM:
- The questionnaire was created to meet the needs of my
academic module Brand Equity, titled “ Converse Brand
Research – An empirical investigation of Brand attributes“ and
aims to explore the perceptions and attitudes of random chosen
people, aged from 16 – 55, in the Mall Athens (the heart of city
consumption!), who are either loyal/funs of the brand or not.
- The survey aimed at identifying today’s general trends
concerning Converse.
 RESEARCH DESIGN:
14 QUESTIONS PER RESPONDENT X 30 RESPONDENTS FOR A TOTAL OF
420 RESEARCH QUESTIONS. RESEARCH CONDUCTED AT THE ATHENS
MALL, ATHENS, GREECE DURING 14/04/13 FROM 2:00 – 18:00 P.M

4. 4

5. 5

6. 6
33%
13%
54%
EMPLOYMENT
YES NO STUDENT
N=30 People
63%
37%
0%
AGES
16-24
25-235
>35
50%50%
GENDER
MΑΝ WOMAN
37%
43%
20%
EDUCATION
HIGHSCHOOL UNIVERSITY POSTGRADUAET

7. 7
0% 10% 20% 30% 40% 50%
SNEAKERS
FLAT
BOOT-STYLE
OTHER
Q.1
COMFORT DESIGN COST BRAND QUALITY
40%
33.30%
3.33%
0%
30%
10% 10%
13.30%
60%
6.66%
Q.2
BLUE=MOST IMPORTANT
RED= LEAST IMPORTANT
(1-5 PRIORITY GRADING SCALE)

8. 8
30%
40%
60%
20%
10%
13%
3%
6%
3%
3%
3%
6%
RED
WHITE
BLACK
BLUE
GREEN
PINK
CREAM
MPEZ
BROWN
PURPLE
GREY
NONE
Q.3
0
20
40
60
80
100
120
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
Q.4
AGE
83%
10%
7%
Q5.
EVERYDAY ACTIVITIES PERFORMANCE SPECIAL OCCASIONS

9. 9
0% 20% 40% 60%
Creative
Classical
Masculine
Unique
Conventional
Creative Classical Masculine Unique
Convention
al
Series1 53% 60% 3.33% 50% 33.30%
Q.6
0% 20% 40% 60% 80%
Friendly
Thoughtful
Provocative
Adventurous
Fun
Friendly Thoughtful Provocative Adventurous Fun
Series1 73% 10% 17% 27% 70%
Q.6
0% 50% 100%
Innovative
Serious
Influential
Good looking
Sexy
Innovative Serious Influential
Good
looking
Sexy
Series1 37% 13% 27% 93% 30%
Q.6
0% 20% 40% 60% 80%
Athletic
Confident
Corporate
Feminine
Sophisticated
Athletic Confident Corporate Feminine
Sophisticat
ed
Series1 70% 70% 20% 23% 17%
Q.6

10. 10
57%
43%
20%
80%
17%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Q.7
60%
7%
0%
33%
Q.8
TEENAGERS
MIDLLE AGE
ELDERLY
ALL PREVIOUS

11. 11
0% 0%
13%
17%
63%
7%
Q.11
1(TOTALLY
NEGATIVE)
2(MAYBE NEGATIVE)
3(NEUTRAL)
4(MAYBE POSITIVE)
5(TOTALLY
POSITIVE)
6(DON’T KNOW) 0%
3%
10%
23%
64%
0%
Q.12
1(TOTALLY
NEGATIVE)
2(MAYBE NEGATIVE)
3(NEUTRAL)
4(MAYBE POSITIVE)
5(TOTALLY POSITIVE
6(DON’T KNOW)

12. 12
MODERND
DESIRABLE
TRENDY
BORING
RELIABLE
ICONIC
AMERICAN
50%
26.60%
36.60%
0
16.60%
0
30%
23.30%
46.6
30%
0
26.60%
36.60%
13.33%
13.33%
13.33%
13.33%
23.30%
30%
26.60%
23.30%
0
10%
13.33%
43.30%
0
13.33%
0
0
3.33%
16.60%
16.6
13.33%
13.33%
10%
0%
0%
0%
3.33%
3.33%
3.33%
10%
Q.13
Series1 Series2 Series3 Series4 Series5 Series6
1(TOTALLY AGREE) 2(MAYBE AGREE) 3(NEUTRAL) 4(TOTALLY DISAGREE) 5(MAYBE DISAGREE) 6(DON’T KNOW)

13. 13
13.30%
40%
30%
0
0%
10%
26.60%
30%
16.60%
13.30%
0
0
36.60%
0
13.30%
13.30%
0
1
2
3
4
5
6
Q.14
KEEPS PROMISES CAN BE TRUSTED IS DIFFERENT
1(TOTALLY AGREE) 2(MAYBE AGREE) 3(NEUTRAL) 4(TOTALLY DISAGREE) 5(MAYBE DISAGREE) 6(DON’T KNOW)

14. 14
 Converse is a brand that, refers mostly to people aged 16-
24, either male or female with strong educational background
who earn their living.
 They pay much attention to comfort and design and like to mix
colors in their outfit. The “ Converse people “ like to express
themselves through the brand in their everyday life, carrying the
brand through their life-time.
 The attitudes that holds, is that it is meant for good-
looking, fun, friendly, unique, confident and athletic
personalities. Especially for persons who are open-minded and
exciting because they believe it to be most popular among other
brands.
 They perceive the brand to be clearly associated with American
lifestyle – by being modern and trendy at the same time. It is a
very derised brand with nearly iconic features and attributes.

15. 15
 The use of informal groups, such as that of my fellow students in the team
and my personal friend’s group helped me to establish a solid base about my
brand, my research objectives and methodology, simply by interacting -
networking -exchanging thought with each other.
 Through my interaction with these 2 secondary groups, I identified the
values and beliefs that a number of people hold about my brand andd
gained a prior insight to the branding universe of Converse. This was
important as it helped me to formulate a better questionnaire throught this
whole studying period.
 It was a very interesting process as we had face-2-face communication:
- a common goal/motives/fate
- Guidance & recognition by other team members
- Reduced anxiety & similar contextual meanings concerning the brands and
project.
 With the group I improved my skills, in order to be more successful by
applying techniques that provide positive impact on goal achievement and
organizational leadership. Each member played a different task role in
different times, such as: Initiator/Opinion Seeker/Opinion
Giver/Energizer/Coordinator/Harmonizer/Encourager.

16. END16

17. Findings and answers
SMART brand personality
Dimitris Nikolovgenis

18. Basic information
Who
-People from the age of 17 to the age of 35
(23 women 17 men)
Where
-Acharnes street, Patision street
Why
-Examine the perceptions and understand what people
think the SMART personality is

19. Top 3 valuable assets for a car
 15 answered ‘’price’’ (37,5% of all
participants)
 10 answered ‘’size’’ (25% of all participants
and competitive advantage of SMART brand)
 7 answered ‘’design’’ (17.5% of all
participants which is also a characteristic of
SMART brand)

21. What if SMART was a person?
 33 answered cool, young, adventurous and
outgoing (82,5% of all participants)
 4 answered unique, humorous and suprising
(10% of all participants)
 3 answered shy person and introvert (7.5%
of all participants)

22. Would it be a woman or a man? And
how old would it be?
 27 answered it would be a woman (67.5% of all
participants)
 13 answered it would be a man (32.5% of all
participants)
 29 answered it would be 21-27 years old (72.5% of
all participants)
 9 answered it would be 28-35 years old (22.5% of all
participants)
 Only 2 answered that it would be 15-20 years old
(5% of all participants)

24. Perception of age of the SMART brand

25. Color and animal associated with the
SMART brand
 In the question about the animal 30
answered salamander which has attributes
such as Unisex, Small and Lots of colors
(75% of all participants)
 In the question about the color 34 answered
Yellow which has attributes such as
Joy, Cheerfulness and Friendliness (85% of
all participants)

26. Overall perception about the SMART
brand
 25 people strongly agreed that it is
fashionable and modern (62.5% of all
participants)
 8 people strongly agreed that it is enjoyable
and modern (20% of all participants)
 7 maybe disagree that is safe and were
neutral about how reliable it is (17.5% of all
participants)

28. Group dynamics
 Family members, friends and people that answered my
questionnaires helped me a lot through this research.
 Also, my fellow students in the group helped me understand the
values of the brand and ask the right questions in order to find
out the brand personality of SMART.
 The process was very interesting as we had face-to-face
conferences talking about our brands and make brainstorming
in order all of us to help each one of us. Together we worked to
complete a task in an easier way and reduced anxiety and
uncertainty.
 Inside the group, I definitely improved my communication skills
and made me feel more comfortable. I adopted a mindset that
helped me with my project and all of us worked great for the
same goal.

29. Perception is reality-Key findings
According to the findings and the perception of the
people that answered the questionnaire, SMART is a
fashionable and modern brand. Also, it would most
probably be a woman that is
cool, young, adventurous and outgoing, at the age of
21 to 27 and her main attributes would be
joy, cheerfulness and friendliness. In
general, SMART brand is for people who want to feel
happy, enjoy their time in their small city car and
makes them feel special.

30. !

31. Alpha Group Brand
Equity research
Research on Brand Awareness
factors in the Group
Derbyshire Business School
Mediterranean College Business School

32. The present research is
performed by
Katsantonis Vasilis
All of the responses are used for this specific
essay.
I tried to credit honesty and collaboration in
good terms human behavior and trust

33. RESEARCH AIM
The research occurs for the module “BRAND EQUITY” for the Master
of Science in Marketing at Derby University.
Aim of this research is to find how the perception of the people
affects the Brand and its overall value system.
In order to value the attributes of the Brand the survey took place
near Alpha Bank stores, and targeted on people with different cultures
and ages, as long as we had a validated by receipt) transaction with the
Bank.
Due to the Loyalty metric that we established in the “Brand Audit/
1st part” it was imperative to see beyond the banking “Known system”
and examine the awareness factor to every other aspect of the BRAND
Research GOAL
Research Design
 We had 6 Questions (six) per Respondent.
 Total of 40 respondents
 Total of 240 research questions
 Research occurred in Alpha Bank / Kolonaki SQ. The most known store of
the Bank, Where the group owns the building and also holds art and civil
responsibility offices (charities and C.S.R. Department)

34. QUESTIONNAIRE

35. QUESTIONNAIRE

36. DEMOGRAPHICS
NO DEMOGRAPHICS IN SPECIFIC HAD
BEEN TAKEN DURING THE RESEARCH
EVERYBODY IS A CUSTOMER OF THE BANK (OUR MAIN VEHICLE)
ALL PROFESSIONS ARE INVOLVED
ALL GENDERS AND RACES ARE INCLUDED
EXCLUSIONS
I DIDN’T WANT ANY BANK MEMBER TO
PARTICIPATE (POSSIBLE BIEAST)
ALL PARTICIPANTS WERE HAVING AT SOME
POINT DURING THE DAY, A BANK RECEIPT, OF
OUR BANK
THE FINAL QUESTION IS FOR CUSTOMER’S
EXPECTATIONS OBSERVATION

37. RESEARCH KEY EXPLAINING
QUESTION 1:
 SHOWS THE FAMILY VALUES WE HOLD IN OUR ORGANIZATION AND
WE TRY TO FIGURE OUT THE STRENGTH BOND THEY HAVE WITH US
QUESTION 2:
 ADMITS THE SOCIETAL BONDING OF OUR
GROUP TO THE PEOPLE’S LIVES
QUESTION 3:
 WE TRY TO AKNOWLEDGE WHETHER THEY ARE FAMILIAR TO
OUR PARTICIPATION IN ART AND SCIENCE
QUESTION 4:
 IT IS OUR CONCERN TO SEE WHETHER OUR
ROOTS AND TRADITION ARE VALUED

38. RESEARCH KEY EXPLAINING
QUESTION 5:
 IT IS ONE OF OUR MOST IMPORTANT QUESTIONS, DUE TO THE FACT , THAT
WE GIVE THEM MORE THAN ONE CHOICE(BUT WITH OUR DEFINITION)
TRYING TO FIND OUT HOW THEY ARE EMOTIONALLY AFFECTED,
BY AKNOWLEDGING OUR BRAND
QUESTION 6:
 ARE YOU ALLIGNED WITH US, OR DO YOU FEEL “LEFT ALONE”
AND ABANDONED BY US?A QUESTION , THAT AIMS TO THE PERCEPTION OF
OUR BRAND IN “REAL” ASPECTS AND FEELINGS
SUGGESTION (Q 7)
 Feel involved, tell us your immediate needs, show us where you need us to
be, make your need acknowledged. WE Thank you for your time and effort, and
since you have been so kind to us, you deserve from us, to be someone nice to
your life. Show us the way

39. RESEARCH KEY FINDINGS
Series 1
Series 2
0
10
20
30
40
PARENT SIBLING
Question 1

40. RESEARCH KEY FINDINGS
Mon
ey
More
Ways
More
Ways
Series 1
0
5
10
15
20
5 /40 didn’t choose any answer
by themselves. JUST NOT MONEY
Question 2

41. RESEARCH KEY FINDINGS
Question 3
NO
YES

42. RESEARCH KEY FINDINGS
Question 4
0
10
20
30
40
Hospitality Care
Trust
YES
NO

43. RESEARCH KEY FINDINGS
Question 5
0
5
10
15
20
25
30
35
40

44. RESEARCH KEY FINDINGS
Question 6
0% 20% 40% 60% 80% 100%
SCALE 1
SCALE 2
SCALE 3
SCALE 4
SCALE 5
"Your Strength"
"Our Strength"

45. FINAL KEY FINDINGS
Our Most evident aspect comes from the injustice
the people perceive they have been inflicted.
According to them, even thought we gain strength by them, they feel
underprivileged to us.
They have Almost NO AWARENESS, of our civil activities and action in General.
There is one perception conflict though, It is proven by the Color question.
Where you find a belief that we remind them of a sick banking System,
and they have high recognition of our “colors”.
This shows us the alignment of our group to something sick. Since they don’t
trust us, and think we don’t care, is of great value the fact, that they still have a
nice experience, while visiting our stores. And perhaps they want the overall
experience to be a great one, but important attributes of our Brand, are with a
negative Sign.
The only thing that saves us is the need they have as “kids” to be protected or
affiliated, and that has in conclusion of raising the bar in the LOYALTY attribute.

46. FINAL KEY FINDINGS
 Suggestion was of great surprise.
It had showed us that they don’t really care about monetary aspects and
rewards.
 They showed us that their need had to do, with the society, to be healthier,
and perhaps feel happier to live within it.
Imagine that you have a bank. “SKY is the limit”. No rules. No limitations
They showed us that they would prefer us to be more active
in the societal bonding. To offer MUCH MORE
They felt that we had to be more involved in everything.
The funny part is, that when I reminded them:
 of our many scholarships,
 the great funding for athletes, the Olympic Games ”Grand Sponsorship”,
 Our collaborations to many museums and artistic places.
They tried to remember, if it was us or someone else.

47. FINAL KEY FINDINGS
The Brand Awareness was essential to me.
I discovered, that a customer, may be loyal to a brand but feel frightened and
underestimated at the same time.
They have been our clients for many years, they are bombarded by our
messages and social collaborations EVERY DAY , Yet in their mind we are ONLY
part of a system. A brand aligned to something ugly and sick.
They have HOPE that “their” Brand will show them it was worth it.
My greatest fear is that, the promotional activities, hit a social wall, and the
current situation in the country tremendously affects our BRAND.
The message of optimism, is that they might don’t know, that we try in the
societal aspects and common activities, as much, but the important message
is that it is up to us to change it all
Because: THEY ALL KNOW US, AND ARE LOYAL TO US

48. GROUP DYNAMICS
Many factors contributed to the final questionnaire and assembly of the overall
Task.
The tutor by giving feedback and drugging me away from Corporate strategy,
to more Brand oriented. My fellow classmates, with which I evaded many traps
during our meetings.
 There was also the extension of fellow workers and relative affiliations
that suggested and proposed many things. These SECONDARY subgroups helped
me assembly a questionnaire that was up to the task.
 The overall survey had great value to me, because I saw younger people
think and work, and they influenced me with their enthusiasm and drive
 It was also important to set under a democratic state a prosperous survey,
and have everyone highly involved
That made me feel more relaxed and assured that the team benefit
will help the overall model of activation and that resulted to a
happy feeling of achievement and collaboration
A graphic designer, a social media activist, an operation manager and
a promotion director were my team, THE WERE NOT JUST
SPYROS, DIMITRIS, KOSTANTINOS AND PARASKEVI

49. THANK YOU
A PRESENTATION MADE BY
KATSANTONIS VASILIS

50. Results of the
research for Lacta
Konstantinos Dounias

51. The object of research
• My research includes 30 questionnaires with 13 questions and
390 answers asking both male and female citizens most of
them in age of 16-24 which was my target group.
• My main object was to confirm that the level of involvement
of Lacta’s consumers is very high.
Finally to illustrate some attributes and the perception of people
about Lacta’s brand personality.

54. Lacta’s Brand personality
• In question 2 “The love of your life does not have a colour. If it
had a human shape ,what would it be ?” 60% of people
answered a teenage girl (sweet ,active)

57. Do you believe that “your sweetest part of your
lives” represents worthily itself on its FB page?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes
No

60. Group Dynamics
• My friends and some of my relatives and family members
have helped me to approach my object by giving their own
opinions and views about my research.
• My colleagues gave me psychological support when I felt
anxious, great ideas about the structure of my questionnaire
and they led me to the right path by cancelling the questions
that were product oriented. We had an excellent
brainstorming
• I adopt a strategy of acquaintance and humor with the
respondents in order to answer with relax mood and sincerity
to my questions
• It was a great experience and I believe that I developed my
skills in face to face communication through this research

61. Conclusion
From this research I realised that people don’t have a clear and
accurate view about the age of Lacta.
The level of involvement is high for the consumers especially in
facebook applications
Peoples perception about Lacta’s brand personality is a sweet
and active teenage girl that is passionate and always in love.

62. Appendix
Lacta’s Questionnaire

67. •This research is specially designed for the
brand Toi&moi. Consumer perceptions, brand
personality, attributes and brand awareness
are the main meeting points in this survey of
18 questions. (x30 respondents, Regions: the
centre of Athens, Chaidari & Marousi)
•Key findings through numerical results and
statistics will be examined.
•An overall sense of brand’s personality will be
discussed as well as the main question:
“How Toi&moi, as a woman, looks like?”

73. Gender
Male
Female
16,6%
83,3%
Ages
16-24
25-4590%
10%

74. 0
2
4
6
8
10
12
Q.1
Maybe Yes
Yes
No
26,6%
80%
13,3%
Q.5

75. 16-24
25-34
35-45
23,3%
66,6%
Q.6
10%
0 2 4 6 8 10
Bodycon Dress
Feminine Suit
Loose top & casual pants
Stretch jeans & fashion T-shirt
Pencil skirt & shirt
Q.7

76. 0
2
4
6
8
10
12
14
Black White Red Pink Gray Other
Q.910%

77. Q.11
0 10 20 30
Basic/ Occasion wear
Office outfit
Casual/ All day wear
Neutral
Very Valuable
Unique

78. Q.12
0 10 20 30
Happy
Confident
Glamorous
Good Looking
Unique
Neutral
Agree
Strongly Agree

79. Q.18
Agree
Strongly Agree
Neutral
53,3%33,3%
13,3%

80. Overall
“How Toi&moi, as a woman, looks like?”
She is rather pretty and successful than friendly
and approachable. Her age is estimated
between 25-34. She would choose to wear a
pink bodycon dress or maybe a black feminine
suit. She feels confident and good looking in
her clothes and she is considered a fashionable
figure.

81. •From focus groups, it come out useful information
about the differentiation strength of my brand and
some relevant attributes.
•My group was really supportive during the whole
process of investigation. I feel that I had feedback, help
and guidance from good friends. It was a very nice
experience and I really enjoyed the multi tasking role
of each member per case.
•It is impressive how a common goal, accompanied
with extra will, can achieve that expectations!
•Definitely my dim research skills have improved as
well as my ability to apply techniques and graphic
models with methodology.
•Hoping that it was a pleasant process for them as
well, I want to thank them all for letting me… be me!

82. Thank you!