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Exploring Brand-Person Relationships-Three Life histories
- 1. Exploring Brand-Person Relationships :Three Life Histories Saswata Banik Amrita Sarkhel Amrita Neogy Anamika Porwal
- 2. Categories of BrandsJean Karen Vicki Food & beverages Pastene Tomatoes, Hunts Special Sauce, Philip Berio Olive Oil, Progresso Vinegar, Johnnie’s Food master meat, Contadina Tomato Paste, Bounty Paper Towels, Bugle Snacks, Team Cereal, Jell-O pudding, Bunny Yummies, Nestle’s Quik, DeMoulas Salad Dressing, Skippy peanut butter Success Rice Miracle Whip Gatorade Coca - cola B & M Baked beans ,Tetley Clothing Innerwear: Victoria’s Secret Maidenform Playtex Bali Footwear Reebok shoes
- 3. Health, Beauty &Personal care Aussie Miracle, Tide Detergent, Estee Lauder, Shimmer Lights Tide, Cheer & Surf Estee Lauder Ban Right Guard Deodorant Mary Kay Lipstick, Make up etc Dove Ivory soap, shampoo, conditioner etc., Crest, Metadent, Soft’ n Dry, Opium scent, Intimate Musk, Jordache Love Musk, Aveda Elixir Shampoo, Aromatics Mint Rosemary Shampoo Home Appliances Revere ware, Stainless Steel Pot, Jenn Air, Frigidaire, Electrolux, GE Irons Home Improvement Comet, Benjamin & Moore Paint, Chem - Dry Comet Joy Lysol Dow Electronics Gateway Computer Categories of Brands Jean Karen Vicky
- 4. Jean Karen Vicki Categoriesin her inner sanctum Home Appliances Food & Beverages She does not have any specific category in her inner sanctum Health & Beauty The products in her inner sanctum are:Mary Kay Beauty care Products Dove Gatorade Coca-Cola She is a homemaker and hence she attaches more importance to products in the above categories Clothing- Innerwear Being a young girl she attaches importance to the categories that has aesthetic value for her
- 5. Commonality of mostvalued brands/categories Benefits Food and Beverages Health , beauty & personal care Appliances Total Functional 7 4 3 14 Emotional 2 3 5 Self Expressive 3 4 2 9 Total 12 11 5 28 We can conclude that: • Functional benefits across categories have a higher degree of relationship among brands • If we see across categories we can see that Health , beauty & personal care category is able to generate the most self expressive benefits, whereas appliances is the least • We can say that across categories functional benefits of the brands is what kick the most to use it. Though emotional benefits plays a major role to be loyal to a brand . Not too many product can generate the self expressive benefits in the minds of consumers • We can also say that it is relatively easier to generate functional benefits in consumers’ mind , and to generate self expressive benefits is the toughest We have mapped the brands that form the categories of inner sanctum of Jean , Karen and Vicky according to their functional benefits to study any commonality among the products and their perceived benefits
- 6. Benefits Jean KarenVicki Functional Revere Ware Stainless Steel, Pastene Tomatoes, Philip Berio Olive Oil, Bounty paper towels, Frigidaire refrigerator, Johnnie’s Food master meat, Comet sink cleaner, Aussie Miracle Shampoo,Tide Detergent, DeMoulas, Skippy, Tide, Cheer, Surf, Comet, Gateway computer, Success, Joy, Lysol, Ban, Right Guard deodorant, Hellman’s, Miracle Whip, Dove Crest-Toothpaste, Jordache Love Musk, Maidenform, Playtex, Bali, Tetley , Dow, Lysol , Metadent Toothpaste, Self Expressive Hunts Special Sauce, Contadina Tomato Paste, Electrolux vacuum cleaner, General Electric irons, Shimmer Lights Coca-cola Ivory – Soap Shampoo Conditioner, Soft n Dry, Aveda Elixir, Aromatics Mint and Rosemary Shampoo, B& M Baked Beans Emotional Progresso vinegar & bread crumbs,, Jenn-Air, Estee Lauder, Bugles snacks, Team cereal, Jell -O pudding, Bunny Yummies, Nestle’s Quik Mary Kay, Estee Lauder perfume, Gatorade , Reebok, Opium, Intimate Musk, Victoria’s Secret, B& M Baked Beans Types of Benefits
- 7. Size of OverallBrand Set • Large Brand Set Jean • Small Brand Set Karen • Large Brand set Vicki
- 8. Relationship Jean KarenVicki Ephemeral DeMoulas, Comet sink cleaner Lysol, Ban, Right Guard deodorant, Hellman’s, Miracle Whip, Estee Lauder perfume Metadent Toothpaste, Lysol, Tetley, B& M Baked Beans, Jordache Love Musk, Crest-Toothpaste, Long Standing Bugles snacks, Team cereal, Jell -O pudding, Bunny Yummies, Nestle’s Quik, Estee Lauder, General Electric irons, Tide Detergent, Aussie Miracle Shampoo, Electrolux Vacuum Cleaner, Jenn-Air, Bounty paper towels, Contadina Tomato Paste, Johnnie’s Foodmaster meat, Progresso vinegar & bread crumbs, Philip Berio Olive Oil, Hunts Special Sauce, Pastene Tomatoes, Revere Ware Stainless Steel, Reebok, Dove, Joy, Success Rice, Gateway computer, Comet Victoria’s Secret, Maidenform, Playtex, Bali, Intimate Musk Multi -Brand Tide, Cheer, Surf Aveda Elixir, Aromatics Mint and Rosemary Shampoo, Devotional Shimmer Lights, Skippy, Frigidaire refrigerator, Ham from Honey-of-a- Ham store Gatorade Coca-Cola Mary Kay Soft n Dry, Ivory, Opium Difference in Brand Relationship
- 9. Jean • High onbrand loyalty for the products that she uses after testing and experimenting with other comparable products • Believes in message conveyed by the brand – Jenn-Air • Opinion about brands: The brands that has been around longest is the best - GE Irons • Specifies products as BEST in her statements Karen • Price sensitive & need based – Tide, Cheer & Surf • Indifferent to brands used for general domestic purpose – Comet • loyal to few brands only – Mary Kay, Coca-Cola,Dove, Gatorade • Uses brands mostly out of habit and history – Mop & Glo • Buys what is “Demanded of her” Vicky • Loyal to the category & values the brand that carries the esteem / status in the society • Multi- brand user (Personal Care) • can switch to new brands if the new one provides functional benefits • (Crest Metadent) • Vicki is in the phase of self discovery, possible she might have the tendency to switch the brand on experimenting on a better product We predict the consumer-brand relationship of Jean would endure five years, Vicky’s would change the fastest If you had to predict which consumer-brand relationships would endure five years after these initial interviews, which would you select? Which would change the fastest? Why?