EXPLORING BRAND-PERSON

RELATIONSHIP

Brand Management : Term 4 – Group 4

Roll No. Name

FT13170 Shouvik Das
FT13224 Ishani Sircar
FT13312 Arjun Choudhry
FT13351 Namita Joshi
FT13389 Vikrant Vijay Mahajan
FT13466 Ruchika Salhotra
 1a) Think about the life stories of our three informants and the quotes regarding the
brands they use .Is it appropriate to say that these consumers have formed
relationships with the brands they know and use? In what ways yes, in what ways
no?
PROFILES OF THE 3 CANDIDATES
Jean Karen Vicky
• 59 yr old • 39 yr old • 23 years of age
• Barmaid living with her husband • Recently Divorced • University Student
• Italian Origin • Working Mother – Daughters • Recently moved out
• Personality Traits Aged 8 & 12 • In the process of Identity
• Hardworking • Personality Traits formation.
• Family Oriented • Self disciplined • Conflict between dependence &
• Independent • An under-achiever interdependence
• Strong • Responsible and caring • Outgoing and people oriented.
• Honest • Aspiring and youthful • Self assured and confident.
• Disciplined and organized • Self centred • Ideological and stands for issues
• COMPASSIONATE • Unsure and undecided of long • Loyal towards people & brands
• SACRIFICE term perspectives in life • Very little Experimentation in
• Believes in “No pain no gain” • Strong association with ex- order to find oneself
• Social – love & care for People spouse and mother • Does not get influenced by
• Part of closely knit community – • Influenced by close personalities choices of others
• Looks for solace • Honest and true to self.
intimate
• DOES NOT LIKE CHANGES • Gullible in relationships
• LOYAL TO GROUP • Professional and keeps to herself
EXPECTATIONS at work environments
• GRASPS FOR FAMILIARITY
• FOLLOWS ROUTINE
 Brand Relationship and Associations of
JEAN

 Forms strong opinions and is High on brand loyalty for relationships with the products
she uses after testing and experimenting with other comparative products
 Mostly talks about brands of products used by a typical home maker
 Believes in message conveyed by the brand
Her relationship is having EXPERIENTIAL VALUE. Believes With the following brands she associates
in using a mix of products from a variety of brands shown below: because it bring resonance, by bringing
• Revere Ware – Stainless Steel Pot
RELATIONSHIP VALUE
• Pastene Tomatoes
• Reminds of Mom
• Philip Berio Olive Oil
• Progresso • Estee Launder
• Italian flavoured bread crumbs • Reminds of Second Daughter
• vinegar • Bugles Snacks
• Johnnie’s Foodmaster – Meat Shop • Team Cereal
• Contadina Tomato Paste • Nestle Quik
• Bounty Paper Towels • Bunny Yummies
• Frigidaire – Refrigerator
• Electrolux – Vacuum Cleaner
• Cleaning Agent - Comet Preferred Vs Bon Ami (scratching
sink)
• Shampoo – Aussie Miracle ( doesn’t make hair flat vs.
others)
• Tide Detergent (dissolves in water vs. others)
• General Electric - Iron
 Brand Relationship and Associations of
KAREN

• 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 Personal Products :
• Uses brands mostly out of habit and history EXPERIENTIAL VALUE
Indifferent about Tide, Surf , Cheer – Price Sensitive
• Buys what :isFor
BRAND SUPERIORITY “Demanded of her”
Comet vs. Ajax - STRINGENT
EXPERIENTIAL VALUE : • Mary Kay
• For Gateway vs. Apple • Dove Soap – Changed
• For Success Rice
after dial (used by mother)
Influenced by other relationships for the products: • Gatorade
Jim : • Reebok running shoes
• Mop & Glo Vs Palmolive • Coke
• Dove
• Brand of Mayonnaise
• Hellman Vs Miracle Whip
Mother
• Joy Soap
• Lysol cleaner
• Ban Vs Right Guard
Brand Relationship and Associations of Vicki

• 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 see’s functional benefits
• Driven by cognitive and affective beliefs with right balance
• Femininity a driver for brand purchase
• Floral based products preferred

Perceived BRAND SUPERIORITY & LOYALTY SHOWN for the following brands, giving strong reasons for
associations:-
• Ivory Soap
•Crest toothpaste
•Soft n Dry
•Musk Perfumes – Intimate Musk & Jordache Love Musk, Opium, Giorgio, Aveda Elixr
• Select Innerware - Victoria Secret (Special Occasions), Bali & playtex (comfort based)
•Floral Products – Sheets, Comforters, Bras , Shampoos & conditioner - Aeromatics, Mintm Rosemary
•Tetley Teabags
•Dow (preferred) Vs Lysol Cleaner
1b) What kinds of connections form between consumers and their closely-held brands?

BRAND RELATIONSHIPS - JEAN

Brand Relationship Type Reason for buying

ReverWare Stainless Functional Sauce Doesn’t burn
Steel

Pastene Tomatoes Functional Best Taste for Sauce

Hunts Special Sauce Self-expressive Taste Enhancer

Philip Berio Olive Oil Emotional She feels that the taste is better

Progresso bread crumbs & vinegar Emotional Italian

Johnnie’s Foodmaster meat Emotional Better Taste

Contadian Tomato Paste Self-expressive Taste Enhancer

Bounty paper towels Functional She likes using them
Jenn-Air Self-expressive
 Brand Relationships – Jean - Cont
Brand Relationship Type Reason for buying
Fridgeidaire refrigerator Functional Perceives Best Refrigerators

Electrolux Vacuum Cleaner Self Expressive Perceives Best

Comet sink cleaner Functional Old Brand – Bon Ami, Degraded

in Quality
Aussie Miracle Shampoo Functional Doesn’t make her hair flat

Tide Detergent Functional Dissolves in Water

General Electric irons Self Expressive Gifted by Someone

 Brand Relationships – Karen
Brand Relationship Reason for buying
Type
Detergent: Functional Not able to distinguish between brands.
Tide,Cheer, Surf Depend on-Sale, location, display

Success Rice Functional Feels it is one-of-a-kind

Comet Functional Dislikes Ajax because of low performance

Gateway Functional Preferred over Apple

Joy Functional Mother used it
Ban Functional Not Specified
Miracle Whip Functional Not Specified
Mary Kay Emotional Belief keeps her younger
Dove Self Expressive Superior product Belief
Gatorade Emotional Likes the taste
Reebok Emotional Emotional Attachment
Coke Self Expressive Not Specified
 Brand Relationships – Vicky
Brand Relationship Reason for buying
Type
Ivory – Soap Self Expressive Strong association of Self with soap

Crest-Toothpaste Functional Suits best for her needs

Soft n Dry Self Expressive Smells nice, peer recognition

Opium Emotional People notice her

Intimate Musk Emotional Smells nice
Jordache Functional Bought during Xmas
Love Musk
Victoria’s Secret, Functional Different uses, for different instances
Maidenform,
Playtex, Bali
Aveda Elixir Emotional Mood Dependent
 Brand Relationships – Vicky - Cont
Brand Relationship Reason for buying
Type
Aromatics Mint Self Expressive Gifted by Friend

Rosemary Self Expressive Gifted by Friend

Shampoo
B& M Baked Self Expressive Gifted by Friend
Beans
Tetley Emotional Used by mom

Lysol Emotional Used by mom

Dow Functional New – Improved product
Metadent Functional Hygine Factor
Toothpaste
 1c) Are these connections specific to individual brands, or can patterns be identified
across brands in a given consumer's portfolio?

As per the given data, we could only identify tide detergent serving the trend of a
functional relationship, however to understand the trend analysis, we did a categorization
of all brands in 4 categories – Food & Beverages, Household Maintenance , consumer
durables & personal care. We were able to identify the following across relationship
types
Category Emotional Functional Self Expressive Grand Total
Consumer Durable 1 5 2 8
Food & Beverages 5 2 5 12
HH Maintainance 1 7 8
Personal Care 4 6 4 14
Grand Total 11 20 11 42

We can identify that the functional attributes across brands have a higher degree
of relationship across categories with an exception of F&B where emotional &
self expressive relationship have a higher pull
1d) Are Jean’s brand relationships different from Karen’s or Vicki’s? Whose brand relationships
are strongest? Why?

 Yes, Jean’s brand relationship are different because:-

 Prefers particular products over brands , while Karen is price sensitive & need based,
vicki’s loyal to the category & the value derived from the a superior product , or the
esteem / status it carries in the society
 I would argue that Jeans Relationships are the strongest as:-
 Experience based, after using other products Vs karen & vicki like a brand without trying
the others
 Specifies products as BEST in her statements, where as karen & vicki show preference,
and back up reasons for the preference
 Karen is likely to switch brands based on price and convince to fit her routine, even
though she prefers familiarity, we cannot say much as she has the tendency to give into
other peoples choices. We would argue that jeans brand loyalty is the weakest among the
three individuals
 Vicki is in the phase of self discovery, possible she might have the tendency to switch the
brand on experimenting on a better product
2.) Think about the pool of brand relationships available for study in the case.

Jean – Brand Association

•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
•Uses Brands which reminds her of her family
•Buys the best brands
•May switch brands only if functional benefits are substantial

Karen– Brand Association

• Brand associations vary widely across product categories.
• Indifferent to brands used for general domestic purpose.
•More driven towards cost effectiveness
•Believes that all big brands are equally good
• High level of loyalty to personal brands
• Not a frequent switcher and early adapter.
• Uses brands mostly out of habit and history.
•Affected by the choices of family members
•Likes easy to cook product brands
Vicki– Brand Association

•Strongly related to her parents and roots.

• Bonds with friends of past and present.
• Looks for long term relationships
• Faithful and Loyal
•Variety seeker when It comes to certain things but by and large very
consistent with her rituals and stuff like that.
•More aware about things and tries to make a informed choice rather than
just going by past associations.
2.2) Can you think of ways to summarize and describe these relationships in ways that
might be managerially useful?

•Jean buys some Brands like Rever Ware Stainless Steel and Pastene tomatoes
for their functional value

•Philip Berio Olive oil & Progress Bread crumbs are bought due to emotional
value

•Electrolux vacuum cleaner is bought because of her Belief that it is the best

•Karen Uses Mary Kay and Dove due to Sensory value

•Vicki uses Opium because people notice her and it provides social value
2.3)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?

ADOPTION

LIKING •Intimate Musk- Vicki

•Mary Kay- Karen

KNOWLEDG
•Dove-Karen
E
•Opium-Vicki
AWARENES
S •Electro Lux-Jean

•Frigidaire-Jean

Weak Brand Strong Brand

Behavioral Loyalty

1. Which Brand do you usually Buy?

2. Which Brand did you use last time?
3. Which brand do you currently possess?
4. Which brand do you consider buying?
5. Which brand will you buy next time?

Brand Substitutability

6. Which brand did you buy last time?

7. If the brand had not been available, what would have you done?
2.4) Why do some relationships decline and dissolve while others intensify and
endure?

• Delivery of value and quality

• Innovation

• Differentiation

• Competition
5) How does a high quality relationship form and evolve over time?
6) Think about the traditional ideas of brand loyalty, customer satisfaction, and
brand equity. Have the stories of Jean, Karen, and Vicki disturbed your sense of
the meaning of these terms in any way?

Informant Name Is there any Deviation ? Comments

Jean NO She has a very strong sense of

loyalty towards the products she
buys and feels that its worth the
money. She is satisfied and does
not mind paying more.

Karen Slight She chooses products based on

price and discounts . She buys the
items available in sale. She shows
some sense of loyalty towards the
products which make her feel look
young.

Vicki NO She is a variety seeker. She likes

trying out new stuff but she is very
loyal to the brands she uses.
7)If you had to predict three consumer-brand relationships that would endure five
years after these initial interviews, which would you select? Why those?
Jean Karen
Pastene tomatoes Mary Kay
Jean will definitely continue to use this She will definitely continue to use this product
product in the next 5 years, since it satisfies all in the next 5 years, since it satisfies all the 3
the 3 values of Central, Expressive and values of Central, Expressive and Functional
Functional
Central Value
Central Value -It is really made for me
- I always buy this brand, it is the best Expressive value
Expressive value -The thought of not having it makes me nervous
- The others use rotten tomatoes -I depend on it more and need it more
-They use the best sauce you can tell Functional
Functional -It keeps me younger
-The tomatoes used are perfect and the best

Vicki
Intimate Musk
She is likely to continue to use this product in the next 5
years, since it currently satisfies all the 3 values of Central,
Expressive and Functional

Central Value
-I have gotten that every year since
Expressive value
-I am definitely a variety seeker when it comes to certain things
but I mean, on the whole I am pretty consistent with my rituals
and stuff like that.
-I can’t imagine not having
Functional
- You smell good
 e s
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