bm6_brand-person relationships - copy

8/3/2019 BM6_Brand-Person Relationships - Copy

1/17

Exploring Brand-Person

Relationships


2/17

Jean

59 year old married empty nester

Family oriented

Derives self-esteem from house-related work

Prefers a localized, warm environment

Averse to change or relocation

Motherly and family-oriented by nature

Values hard work, sacrifice, diligence andindependence

Concerned about yet derives a sense of selffrom others opinions about her


3/17

Jean-Brand Relationship Analysis

Item Brand Source of BrandValue

Remarks

Stainless Steel pot Revere Ware Experience Considered best

from experience

Tomatoes Pastene Reputation and

Experience leadingto Relationship

Meat Johnnies

Foodmaster

Experience leading

to Relationship

Quality

Italian Flavoured

bread crumbs

Progresso Experience leading

to RelationshipOlive oil Phillip Berio Experience

Paper towels Bounty Experience/Reput

ation leading to

Relationship

Jenn Air Kitchen Appliances Reputation They say that it isthe best


4/17

Item Brand Source of Brand

Value

Remarks

Shampoo Aussie Miracle Experience

(functional)

Preference due to

negative experience with

other brands-flat hair

Detergent Tide ExperienceIron General Electric Good experience

leading to assumed

Reputation

Willingness to try

what trusted

friends suggested

MBA Harvard Experience leading

to negativereputation

Attitude of her

husbands bosses

Perfume Estee Lauder Symbolic Sentimentalassociation in spite of

bad experience-

association with her

motherSnacks Bugles Symbolic Sentimental

association with her

middle daughter/

empty nest syndrome

Cereal and misc.

foods

Team, Bunny

Yummies, NestlesQuik

Symbolic/others

experience

Lizzies liking for it

(youngest daughter);empty nest syndrome


5/17

Item Brand Source of Brand

Value

Remarks

Stainless Steel sink Kohler Good reputation

leading to bad

experience andrejection

Regret due to

purchase based on

others opinions

Salad Dressing DeMoulas Reputation leading

to positive

Experience

Rare adventurous

spirit driven by

circumstances

Paints Benjamin andMoore

Reputation Painters opinion

Boars head from Glorias Relationship They cut it nice and

thin

Pudding Jell-O Symbolic Memories

associated withLizzie

Cleaning agent Bon Ami Reputation besed

purchase leading

negative Experience

Comet purchase a

result of reputation

and negative

repuation with

another brand


6/17

Strength of relationship

Jean is moderately attached to her brands.

Her relationship-a function of experience

and values-her brands exhibit sincerity,domesticity, a quiet self-esteem.

She derives value from her work.

Her brands serve to reinforce her principles,not vice versa.


7/17

Karen - Profile 39 year old Divorced mother to two girls

College Drop-out and Office Manager by occupation

Sense of Disparity between what she has attained & what she really wants

Incommensurate Goals:

Self-Interest vs. Kids Interest

Desire for Change vs. Stability

Motivated by avoidance of things she does not want to become

Wants to be better mother to her kids compared to her own mother

Believes that - If you like something stick to it

Maintains youthful appearance


8/17

Karen-Brand AssociationsBrand Brand Story Reason for Association

Mary Kay Experience Believes it is the reason she looks so young

Joy , Ban Experience Got used to because her mother used

Success Rice Reputation Only one of it kind in its category

Dove Experience Liked it when started using it

Gatorade Experience Likes the taste

Reebok Relationship Have been there always

Coke Symbolic Wants to make a statement


9/17

Strength of Relationship

Karen is moderately attached to her brands.

Serve a function of utility and partial self-

expression. They do not particularly serve to boost self-

esteem.

Brands- a regular part of life-not excessively

focused upon. Loyalist with respect to a few brands-more on

account of brand inertia.


10/17

LIFE STORY DETAILING - VICKI

Vicki a 23 year old graduate student at a major Southernuniversity

Conflict between dependence and independence

Does not negotiate her views and doesnt care if othershave different views

Likes her feminine nature (hair, scents, clothes)

Aspires to be true to herself and remain committed to herbeliefs

She uses the best brands and wants others to recognize thebrands that she uses

She wants to make a mark by having an identity

Emotional, Independent, Cognitive and Self Esteem are fewof her social traits


11/17

Vicki-Brand Relationship AnalysisBRAND BRAND STORY

(Reputation/

Relationship/Experience/

symbolism)

Reason for Association STRENGTH OF

ASSOCIATION

Ivory- Soap,

Shampoo,

Conditioner

Symbolism Wants everyone to associate

her with Ivory

Strong

Crest- Toothpaste Experience Crest is best suited for her

needs

Strong

Soft n dry Symbolism Peer Recognition Strong

Opium Symbolism Wants people to notice her Strong

Intimate Musk Relationship She likes to be smelt like it Strong

Victorias

Secret,

Maidenform,

Playtex, Bali

Experience/

Relationship

For product specific use at

different times

Strong


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BRAND BRAND STORY REASON FORBUYING

STRENGTH OFASSOCIATION

B&M baked

beans

Relationship She loves to have

them

Strong

Friendlys Experience Pleasure of taste Strong

Tetley Experience Because her momuses

Strong

Lysol Experience Because her mom

uses

Weak

Dove Symbolic New & improved

product

Weak

Metadent-

Toothpaste

Relationship Uses because of

hygiene Factor

Weak

Aveda Elixir Relationship Usage depends on

her mood, weak

sense of relationship

Weak


13/17

Strength of Relationship

For Vicki, brands make her identity.

Associates her personality with certain

brands and vice versa. Strong symbolic attachment.

Definitely an integral part of her life.


14/17

Endurance of Brand Relationships

Some brands have endured and will continue to endurewhile others wont.

Depends on the brand-need-personality resonance.

Ex: Jean: Domestic personality-is most attracted tohonest, down-to-earth brands-should most importantlyserve functional purpose.

Vicki-college going-needs peer approval-most attractedto brands that build/complement her personality.

Endurance of a brand-depends on how this relationshipchanges over time.

Brands should be able to suit all stages of life-shouldadapt to your lifestyle to endure.


15/17

Three brands most likely to

endure Based on the previous slide:

Pastene tomatoes-Jean

Ivory Soap-Vicki Coke-Karen


16/17

Brand Heirarchy for Team Cereal(Jean)

FUNCTIONAL:

Provides nutrition and a healthy way

to start the day

BENEFITS:

Lizzie liked it-repeat

purchases. The smile onLizzies face.

CORE BELIEFS

AND VALUES:Nostalgia. Helps

relive the past.

Happy home feeling.


17/17

Thank You!

bm6_brand-person relationships - copy

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