exploring brand-person relationships3

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Exploring Brand-person relationships:

Three life histories

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JEAN

Age 59

Education High School Education

Occupation Barmaid

Marital Status Married

Family Empty-Nesters (Strong Ties with married Children)

Cultural Orientation Italian married to a CanadianAfter a limited expression of ethnic identity finds tilted towards her Italian Roots.Connects with any thing that is Italian

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JEAN

Life Stage Ready for retired life but want to continue working for some extra money(agreed cause) but really like to be in company of people especially Italian people(Hidden cause)

Generation Cohort Ready to retire, retired people, Not many inspirations, Desire to go back to the roots

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JEAN• Her Childhood was a constant struggle for sustaining in life

and home

• She developed excellent house keeping skills to prove her worth

• Now when she looks for Brands she also seeks that characteristics

• Any thing that survived for long period got to be good(Just as I survived as I was good and hard working )

• INTEGRITY & HONESTY is the of utmost importance rest every thing is secondary

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Jean

Goals To sustain in life and help others in doing same

Concerns About the people who do not do anything for themselves

About Herself Survival through ExcellenceShe wants to do whatever she does in best possible way (Bed Sheets, Pasta Sauce, Henry Being the Best)

Sources of Pleasure Helping others,Recognition from others“Oh, Auntie Jean, I love you”“What a beautiful house I have”

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Jean

Pain She feels deeply for the people who do not do any thing for themselves.David, People at Bar

Tension In childhood she went through tense moments of loosing the house. That tension has remained with her for her life. “I just Like a nice house”

Issues Is a Italian by heart, but went through “limited expression of her ethnic identity” for her family.Now she wants to be more Italian. Visit Italy. Italy is becoming synonymous with “Home”Likes to speak with Italians at work place

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Jean

Motivation To sustain through excellence. Over the years need to be self sufficient and in control has set in.

Family Utmost importance, Many of her choices are influences by Family. Loyalty to family more than the self loyalty.

Friends and Community Any change needs to be initiated and strongly backed by friends(or Family)Sense of belonging to the community. However not very great influencer in the decisions

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JEAN – Socio Demographic profile

• Belongs to a group of 55- 65 year olds who • have worked hard for all their lives• Are about to retire or have just retired• Children are grown up and have moved on• Financially secured but not affluent

• Want to be in their homes till their death• Very few inspirations to travel• A treasure of old memories and extremely low appetite and

desire to try out any thing new• Have a feeling of “having lived a fulfilling life”• Slowly community taking over the space traditionally

occupied by family (extended included)

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JEAN’S Brand selection process• Word of mouth, Friends Recommend • Eg. Jenn Air, DeMoulas salad dressing

• Past experience of Functional performance • Eg. General Electric iron, Electrolux

• Quality and service• Eg. Honey-of-a-Ham store, Gloria, ShimmerLights Shampoo

• Emotional attachment• Eg. Progresso bread crumbs and vinegar because it is

Italian

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JEAN’s Brand StoryJean’s Brands

Rever Ware Stainless Steel Bounty paper towels Pastene Tomatoes(Kitchen Ready)

Hunts Special Sauce Jenn-Air Comet sink cleaner

Philip Berio Olive Oil Fridgeidaire refrigerator General Electric irons

Progresso bread crumbs &vinegar

Electrolux vacuumcleaner

Aussie Miracle shampoo

Contadian Tomato Paste Tide detergent Estee Launder(Mom)

Johnnie’s Foodmastermeat

Gloria(Service)�

De Mulas salad Dressing(Friends by chance)

Bugles Snacks, Team Cereals(Doughters), Jell-o pudding,Nestle’s Quick

Kohler Sink (Friends and family)

Honey-of-a-Ham (Quality-Italian craze for food)

Skippy Peanut Buter (Tried others but always came back)

Shimmer Lights(MY Shampoo!!!!!!)

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JEAN’s Brand StoryProducts or categories form her “inner sanctum” of brands

Shimmer Lights(MY Shampoo!!!!!!)Self Gratification Best for me

Common things among the brands

Brands which are there for a long time. Brands that have “survived”

Size of brand set Very large, Carefully augmented over the years

Characteristics of therelationships she has withthe various brands in theportfolio of brands she uses

I want to have the best I have worked for them and I deserve them

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JEAN’s Brand MotivesBrand Type of

relationship Reason for Buying Continue

after 5 year?

Rever Ware Stainless Steel

Functional Sauce doesn’t burn Yes

Pastene Tomatoes

Functional Best taste for sauce Maybe

Hunts Special Sauce

Functional For addition of taste May be

Philip Berio Olive Oil

Emotional(Italian Origin)

She feels that the taste is better

yes

Progresso breadcrumbs & vinegar

Emotional They are Italian yes

Johnnie’s Foodmaste meat

Emotional They taste good Yes

Contadian TomatoPaste

Functional For addition of taste No

Bounty paper towels

Functional She likes using them May be

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JEAN’s Brand MotivesContinue After 5 Years?

Jenn-Air Perceived Value She has heard about it No

Fridgeidaire refrigerator

Self-expressive Extremely good experience with product

Yes

Electroluxvacuum cleaner

Self- expressive She believes that it is the best

Yes

Comet sink cleaner

Functional Tried because her old brand, Bon Amidegraded in quality

No

Aussie Miracle shampoo

Functional Does not make her hair flat

May Be

Tide Detergent Functional It dissolves in the water No

General Electric irons

Self- expressive Gifted by someone Yes

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KAREN

Age 39

Education Collage Dropout

Occupation Office manager at Southern University

Marital Status Divorced

Family 2 Girls aged 8 &12

Cultural Orientation American

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Karen

Life Stage At the door steps of forty. Really does not know what to do next.

Generation Cohort Divorced Single Mother of 2 at forty. Really Confused

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Karen• Has constant fear that she might turn like her mother;

never to remarry again

• Wants to give her children a big push something she never got

• She has lost confidence in herself and looks for a reliable, strong, dependable BRAND(some things she did not find in her husband)

• Being a single mother of 2, money is always short so looks for the bargains even in day to day brands, however the brand should be strong: there is no place for weak brands in her life: They are just not dependable!(like her ex)

• Great (perceived)Value at the best Price

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Karen

Goals Wholly centered around children, Give them better options than what she got. Find a new husband

Concerns She might go her mothers way, never to get married again

About Herself She thinks she was done well enough to be here but just missed on the marriage part. Even though she does not say that she does think that her ex was not really dependable. Has strong belief and desire to succeed in life

Sources of Pleasure Her Kids, Her athletic looks and her feeling younger than actual age(Still drinking coke)

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Karen

Pain Not having a man in her life, Not being able to get ahead with her career

Tension Her kids need her, She needs a Husband and wants a better career: Time is running out (Almost 40)

Issues Financially ok but does not have much left for selfHectic schedule leaves very little time for herselfEven nearing 40 there is much yet to be done

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Karen

Motivation To bring up kids in better way, To lead a better life in future

Family Just two daughters

Friends and Community Not many too busy with kids and self

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Karen– Socio Demographic profile

• A 39 year old single mother of 2 daughters • Not really brand conscience but unconsciously very

much brand dependent• Enough Income to keep the family in quite a well

manner• Office job that is quite flexible if needed• A feeling that best of the life’s achievements are yet to

come• A drive and energy to keep looking for those

achievements• An extreme desire to get the ex out of life and move

ahead but stalled by the realities of life• Not many friends as free time available is really limited• Family ties extremely minimal may be only during the

festivals• In General category items brand really does not mater• But when it comes to high involvement items Brand plays

very importance role

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Karen’s Brand selection process• Convenience and affordability • availability • discounts

• Recommendation (mother, ex-husband) • Cognitive miser

• Products to maintain her youth and vigor • Eg. Reebok Shoes, Mary Kay Cosmetics

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Karen’s – Brand StoryDetergent: Tide, Cheer, Surf

Success Rice�

Comet Gateway

Joy Ban

Miracle Whip� Mary Kay

Dove Gatorade

Reebok Coke

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Karen’s – Brand StoryProducts or categories form her “inner sanctum” of brands

Mary Kay, Gatorade


No very brand conscious, Most of the well known brands are good

Size of brand set Relatively smaller


Longer relationship,This brand works for me�

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Karen’s – Brand StoryBrand Type of

relationship

Reason for Buying 5 yrs Later

Detergent: Tide, Cheer, Surf

Functional Not able to distinguish between brands. Depend on- Sale, location, display

NO

Success Rice Functional Feels it is one-of-a-kind NO

Comet Functional Dislikes Ajax because of low performance

NO

Gateway Functional Preferred over Apple May Be

Joy Emotional Mother used to buy No

Ban Emotional Get away from Jim NO

Miracle Whip Emotional Get away from Jim NO

Mary Kay Emotional Believes it keeps her younger, This is perfect

YES

Dove Functional Feels Good YES

Gatorade Emotional Likes the taste, I need all the energy I can get

No

Reebok Emotional Emotional attachment May Be

Coke Social Pressure

I will not give up Yes ( may be diet)

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Vicki’s Brand selection process• Some thing which is differentiated from rest • eg. Ivory, Victoria’s Secret, Opium

• Suggestions from friends• Self Identity• This fragrance suits me and projects me good

• Past beliefs• Eg. B&M Baked Beans and Friendly’s Ice Cream

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Vicki

Age 23

Education Studying Post Graduation

Occupation Student

Marital Status Unmarried

Family Lives of her own, but still strongly connected with the family

Cultural Orientation American

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Vicki

Life Stage On verge of First Job

Generation Cohort Just finished collage, First Job

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Vicki• Is not sure if continue education for some more time or get

a job

• Wants to try out many things; do not want to loose out on anything

• What she really needs is a boy friend who could be future husband

• Parents are important for providing means and support moral but mostly expressed through materials

• Variety Seeking Behaviour

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Vicki

Goals Not clear on Career front, Getting married is important

Concerns Does not have a boy friend

About Herself I am good the way I am, I do not wear mask and I stand by my views

Sources of Pleasure Material belongings, Friends and Family

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Vicki

Pain No Boy Friend! What am I going to do after collage

Tension I might remain single for long. What to do with the career. I do not want a job in which I am not happy

Issues No real issues but perceived ones like how should I project myself, What if I wear this than that?

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Vicki

Motivation Family and friends

Family Highly supportive both financially and emotionally

Friends and Community Highly dependent on friends, Can not let them go as time passes, Needs them for emotional support and guidance

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Vicki– Socio Demographic profile• A 23 year old single student studying for post graduation

• Extremely brand conscious • Wants to express herself through brands• Brands keep on changing along with the internal

struggle to identify with true inner self• Need for continuous endorsement some times in the

form of the endorsement of the brands• With the brands which I use I make a statement about

myself• I am what my brands are• I am very faithful and serious person only top end brands

with youth and integrity will do

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Vicki’s – Brand StoryIvory- Soap, Shampoo, Conditioner

Crest- Toothpaste��

Soft n dry Intimate Musk

Opium JordacheLove

Victoria’s Secret Giorgio

Maidenform, Playtex, Bali

Aveda Elixir

Aromatics Mint Rosemary Shampoo

B&M baked beans Friendly’s

Tetley Lysol

Dow Metadent- Toothpaste

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Vicki’s – Brand StoryProducts or categories form her “inner sanctum” of brands

May be IVORY, She is just getting to know brands and they are just “my brands” nothing else


Normal flow from well doing family brands like Ivory to more personality oriented brands like Opium, Victoria’s Secret

Size of brand set “Variety Seeker” Just getting introduced to brands:


Brands complete me! Most of the brands she is so found of now will be given up

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Vicki’s – Brand StoryBrand Type of

relationship

Reason for Buying 5 yrs Later

Ivory- Soap, Shampoo, Conditioner

Self Expressive

Wants everyone to associate her with Ivory

No

Crest- Toothpaste Functional Suits best for her needs May Be

Soft n dry Emotional Peer Recognition May Be

Opium Self Expressive

People notice her No

Intimate Musk Self Expressive

She wants to be smelt like it No

Jordache Love Musk

Emotional Bought during Christmas Musk

Victoria’sSecret, Maidenform, Playtex, Bali

Emotional For different types of use and at different time of the day

No

Aveda Elixir Emotional Depends on her mood May be

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Vicki’s – Brand StoryBrand Type of

relationship Reason for Buying 5 yrs

Later

Aromatics Mint Self Expressive

Given by her friend No

Rosemary Shampoo

Self Expressive

Given by her fried No

B&M baked beans

Emotional She loves to have them No

Friendly’s Emotional For the pleasure of taste No

Tetley Emotional Does not know about anything better at that time( used by mom)

May Be

Lysol Emotional Because her mom uses it No

Dow Functional Dow is the new and Improved Product

Yes

Metadent- Toothpaste

Functional Its new science No

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Socio Demographic ProfileJean Karen Vicky

Personality Complaint, Helpful

Detached, Overworked

Aggressive, Self centered

I am Survivor and achiever

Mother and a Woman with a life ahead

Who am I

Why Buy? What she needs

What she needs

To explore

Why Brands?

To ensure quality

To ensure quality

I want to see what is the best

Family Nuclear Family

Single Parent Single

Family Life Cycle

Empty Nest Extended Full Nest 2

Maslow’s Hierarchy

Social Safety and Security

Esteem Needs

Relationship Form Definition Examples

Arranged marriages Non-voluntary union imposed by preference third party. Intended for long term, exclusive commitment long term, although at low levels of affective attachment.

When married Karen adopted her husband’s favorite brands.

Casual friends or buddies

Friendship low in affect and intimacy, characterized by sporadic or infrequent engagement.

Karen switches between different five brands of detergents buying whatever is on sale.

Relationship and Brand


Marriages of convenience

Long term committed relationship precipitated by environmental influences vs deliberate choice

After a move of residence Viki can’t buy her favorite brands of baked beans which makes her reluctantly switches to competing brand.

Committed partnerships

Long term, voluntarily imposed, socially supported union high in love, intimacy, trusts and commitments to stay together

This is the relationship form Jean has with the most of the brands she uses for cooking and cleaning.


Best Friendships Voluntary union based on a principle of reciprocity, characterized by true self, honesty and intimacy.

In karen’s phase of finding her feet after divorce, morning running means a lot to her and a symbol of her new self. In this connection “Reebok” is the best friend to her.

Rebounds/avoidance driven relationship

Union precipitated by desire to move away from prior to available partner as opposed to attraction to chosen partner.

At work Karen could choose between Gateway and an Apple computer. She choose the prior as she dislikes Apple computer.


Compartmentalized friendship

Highly specialized, situational confined, enduring friendship characterized by lower involvement.

Vicki uses different types of perfume brands to display different sides of herself at different situations.

Kinships Non-voluntary union with lineage ties

Vicki and Karen have inherited some brand preferences from their mothers.

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References• Brand Management Research, Theory and Practice by Tide Heding• Brand Management by Kevin• Strategic Brand Management By Kevin• Possesion and extended Self By Russel• Consumer Behavior By Schauffman and Kanuk

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•Thank You

exploring brand-person relationships3

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