1. 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

2. 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 • Recently Divorced • University Student
husband • Working Mother – Daughters • Recently moved out
• Italian Origin Aged 8 & 12 • In the process of Identity
• Personality Traits • Personality Traits formation.
• Hardworking • Self disciplined • Conflict between dependence
• Family Oriented • An under-achiever & interdependence
• Independent • Responsible and caring • Outgoing and people
• Strong • Aspiring and youthful oriented.
• Honest • Self centred • Self assured and confident.
• Disciplined and organized • Unsure and undecided of long • Ideological and stands for
issues
• COMPASSIONATE term perspectives in life
• Strong association with ex- • Loyal towards people &
• SACRIFICE
spouse and mother brands
• Believes in “No pain no gain”
• Influenced by close • Very little Experimentation in
• Social – love & care for order to find oneself
People personalities
• Looks for solace • Does not get influenced by
• Part of closely knit community choices of others
– intimate • Gullible in relationships
• Honest and true to self.
• DOES NOT LIKE CHANGES • Professional and keeps to
• LOYAL TO GROUP herself at work environments
EXPECTATIONS • GRASPS FOR FAMILIARITY
• FOLLOWS ROUTINE

3. 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
Her relationship is having EXPERIENTIAL VALUE. With the following brands she
 inBelieves in of products conveyed byof brands
Believes using a mix message from a variety the brand associates because it bring
shown below: resonance, by bringing
• Revere Ware – Stainless Steel Pot
RELATIONSHIP VALUE
• Pastene Tomatoes
• Philip Berio Olive Oil • Reminds of Mom
• 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)

4. 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
BRAND•SUPERIORITY :isFor Comet vs. Ajax
Buys what “Demanded of her” STRINGENT
EXPERIENTIAL VALUE : • Mary Kay
• For Gateway vs. Apple • Dove Soap – Changed
• For Success Rice
after dial (used by
Influenced by other relationships for the products: mother)
Jim : • Gatorade
• Mop & Glo Vs Palmolive • Reebok running shoes
• Dove
• Brand of Mayonnaise • Coke
• Hellman Vs Miracle Whip
Mother
• Joy Soap
• Lysol cleaner
• Ban Vs Right Guard

5. 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
Perceived BRAND SUPERIORITY & LOYALTY SHOWN for the following brands, giving strong
• Floral based products preferred
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

6. 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 & Emotional Italian
vinegar
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

7. Brand Relationships – Jean - Cont
Brand Relationship Type Reason for buying
Fridgeidaire refrigerator Functional Perceives Best Refrigerators
Electrolux Vacuum Self Expressive Perceives Best
Cleaner
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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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.

15. 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

16. 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?
•Intimate Musk- Vicki
•Mary Kay- Karen
•Dove-Karen
•Opium-Vicki
•Electro Lux-Jean
•Frigidaire-Jean
Weak Brand Strong Brand

17. 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
1. Which brand did you buy last time?
2. If the brand had not been available, what would have you done?

18. 2.4) Why do some relationships decline and dissolve while others intensify and
endure?
• Delivery of value and quality
• Innovation
• Differentiation
• Competition

19. 5) How does a high quality relationship form and evolve over time?

20. 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.

21. 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
- The others use rotten tomatoes nervous
-They use the best sauce you can tell -I depend on it more and need it more
Functional Functional
-The tomatoes used are perfect and the best -It keeps me younger
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

22. 8) Draw a Brand Hierarchy pyramid for any of the brands in use by either of
Jean, Karen or Vicky .
MARY KAY
Karen has
great affiliations
with this brand
She feels the products keeps her younger to
the extent that the non- availability makes her
disappointed
She credits much of appearance to Mary Kay and feels dependent on
it.