1. BRAND PERSONAL
RELATIONSHIP
Group 3
Submitted by:
Ken Sekhar FT13141
Garima Yadav FT13220
Abhishek Sharma FT13300
Jeewant Singh Gupta FT13340
Vaishnavi Shrikhande FT13384
Lathish Venugopal FT13435

2. Personality Sketch- Jean
• 59-years old Italian, married, working as a barmaid
• Middle-class, large family(extended)
Personality Sketch Brand Associations
Hard-working/ Honesty/ Integrity High Quality/Best – Revere ware, Pastene
tomatoes, Philip Berio olive oil, Progresso
vinegar, Bounty paper, Jenn-Air, Electrolux,
Tide
Homely/ family oriented/ Compassionate Family associations – Estee Lauder, Team
cereal, Jell-O-pudding, Bunny yummies
Confined to her comfort zone Established Brands- Frigidaire, General
Electric,
Traditional Personalized Service- Boar’s head from
Gloria market, Chem-Dry, Benjamin and
Moore
Independent/ Confident Deserves – Shimmer Light shampoo, Skippy
Needs association/affiliation DeMoulas
Cleanliness/Hygiene Hygiene – Tide, Aussie Miracle shampoo,
Comet sink cleaner, Kohler

3. Personality Sketch- Karen
• 39-years old, divorcee, working as a office manager
• Middle-class, 2 children, busy and hectic lifestyle
Personality Sketch Brand Associations
Confused Indifferent towards most brands – thinks
big brands are all alike, Mop and Glo,
Pamolive (used from influence of others)
Seeking companionship Companionship- Reebok, Coke
Prefers simplicity, time saving activities Convenient buyer- Success rice, Tide(on
display basis)
Penurious On Sale/Coupons – Detergents, Dish
washing liquid,
Conscious about her appearance Strong association – Mary Kay, Dove
Loyal Gatorade, Ban

4. Personality Sketch- Vicki
• 23-years old, single, student
Personality Sketch Brand Associations
Loyal/ committed Loyal – Ivory, Crest, Intimate musk, Opium,
Soft n Dry,
Feminine/ Wholesome/ Purity Pure – Ivory, Victoria’s secret,
Prefers Brands which reflect her personality Aveda Elixir, Aromatics Mint, Rosemary
shampoo
Cleanliness Crest

5. Brands used
 Life stories of our three informants.
 Relationships with the brands they
know and use.
 Connections formed between
consumers and their closely-held
brands.
 Are these connections specific to
individual brands, or can patterns be
identified across brands in a given
consumer's portfolio?
 Are Jean’s brand relationships
different from Karen’s or
Vicki’s? Whose brand relationships
are strongest? Why?

6. Life Story Analysis And Brand Relationships- JEAN
Life story Relationships
Yes, Jean has a close relationship and
Very particular about the
association with the Brands she uses.
Tensions in personal life, a
troubled childhood, Given a
products that define her forte-
cooking and housekeeping. Is
She is a hard working woman, strong by
step motherly treatment
etc.
critical in analyzing these
products and has formed a
Nature, has seen lots of ups and downs
close association. in life and likes a life of certainty.
One common thread running
Needs to be affiliated to a
through the brand set she
group. The need for
affiliation is strong. Willing
uses- these are all well known Similarly, the brands she uses have had
brands. She doesn’t want to
to not use her material
possessions (jewelry, fur
“experiment” and spend on a proven track record, are known for
something that is absolutely
coat etc.) in order to remain
accepted within her group.
new. In a sense, it is inline with long-lasting products and are not
her affinity to “certainty”
necessarily the “economical”
She is motivated to meet Has worked hard for her substitutes.
the same people every day. “things” and expects her stuff
She feels that she is well to be as long-lasting and “hard
known amongst her peer working” as she herself is. Eg.
group and values her She states that things made in
“extended” family. the older days lasted longer.
GE iron.
She is happy in her life and is
not receptive to change.
Tends to hold onto the
“things” she has attained.
Works hard for the things she
likes, preserves them well and
is materialistic.

7. Life Story Analysis And Brand Relationships- KAREN
Life story Relationships
We believe that Karen leads a fast paced
life-style and is probably facing a mid-
Experiencing mid-life crisis.
Is on the lookout for products
that make her look younger.
life crisis. She wants to give her children
Has a very fast paced
lifestyle.
Mary-Kay. Also looks out for
products and brands that can
the best of opportunities. She is also
help her fast paced- lifestyle. very particular about her make-up stuff.
Her Reebok shoes and her
Facing conflicts of interests resistance to give up Coke are She has a close association with the
between her self-interests
and her kids interests
strong determinants of her
holding onto things and
brands she has been using since
memories.
childhood and the ones that have been
suggested to her by her mother and
She trusts the experts
Her motivation to look (gatorade), usually chooses other important people in her life.
younger than others of her generic products that are
age is a strong . Lives a cheaper (detergents) and at the
structured and disciplined
life- manages time for
same time, she is particular
about the products that matter
She is also confused for a major part of
herself to her specifically.
her life and usually picks the alternatives
that are cheaper and fit the “need of
Seeks companionship,
reflects back on the life
the day” the best.
she has seen and wants to
give her children what she
could not get. Has
budgetary constraints

8. Life Story Analysis And Brand Relationships- VICKI
Life story Relationships
Yes, Vicki has a strong relationship with
the brands she uses. She identifies
Conflict between
dependence and In certain sense she is a variety herself with the brands she uses. She
independence. She also seeker, but is very particular
consulted a career about the brands she uses. Has a sees herself as being pure and simple
couselor- confused about huge brand set,
her future path. and makes sure that it reflects in the
brands she uses. Known as the “ivory”
Very strong views which
she is not ready to Associates herself with ivory girl.
compromise on. (simple and pure), elixir (scent)
Committed to friends and and other products that have
people she likes. The same anything to do with flowery
resonates in the brands fragrances. She has a thing for scents and these
she picks.
days, she is mostly into flowery scents.
She is a strongly committed person in
Is very aware about her
feminine nature- flowery
For most of the brands she uses,
she has been a long standing
real life and this reflects in her attitude
fragrances and bedsheets
etc. Simplicity and purity
user. She has stuck to brands
and practices loyalty and strong
towards brands as well.
define her. affiliation in her real life as well
She is also biased towards the brands
Semi-dependent on her
parents, likes her family, is
she uses. This might also have
OK with the idea of putting
up with her parents for
something to do with “I can do anything
some time to save up for
her own place.
for my friends” attitude.

9. Brand Stories Analysis- Jean
Brand Type of Reason for Buying
Relationship
Jenn-Air Self-expressive- She just knows about the brand and is using it
Weak because she has heard about it from her peer
group
Fridgeidaire Functional- Trust in the company
refrigerator Strong
Electrolux vacuum Self-expressive- Trust in the company
cleaner Strong
Comet sink cleaner Functional- Moved to this brand because her old brand
Strong malfunctioned and deteriorated
Aussie Miracle Functional- Thinks that it is good for her hair
shampoo Strong
Tide Detergent Functional- High functional utility.
Weak
General Electric irons Self-expressive Gifted by someone- still works better than others
and functional

10. Brand Stories Analysis- Jean (continued)
Brand Type and strength Reason for Buying
of Relationship
Rever Ware Stainless Steel Functional- strong Sauce doesn’t burn- gifted on to her
daughter also
Pastene Tomatoes Functional- medium Best taste for sauce- ready to use
Hunts Special Sauce Self-expressive- For addition of taste- may or may not
medium use again
Philip Berio Olive Oil Emotional- strong She feels that the taste is better-
experiential value
Progresso bread crumbs & Emotional- strong They are Italian and she has recently
vinegar developed an affinity for Italians.
Feels like home.
Johnnie’s Foodmaster meat Emotional-strong Likes the taste
Contadian Tomato Paste Self-expressive- For garnishing and additional taste
Weak
Bounty paper towels Functional- Strong Likes this brand because its more
renowned.

11. Brand Stories Analysis- Karen
Brand Type of Reason for Buying
relationship
Detergent: Functional- Not able to distinguish between brands.
Tide, Cheer, Surf Weak Depend on- Sale, location, display
Success Rice Functional- Feels it is one-of-a-kind
Strong
Comet Functional Dislikes Ajax because of low performance
Weak
Gateway Functional Preferred over Apple
Weak
Joy Functional Her mother used to use it
Weak
Ban Functional No specific reason
Weak

12. Brand Stories Analysis- Karen (continued)
Brand Type of Reason for Buying
relationship
Miracle Whip Functional No specific reason
Weak
Mary Kay Emotional- Believes it keeps her younger
Strong
Dove Self Feels the difference on using Dove and on using any
Expressive- other soap.
Strong
Gatorade Emotional- Likes the taste
Strong
Reebok Emotional- Emotional attachment
Strong
Coke Self No specific reason
Expressive-
Strong

13. Brand Stories Analysis- Vicki
Brand Type of Reason for Buying
Relationship
Ivory- Soap, Shampoo, Self Expressive- Wants everyone to associate her with
Conditioner Strong Ivory
Crest- Toothpaste Functional- Weak Suits best for her needs
Soft n dry Self-expressive- Peer Recognition
Strong
Opium Emotional- Strong People notices her
Intimate Musk Emotional- Strong She wants to be smelt like it
Jordache Love Musk Functional- weak Bought during Christmas
Victoria’s Secret,Maidenform, Functional- Strong For different types of use and at
Playtex, Bali different time of the day
Aveda Elixir Emotional- medium Depends on her mood

14. Strongest Brand Relationship
• Jean’s relationships seem to be the strongest amongst all three
– She has tried and tested the products over a longer period of time as
compared to both Karen and Vicki
– Karen is confused about her brands anyway and Vicki has just started
developing a taste and affinity for brands.
– Jean has worked hard for each of her possessions and values hers possessions
highly. Therefore, she is bound to be more particular and strongly associated
with her choice of brands.

15. Description of pool of brand relationships in ways that might be
managerially useful
The relationships can be broadly classified as:
1. Functional – Eg. – Tide for Jean. Managers can use this relationship to
build resonance among the customer based on the functional value of
the product.
2. Emotional – Eg. – Ban for Karen. Managers should focus on
communicating the emotional value associated with the brand.
3. Self-expressive Eg. – Ivory. Manager should focus on communicating
independence, confidence associated with the brand.

16. Strong and Enduring Brand Relationships
Brand Reason
Jean Frigidaire 15 years of reliable usage; customer service par
excellence; personal belief- brand is better than
competition
Estee Lauder Based on her emotions rather than attribute of the
product
Karen Mary Kay Works on both functional and emotional levels:
believes it is the secret of your youthful looks
Coke Self imposed restriction to use this over diet variants
Vicki Ivory Uses it because it amplifies her self image
Soft’n Dry Believes that the brand resonates with her image:
Vicki smell

17. Questions to Measure the Strength or Quality of a Brand Relationship
Brand Questions to gauge strength/ quality of brand relationship
Jean Frigidaire Would you still buy/ recommend the product if the price were to
be raised?
What if the customer service were to be charged?
Estee Lauder Would you still buy/ recommend the product if the price were to
be raised?
What if your preferred fragrance is taken out of production?
Karen Mary Kay Would you still buy/ recommend the product if the price were to
be raised?
How often do you recommend Mary Kay to your friends and
family?
Coke Would you still buy/ recommend the product if the price were to
be raised?
Would you switch to a Coke substitute ?

18. Questions to Measure the Strength or Quality of a Brand Relationship
(cont.)
Brand Questions to gauge strength/ quality of brand relationship
Vicki Ivory Would you still buy/ recommend the product if the price were to
be raised?
What if Ivory changed its positioning?
Soft’n Dry Would you still buy/ recommend the product if the price were to
be raised?
What if a new brand was available with the same characteristic
smell?

19. Why do some relationships decline and dissolve while others
intensify and endure?
 Decline:
- New brand with better functionality
- Brand (meaning) no longer relevant to changing customer preferences
- Brand unavailable
 Intensify:
- Corroboration by friends and family
- Lives up to the brand promise
- Brand resonance with consumer personality

20. Evolution of High Quality Relationship with Time:
A high quality relationship develops when the personality of the customer
matches that of the brand. The customer expresses high brand salience and
affiliates himself with the brand leading to brand resonance.
Eventually, a close-net loyal relationship is evolved. Eg. – Jean uses the brand
Frigidaire because she is:
• Traditional – Thus values the long established brands
• Likes high quality – The product expresses high quality with good
customer service.
Have the stories of Jean, Karen and Vicki disturbed your sense of the
meaning of brand loyalty, customer satisfaction and brand equity in any
way?
No, the stories in the case are in sync with Keller’s CBBE model.

21. Three consumer-brand relationships that would endure five
years after these initial interviews.
 Karen with Mary Kay – Very strong association with the brand
 Jean with Frigidaire – Strong quality perception
 Vicky with Ivory – Brand loyalty, using since childhood

22. Brand Hierarchy Pyramid
Resonance
Loyal
Judgment Feelings
High quality, Purity,
high wholesomeness
credibility
Performance Imagery
Cleanliness , Pure , White
mild, scented
Salience
Premium Soap bar

23. Thank You