Report On Brand Relationship Interview

List of few questions asked during the interview

Q1- What is the strongest association with the brand?
Q2- What comes to your mind when you think of it?
Q3- What is unique about brand?
Q4- Have you tried any other brand?
Q-What insights were revealed?
I conduct brand relationship interview with three consumer. This study investigates how
consumers use brand relationship to shape their self-identities through their choices of brands in
various situations. The study reveals that the greater the consumer-brand congruence is, the
better the brand relationship quality. However, this relationship remains consistent across
utilitarian and symbolic products. These findings suggest that consumers use brands from various
product categories in different situations to maintain their consistent self-identities. The main aim
was to investigate to what extent do consumers reflect the brand relationship to their selfidentities? In order to generalize the interview results, the question, to what extent consumers
reflect the brand relationship to their self-identities, is examined that one informants revealed
that I bought a pair of Adidas shoe of white color with black outline and red strips on it,
whenever I go to play cricket, volleyball, football or go for jogging I use to wear it and It gives
me positive feeling because everyone told that you have a very nice pair of shoes. One day while
playing football it got torn and I became very sad and I realize the relationship with the Adidas
shoes. After that I went to buy a same pair of shoes from the store but it was not available I get
little disappointed but I buy another pair of shoe of same color. This finding suggest that when
consumers identities are in line with their brands it can be said that consumer have close
relationship.
Q-As a brand manager what would you do with this information?
As a brand manager I would like to take these issue very serious such as consumers not
switching to other brands in a competitive market or consumer asking for a same pair of shoes as
it happened in Adidas case. For that as a brand manager researching on consumer markets,
monitoring market trends and identifying potential areas where to invest, based upon consumer

needs and spending habits, generating names for new and existing product and services coming
up with ideas for new packaging design, including shape, size and color.
Q-How might you measure the relationship type, quality and strength revealed in your
interview?
The relationship type, quality and strength can be measured with the help of mental map and
perceptual map and also with the help of graph and can plan for marketing. Consider the
positioning of the brand and regular customer feedback. Follow customer buying trend and
forecast the upcoming.
Q-Mental map of following brand are as follows:NIKE: - quality, cool, expensive, top athletics, clothing, basketball.
ADIDAS: - trend setter, stylish, popular, athlete, comfortable, speed.
HTC: - fun, modern, clean, easier, quality, simplicity.