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Exploring Brand-person relationships: Three life histories

JEAN
Age Education Occupation Marital Status Family Cultural Orientation 59 High School Education Barmaid Married Empty-Nesters (Strong Ties with married Children) Italian married to a Canadian After a limited expression of ethnic identity finds tilted towards her Italian Roots. Connects with any thing that is Italian

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

Generation Cohort

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

Jean
Goals Concerns About Herself To sustain in life and help others in doing same About the people who do not do anything for themselves Survival through Excellence She wants to do whatever she does in best possible way (Bed Sheets, Pasta Sauce, Henry Being the Best) Helping others, Recognition from others Oh, Auntie Jean, I love you What a beautiful house I have

Sources of Pleasure

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

Tension

Issues

Jean
Motivation To sustain through excellence. Over the years need to be self sufficient and in control has set in. Utmost importance, Many of her choices are influences by Family. Loyalty to family more than the self loyalty. 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

Family

Friends and Community

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)

JEANS 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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JEANs Brand Story

Jeans Brands Rever Ware Stainless Steel Hunts Special Sauce Philip Berio Olive Oil Progresso bread crumbs & vinegar Contadian Tomato Paste Johnnies Foodmaster meat De Mulas salad Dressing(Friends by chance) Honey-of-a-Ham (QualityItalian craze for food) Bounty paper towels Jenn-Air Fridgeidaire refrigerator Electrolux vacuum cleaner Tide detergent G loria(Service) Bugles Snacks, Team Cereals(Doughters), Jell-o pudding,Nestles Quick Kohler Sink (Friends and family) Pastene Tomatoes (Kitchen Ready) Comet sink cleaner General Electric irons Aussie Miracle shampoo Estee Launder(Mom)

Skippy Peanut Buter (Tried Shimmer Lights(MY others but always came Shampoo!!!!!!) back)

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JEANs Brand Story

Products or categories form Shimmer Lights(MY her inner sanctum of Shampoo!!!!!!) brands Self Gratification Best for me Common things among the brands Size of brand set Characteristics of the relationships she has with the various brands in the portfolio of brands she uses Brands which are there for a long time. Brands that have survived Very large, Carefully augmented over the years I want to have the best I have worked for them and I deserve them

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JEANs Brand Motives

Brand Rever Ware Stainless Steel Pastene Tomatoes Hunts Special Sauce Philip Berio Olive Oil Progresso bread crumbs & vinegar Type of relationship Functional Functional Functional Emotional(Italian Origin) Emotional Reason for Buying Sauce doesnt burn Best taste for sauce For addition of taste She feels that the taste is better They are Italian Continue after 5 year? Yes Maybe May be yes yes

Johnnies Foodmaste meat

Contadian Tomato Paste Bounty paper towels

Emotional
Functional Functional

They taste good

For addition of taste She likes using them

Yes
No May be

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JEANs Brand Motives

Continue After 5 Years? Jenn-Air Fridgeidaire refrigerator Electrolux vacuum cleaner Comet sink cleaner Perceived Value Self-expressive Self- expressive Functional She has heard about it Extremely good experience with product She believes that it is the best No Yes Yes

Tried because her old brand, No Bon Ami degraded in quality

Aussie Miracle shampoo

Tide Detergent General Electric irons

Functional
Functional Self- expressive

Does not make her hair flat

It dissolves in the water Gifted by someone

May Be
No Yes

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KAREN
Age Education Occupation Marital Status Family Cultural Orientation 39 Collage Dropout Office manager at Southern University Divorced 2 Girls aged 8 &12 American

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Karen
Life Stage Generation Cohort At the door steps of forty. Really does not know what to do next. 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 She might go her mothers way, never to get married again 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 Her Kids, Her athletic looks and her feeling younger than actual age(Still drinking coke)

Concerns About Herself

Sources of Pleasure

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Karen
Pain Tension Not having a man in her life, Not being able to get ahead with her career Her kids need her, She needs a Husband and wants a better career: Time is running out (Almost 40) Financially ok but does not have much left for self Hectic schedule leaves very little time for herself Even nearing 40 there is much yet to be done

Issues

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Karen
Motivation Family To bring up kids in better way, To lead a better life in future 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 lifes 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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Karens 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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Karens Brand Story

Detergent: Tide, Cheer, Surf Comet Joy M iracle Whip Dove Success Rice Gateway Ban Mary Kay Gatorade

Reebok

Coke

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Karens Brand Story

Products or categories form her inner sanctum of brands Common things among the brands Size of brand set Characteristics of the relationships she has with the various brands in the portfolio of brands she uses Mary Kay, Gatorade No very brand conscious, Most of the well known brands are good Relatively smaller Longer relationship, This brand works for me

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Karens Brand Story

Brand Type of relationship Reason for Buying Not able to distinguish between brands. Depend on- Sale, location, display Feels it is one-of-a-kind Preferred over Apple Mother used to buy Get away from Jim Get away from Jim Believes it keeps her younger, This is perfect Feels Good Likes the taste, I need all the energy I can get Emotional attachment 5 yrs Later NO NO May Be No NO NO YES YES No May Be Detergent: Functional Tide, Cheer, Surf Success Rice Comet Gateway Joy Ban Miracle Whip Mary Kay Dove Gatorade Reebok Functional Functional Functional Emotional Emotional Emotional Emotional Functional Emotional Emotional

Dislikes Ajax because of low performance NO

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Vickis Brand selection process

Some thing which is differentiated from rest eg. Ivory, Victorias Secret, Opium Suggestions from friends Self Identity This fragrance suits me and projects me good Past beliefs Eg. B&M Baked Beans and Friendlys Ice Cream

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Vicki
Age Education Occupation Marital Status Family Cultural Orientation 23 Studying Post Graduation Student Unmarried Lives of her own, but still strongly connected with the family American

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Vicki
Life Stage Generation Cohort On verge of First Job 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 Concerns Not clear on Career front, Getting married is important Does not have a boy friend

About Herself
Sources of Pleasure

I am good the way I am, I do not wear mask and I stand by my views
Material belongings, Friends and Family

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Vicki
Pain Tension No Boy Friend! What am I going to do after collage I might remain single for long. What to do with the career. I do not want a job in which I am not happy No real issues but perceived ones like how should I project myself, What if I wear this than that?

Issues

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Vicki
Motivation Family Family and friends 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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Vickis Brand Story

Ivory- Soap, Shampoo, Conditioner Soft n dry Opium Victorias Secret Maidenform, Playtex, Bali C rest- Toothpaste Intimate Musk JordacheLove Giorgio Aveda Elixir

Aromatics Mint B&M baked beans

Tetley Dow

Rosemary Shampoo Friendlys

Lysol Metadent- Toothpaste

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Vickis Brand Story

Products or categories form her inner sanctum of brands Common things among the brands Size of brand set Characteristics of the relationships she has with the various brands in the portfolio of brands she uses 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, Victorias Secret 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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Vickis Brand Story

Brand Ivory- Soap, Shampoo, Conditioner Type of relationship Self Expressive Reason for Buying Wants everyone to associate her with Ivory 5 yrs Later No

Crest- Toothpaste
Soft n dry Opium Intimate Musk Jordache Love Musk

Functional
Emotional Self Expressive Self Expressive Emotional

Suits best for her needs

Peer Recognition People notice her She wants to be smelt like it Bought during Christmas

May Be
May Be No No Musk

Victorias Secret, Maidenform, Playtex, Bali

Aveda Elixir

Emotional

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

Depends on her mood

No

Emotional

May be

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Vickis Brand Story

Brand Type of relationship Reason for Buying 5 yrs Later

Aromatics Mint
Rosemary Shampoo

Self Expressive Given by her friend

Self Expressive Given by her fried

No
No

B&M baked beans

Friendlys Tetley Lysol Dow MetadentToothpaste

Emotional
Emotional Emotional Emotional Functional Functional

She loves to have them

For the pleasure of taste Does not know about anything better at that time( used by mom) Because her mom uses it Dow is the new and Improved Product Its new science

No
No May Be No Yes No

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Socio Demographic Profile

Jean Personality I am Complaint, Helpful Survivor and achiever What she needs To ensure quality Nuclear Family Empty Nest Social Karen Detached, Overworked Mother and a Woman with a life ahead Vicky Aggressive, Self centered Who am I

Why Buy? Why Brands? Family Family Life Cycle Maslows Hierarchy

What she needs To explore To ensure quality Single Parent Extended Full Nest 2 Safety and Security Esteem Needs I want to see what is the best Single

Relationship and Brand

Relationship Form Arranged marriages Definition Non-voluntary union imposed by preference third party. Intended for long term, exclusive commitment long term, although at low levels of affective attachment. Examples When married Karen adopted her husbands 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 Form Marriages of convenience

Definition Long term committed relationship precipitated by environmental influences vs deliberate choice

Examples After a move of residence Viki cant 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.

Relationship Form

Definition

Examples

Best Friendships

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

In karens 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.

Relationship Form Compartmentalized friendship

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

Examples 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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