Brand Relationship Interview

What insights were revealed?

H&M
Fairly Priced
Value for money
Wide range of selection
All year-round weather wear available all the time
Good accessories
Have good collection for men, women and kids
Very Fashionable
The customer uses their accessories, winter wear, casual tops and footwear

Charles & Keith

Designs
Very Comfortable
Better priced
Good Quality
The customer buys from this brand because they believe its better than the other
comparative brands in terms of price, quality, and comfort

Muscle Tech: Whey Protein

Flavor
more amino
better results
peptides for muscles
cheaper, better quality
better customer reviews
very old and established brand
Promotion: Jay Cutler renowned body builder: leveraging secondary association

(2) As a brand manager, what would you do with this information?

As a brand manager we can use this information to build upon the pros of the brand and try
to convert them into PODs. The manger can also use the negative comments from the
customers to improve on those areas. Basically they can get to know if their current
marketing strategies are working or no.
For Example: In the muscle tech whey protein the customer mentioned they can easily recall
and trust the brand because a renowned bodybuilder is shown using the brand. This shows
that the company is leveraging secondary association to promote the brand and it is working
for them.

(3) 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 mapping and also with the help of graphs and help in planning of marketing
activities. Following customer trends & forecasting future demand.
 Value
for
mone
y
All
wide
time
range
wear

H&M

Good
Acces
Collec
sories
tion
For
Men,
Wome
n &
Kids

Desig
n

wide
Quali
rang
ty
e
Charle
s &
Keith
Bette
Acces
r
sorie
Price
s
d
Comf
ort
 Flavo
r

More
Quali
Amin
ty
o

Muscle
Tech

Adve
Pepti
rtisin
des
g

Chea
per

Brand Mantra:

MuscleTech
Emotional modifier Descriptive Modifier Brand Function
Health Fit Body Muscle recover

H&M
Emotional modifier Descriptive Modifier Brand Function
Designs Quality Fashion

Charles & Keith

Emotional modifier Descriptive Modifier Brand Function
Comfort Quality Fashion Footwear