GENERAL BUSINESS Assigment Capturing Customer Mind-Set

GENERAL BUSINESS Assigment Capturing Customer Mind-Set

Capturing Customer Mind-Set

• Pick a brand. Employ projective techniques to attempt to identify sources of its equity. Which measures work best? Why? Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker's brand personality inventory? Pick a brand. How would you best profile consumers' brand knowledge structures? How would you use quantitative measures? Think of your brand relationships. Can you find examples of brands that fit into Fournier's different categories?

Personal Brand and Simplicity

• What would say your own ideal personal brand should be? Can you deliver on that promise? Why or why not? Try to identify a brand with an identity (or image or personality) that is primarily experiential. Then identify another brand with an identity that is not experiential but basically functional and rational. What are the differences? Brand simplicity goes well with what is called "minimalist" product design. Try to find brand examples where the simplicity and minimalist principle does not seem appropriate. What kind of product categories are those--cosmetics, automobiles, leisure wear, and so on? (Remember hedonic vs. utilitarian categories, high vs. low involvement, emotional vs. rational equity drivers, and so on).