January

2011

Brand Design and its Effects on Consumer Purchasing:

An International Study of Brands in the UK and US Markets

Stephanie Lynn Webb | 09022561 MA: International Marketing Communications

January 2011

Brand Design and its Effects on Consumer Purchasing:

An International Study of Brands in the UK and US Markets

Stephanie Lynn Webb MA: International Marketing Communications London Metropolitan University

Acknowledgements

There are a few people I would like to personally thank for their assistance in helping to compile and complete the dissertation and research study. Thank you Sharmila Brown for your words of wisdom and guidance during our meetings. Marwa Gad Mohsen for your communication assistance during the dissertation process. Riccardo Benzo for your careful review of my dissertation proposal and guidance throughout the initial stages. Diana Luck for help in understanding the marketing research process. Rachel Fairgrieve for all your moral support, motivation, and putting up with my endless ramblings and ideas on brand design. Vanessa Levrat for all of your help and initiatives for motivation on using new technologies and approaches. Claire English for your guidance, contribution, and motivation for the completion of this report. Laura Perenz for proof reading and editing my original proposal. Gisele Guarisco & Peter Forte for spearheading this course and providing the entire IMCo 2009/2010 cohort with motivation and assistance whenever needed.

Facebook Friends & Twitter Followers to those who completed and actively promoted my online survey through social media tools and email.

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Table of Contents
Abstract Introduction I. II. Background Summary and Rationale Purpose, Aim, and Objectives 1 2 2 3 4 4 9 10 12 13 15 16 16 18 24 26 30 36 39 39 41 41 42 42 43 45 45 45 51

Literature Review I: Sector Overview I. II. Branding as an Industry Revitalisation of Brands i. Apple, Inc. ii. The Coca-Cola Company iii. Unilever, Dove Brand iv. Comparisons of Cases

Literature Review II: Marketing Theory I. II. III. Purchasing Habits in the UK and US Consumer Behaviour, Patterns, and Trends Design Elements i. Colour Theory ii. Logo Development iii. Packaging and Products

Research Methodology I. II. III. IV. V. VI. Rationale, Approach, and Design Target Demographics Data Analysis Sampling Ethical Considerations and Sampling Errors Transcript, Measurements, and Mechanism

Empirical Findings and Analysis I. Findings and In-depth Analysis i. Interviews ii. Questionnaires

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Conclusions / Recommendations I. II. III. IV. Summary and Overview Research Limitations Key Points of Interest Relevant Future Research

65 65 65 67 68 69 74 76

References Bibliography Appendices I. II. III. IV. V. VI. VII. VIII. IX.

Appendix A: In-depth Interview Semi-structured Questions 76 Appendix B: In-depth Interview Transcripts 79 Appendix C: In-depth Interview Framework Analysis 90 Appendix D: In-depth Interview Demographic Charts 94 Appendix E: Survey Questions 97 Appendix F: Survey Results Spreadsheet 105 Appendix G: Survey Objectives Analysis Sheet 136 Appendix H: Survey Demographic Charts 137 Appendix I: Graphs Mentioned Quantitative Analysis 140 a. Chart 1: Design of brand mood I am in. 140 b. Chart 2: Design of brand colours of the product. 140 c. Chart 3: Design of brand design of the product. 141 d. Chart 4: Design of brand amount the product costs. 141 e. Chart 5: Design of brand warranty available for the product 142 f. Chart 6: Design of brand reviews from other sources. 142 g. Chart 7: Design of brand time I have to purchase the product (time allowed to spend in store) 143 h. Chart 8: Design of brand time I have to purchase the product (limited time offer items) 143 i. Chart 9: Design of brand colour of favourite brand. 144 j. Chart 10: Design of brand colour of least favourite brand. 144 k. Chart 11: Favourite (and Least) Brand Colours 145 l. Chart 12: Whose logo am I? Bacardi 145 m. Chart 13: Whose logo am I? Google Chrome 146 n. Chart 14: Whose logo am I? McDonalds 146 o. Chart 15: Whose logo am I? Vodaphone 147 p. Chart 16: Whose logo am I? Xerox 147
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q. r. s. t. u. v. w. x. y. z. aa. bb. cc. dd. ee. ff. gg. hh. ii. jj. kk. ll. mm. nn. oo.

Chart 17: Chart 18: Chart 19: Chart 20: Chart 21: Chart 22: Chart 23: Chart 24: Chart 25: Chart 26: Chart 27: Chart 28: Chart 29: Chart 30: Chart 31: Chart 32: Chart 33: Chart 34: Chart 35: Chart 36: Chart 37: Chart 38: Chart 39: Chart 40: Chart 41:

Which brand am I? Hummer 148 Which brand am I? Jean-Paul Gaultier 148 Which brand am I? Converse 149 Which brand am I? Apple 149 Which brand am I? Louis Vuitton 150 Use of Additional Resources 150 Difficulty Thinking of a Colour 151 Difficulty Matching Logo with Brand 151 Difficulty Matching Packaging with Brand 152 I have heard of this brand computer systems. 152 I have purchased this brand computer systems. 153 I have heard of this brand soft drinks. 153 I have purchased this brand soft drinks. 154 I have heard of this brand hygiene products. 154 I have purchased this brand hygiene products. 155 Purchasing Habits 155 Has your opinion changed on a product or brand? 156 Currently living mood I am in. 156 Currently living colours of the product. 157 Currently living design of the product. 157 Currently living amount the product costs. 158 Currently living warranty available for the product 158 Currently living reviews from other sources. 159 Currently living time I have to purchase the product (time allowed to spend in store) 159 Currently living time I have to purchase the product (limited time offer items) 160

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Table of Figures
Figure 1: Figure 2: Figure 3: Figure 4: Figure 5: Customer-Based Brand Equity Model Consumer Decision-Making Process Marketers Responses to Decision-Making Stages Influences on Consumer Decision Making Maslows Hierarchy of Needs 6 19 21 22 24

Table of Tables
Table 1: Table 2: Table 3: Table 4.1: Table 4.2: Table 4.3.1: Table 4.3.2: Table 4.4: Table 5: Table 6: Brand Equity Components and Branding Benefits Case Comparison Study Colour Meaning Comparisons Wordmark Examples Lettermark Examples Symbol Mark (Pictorial) Examples Symbol Mark (Abstract) Examples Combination Mark Examples Considerations for Package Design Top 5 Brand and Colour Associations 9 15 27 31 32 33 34 35 38 55

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Abstract
Brand design is important when trying to market a product or service into a new or already established market. This studys focal point rests on the ultimate question: How does brand design affect consumer purchasing? The process involves a comprehensive understanding of the most current literature on marketing and marketing theories, as well as a thorough review of three company-rebranding case studies and a comparison between them all, and an in-depth look at the design elements and features of branding and the branding process. Additionally, interviews were undertaken, as well as compiling survey data pertaining to each of the four pre- determined objectives to back up the researched literature. This research determines that brand design has a significant impact on consumer purchasing.

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Introduction
I. Background Summary and Rationale With the variety of available brands on store shelves, it is necessary for a product to differentiate itself from the competition (Recker and Kathman, 2001). One of the most effective tools for differentiation is within the nature of the product or services branding. Branding, as we perceive and practice it today, has evolved from many streams of thoughts, ideas, and disciplines (Bevolo and Brand, 2003). Essentially, a brand should embody the following philosophy: I am not what I think I am and I am not what you think I am. I am what I think you think I am (Jaffe and Nebenzahl, 2001: 11). With todays technological advances, many firms are tempted to globalize their own brands (Aaker and Joachimsthaler, 2000: 308); however, global brand strategy is often misdirected (Aaker and Joachimsthaler, 2000: 309) and the key to a global brand ... is finding a position that will work in all markets (Aaker and Joachimsthaler, 2000: 307). When creating a global brand, a company should keep in mind the following principles (Aaker and Joachimsthaler, 2000: 308-9): Three of the more recognised, successful global brands that have followed these principles include Apple Computers, Coca-Cola, and Unilevers Dove. These brands have each had their periods of failure on a global scale, and the dissertation will briefly discuss how they managed to overcome their issues through corporate re-branding. (Barnes, 2001; FundingUniverse, 2004abc; Haig, 2003: 13-18; Heller, 1996)
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Different market share positions how to advertise a brand. Different brand images how to design a brand. Preempted positions how to distinguish a brand. Different customer motivations how target a brand. Different customer responses to executions and symbols how to localise a brand.

 II. Purpose, Aim, and Objectives Through researching the branding stories of Apple, Coca-Cola, and Dove, there is an apparent overlapping theme in how they have each reached the top positions in their markets today: rebranding from the bottom-up. The study will answer the question, How does brand design affect consumer purchasing? The following objectives have been explored in efforts to understand more information on this topic: Objective 1: Gain insight into the world of brand creation, maintenance, and expiration. Explored by: Researching the branding industrys foundation, principles, theories, and models. Objective 2: Investigate correlations between the design of a brand and how it affects consumer-purchasing habits. Explored by: In-depth analysis of the Apple, Coca-Cola, and Dove brand case studies, as well as further research on consumer behaviour, patterns, and trends. Objective 3: Examine the sensory features of brand design. product and package design. Objective 4: Identify consumer-purchasing habits/trends in the UK and US markets. Explored by: Exploring consumer-purchasing habits and trend studies on consumers in the United Kingdom (UK) and United States (US). Along with the above objectives, it was necessary to analyse these brands from an international perspective, researching their effectiveness more specifically within the UK and US markets. Ultimately, the dissertation disproves the following null hypothesis based on found literature and analysis: Brand design is not directly linked to consumer purchasing habits. Explored by: Researching topics on colour theory, logo development, as well as

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Literature Review I: Sector Overview

I. Branding as an Industry Whether trying to develop a product or trying to sell a destination hot spot, it is necessary to start from the beginning and look at the core principles and foundations of what branding entails. In short, branding means adding value to products (De Mooij, 2005: 96), but what are those values it adds to the products? A brands values are what it stands for and what it believes in; they are the guidelines that form its moral compass; strong brands are respected for their values and are defined by them (Hitchens and Hitchens, 2010: 109). These values are the intangible aspects that the consumer gives the brand itself. Some of the strongest global brands incorporate one or a number of the following attributes: pioneering, creativity, innovation, caring, communication, knowledge, and inspiration; values are what defines a brand. (Hitchens and Hitchens, 2010: 110) To achieve the results of having the values of a brand correctly identified by the consumer, it is necessary to keep these ideals and values in mind in all stages of the branding development processfrom conception to implementation: Idea Generation identify product ideas that will provide important customer benefits compatible with company mission (Solomon et al., 2009: 259-60). Product concept development and screening expand product ideas into more complete product concepts and estimate the potential commercial success of product concepts (Solomon et al., 2009: 259-61). Marketing strategy, development develop preliminary plan for target markets, pricing, distribution and promotion (Solomon et al., 2009: 259, 261) Business analysis estimate potential profit. What is the potential demand, what expenditures will be required, and what is the cost of marketing the product (Solomon et al., 2009: 259, 262)?
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Technical development design the product and the manufacturing- and-production process (Solomon et al., 2009: 259, 262-3). Test marketing develop evidence of potential success in the real market (Solomon et al., 2009: 259, 263-4). Commercialisation implement full-scale marketing plan (Solomon et al., 2009: 259, 264-5).

The best brands build an emotional connection with their consumer, ultimately forming a brand loyal relationship between the brand and the consumer. (Solomon et al, 2009: 301) When building a brand, it is important to note the equity of the brand, which helps the consumer to identify the traits of the brand. Essentially, brand equity is the value the brand adds to the business against the standard, generic product (Solomon et al, 2009: 301). Brand identity can be classified as being the visual and verbal articulation of a brand, including all pertinent design applications, such as logo, business card, letterhead, or packaging (Landa, 2006: 5). The paper will discuss both aspects within branding and how they reach their target consumers. Within brand identity, each product line or range of products must have their own, uniquely developed brand concept, even in the case of competing brands that are owned by the same parent companyas is common during a merger between companies or an acquisition of another. (De Pelsmacker et al., 2007: 13-14) Strong brands are well-known brands and well-known brands are also capable of developing favourable attitudes and perceptions more easily leading to more sales. (De Pelsmacker et al., 2007: 15) Kevin Lane Keller has visualised this concept by introducing the Customer-Based Brand Equity model, which accounts for several aspects of the brand equity componentsbrand salience, brand performance, brand imagery, consumer judgments, consumer feelings, and consumer brand resonance (Figure 1).
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 Figure 1: Customer-Based Brand Equity Model CUSTOMER BRAND RESONANCE CONSUMER CONSUMER JUDGMENTS FEELINGS BRAND BRAND PERFORMANCE IMAGERY BRAND SALIENCE
Source: Solomon et al., 2009: 302

Kellers pyramid poses the following questions, from top down (Solomon et al., 2009: 302): Relationships: What about you and me? Intense, active relationships Responses: What about you? Positive, accessible responses Meaning: What are you? Strong, favourable, and unique brand associations The report has broken these attributes down even further for relevancy with De Pelsmackers model into four distinct, yet overlapping, categoriesbrand awareness, perceived quality, strong brand association and high brand loyalty (De Pelsmacker et al., 2007: 59). Brand awareness should always be considered throughout the branding
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Identity: Who are you? Deep, broad brand awareness

processfrom conception to implementationas there are many benefits presented from having a strong brand presence. A brand name serves as a shorthand signal for favourable brand associations and gives the company and the brand a sense of trustworthiness and the image of commitment. (De Pelsmacker et al., 2007: 58) Essentially, the more times someone hears of or sees the brand, this often adds to a better recall of that brand, whether the consumer uses or purchases that brand or not. In the United States, there are often television advertisements about certain stores in a region that may not currently be open; however, when that store opens, the region is already familiar with that store because of having previously heard or seen their advertisements, which has the potential to influence the consumer to stop by the store to check it out in person. With strong, recognisable brands, there is often an understood and perceived sense of quality for those products. Perceived quality is another aspect of brand identity that should always be in the forefront of the branding process. If the public perceives one product to be better over another, they are much more likely to purchase that product; the same idea works with brands. Higher perceived quality as well as a positive brand personality and higher customer loyalty give the company the opportunity of charging a premium price, which could also lead to higher sales in certain cases. (De Pelsmacker et al., 2007: 58) Tesco has recently developed their Tesco Finest premium quality own-label brand (Solomon et al., 2009: 305). Customers have automatically perceived this brand to be of better standards than the generic branded products. Because of this perceived added value, consumers are willing to spend more on these products. Tesco is then able to discount the generic, national brands to market value but still earn profits on their own-label products. (Solomon et. al, 2009: 305) With this, a perceived sense of quality relates a strong brand association and creates potential for developing a brand loyal relationship between the consumer and the brand.
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Strong brand association gives leeway for a brand to potentially delve into other product lines or brand extensions using the same brand name. The image and personality of the brand is easily carried over to the new product, giving it a head start above the competition. (De Pelsmacker et al., 2007: 58-9) Although, it is necessary to ensure that there is a logical and strategic planning behind this sort of initiative (Lindstrom, 2010: 112). Coca-Cola has been able to extend their product offerings to an enterprise of over 400 brands globally (The Coca-Cola Company, 1886). While Coca-Cola enthusiasts have lauded this effort, certain brand extensions may not always be the best move for the company (Haig, 2003: 63). When a customer has developed a strong relationship with a certain brand, they are then more likely to purchase their brand extension products as well. The merge over to additional product purchasing is due to brand loyalty. (De Pelsmacker et al., 2007: 59) High brand loyalty is a major advantage to the manufacturer and retailer, as it is cheaper to retain an existing loyal customer than to win over a new one. High brand loyalty also allows for the company to count on their products selling from store shelves. Of the brand equity components, this is arguably the most important to a business as it focuses predominantly on costs and sales retention. (De Pelsmacker et al., 2007: 59) As an example, Burberry has a variety of product offerings between their colognes and perfumes to their famous patterned scarves, handbags, and wallets. Because of their distinct patterns and fragrances, it is possible that Burberry has been able to maintain a loyal following of consumers. If this is the case, each time they launch a new product, they do not have to sell those items to their current consumers, but rather inform them of their availability. Because of the relationship and trust that has developed between the company and consumer, there is an automatic assumption on the behalf of the consumer that the new product will maintain the same quality and standards of the products they may have previously purchased.
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Table 1: Brand Equity Components and Branding Benefits Brand Equity Components Brand Awareness Benefits Brand in evoked set Influence on attitude and perceptions Anchor of associations Signal of substance/commitment Price premium Differentiation / positioning Reason to buy Channel member interest Brand extension potential Differentiation / positioning High price premium Memory retrieval potential Reason to buy Brand extension potential Reduced marketing costs Trade leverage Attracting new customers Time to respond to competitive threats
Source: De Pelsmacker et al., 2007: 59

Perceived Quality

Strong Brand Associations

High Brand Loyalty

As shown in Table 1, there are several overlapping benefits within each brand equity component. This overlap demonstrates just how intertwined and necessary each component is to the branding process. (De Pelsmacker et al., 2007: 59) II. Revitalisation of Brands There are many successful brands that have developed over the years, none more successful and recognisable than Apple, Coca-Cola, and Dove; however, these brands were not always at the top of their market (Funding Universe, 2004abc). It seems as though every brandat one point or anothermust
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reinvent itself to stay competitive within their industry or market. These particular brands went through a period of failure before their revitalisation. i. Apple, Inc. Apple Computer, Inc., headquartered in Thousand Oaks, California, USA and now aptly called Apple, Inc. (Oppenheimer and Rosenberg, 2007: 2) was founded in 1976 by two computer gurus and became some of the first innovators in the creation, selling, and distribution of the personal computer in the 1980s (FundingUniverse, 2004: Apple; The Apple Museum, 1998). Today, Apple committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. With the beginning of their personal computer in 1984, Apple paved the way for industrial design techniques that are still being used in practise today. (FundingUniverse, 2004a) In the present day, Apple has a wide range of technological product offerings including: personal computers, cellular phones, software, mp3 players, and more (Apple, Inc., 1976). Apple has not always been one of the leading forefronts for personal computers; in fact, it has arguably only been in the last 10-15 years that they have been able to re-establish themselves as a leading brand. The year 1996 was a deciding year for Apple, Inc. It was within that year Apple decided they needed a new direction and to regain leadership from Apple founder, Steve Jobs (who rejoined in 1997). The product offerings from Apple had faded from the market and were no longer deemed to be the latest and greatest of their kind. Microsoft Windows was releasing new products and ranges in a consistent stride, whereas Apple had fallen short to consumer demand. Most home purchases at that time were going to Microsoft products. (Anon, 1996) To regain entry into the market, Jobs hired their original advertising agency that then launched an extremely successful campaign with the product release of the improved iMac computer system.
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The campaign featured black and white portraits of famous people [and] included: Albert Einstein, Richard Branson, Muhammad Ali, Mahatma Ghandi, Amelia Earhart and Pablo Picasso (Hitchens and Hitchens, 2010: 42). Instead of standard campaign advertisements, Apple placed their ads within the mainstream media, such as newspapers (which appealled to the average Joe consumer). This campaign was a stem-off from their original 1984 campaign of Think Differently, and is responsible for regaining interest with their current and potentially new consumers. With this campaign, innovative techniques were introduced to add to their computer systems. (Hitchens and Hitchens, 2010: 42; The Apple Museum, 1998; Anon, 1996) Apple aroused the curiosity of consumers through the expression of their brand identity. (Kapferer, 2001: 29) Apple maintained their presence of being able to differentiate their product from the rest of the market and in doing so, they gave the brand the ability to communicate its distinctiveness on a level which transcended physical and material considerations and the basic advantages of the actual product. (Kapferer, 2001: 212) The primary contributing factor to Apples brand success lies within its ability to look and feel. This sensory concept relates back to the founding principles of brand design, as it goes back to design basics, to how design elements communicate visually. Apple is sleek in their product and package designing, as well as for any Apple compatible components. The Apple brand itself is a symbolic name that compliments their product offerings. Like their products, the Apple brand name is an allegorical (symbolic) name that expresses their nature through an illusion to an allegory or a symbol. The Apple brand alludes to the tangible fruit object of an apple; however, is a metaphoric reference to being in the core of it all. All of Apples brand extensions are representative of the same metaphorical movement by using the i notion, which is representative of being interactive, differentiating Apple from other product brands. (Landa, 2006: 112, 126) ii. The Coca-Cola Company
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The Coca-Cola Company was founded in 1886 in Atlanta, Georgia, USA, where it is still headquartered today, and is the leading beverage provider throughout the world (The Coca-Cola Company, 1886). Their number one market is in soft drinks, in which they are selling an average of 1.3 million bottles every day around the world. Coca-Cola is truly a global brand with 70% of sales generating outside of North America and offering nearly 400 brands in over 200 countries. (FundingUniverse, 2004b; The Coca-Cola Company, 1886) The Coca-Cola Company has developed itself into one of the most powerful and admired firms in the world through expertise in the following areas: consumer marketing, infrastructure, product packaging, and customer marketing (FundingUniverse, 2004b). Through their success, Coca-Cola decided to try a new brand extension into an entirely new market, away from soft drinks. Brand extension is often thought to be necessary and profitable when they have dominated and saturated their current markets. Unfortunately for Coca-Cola, they reached a period of brand failure trying to launch their own range of clothing. This proved to be a complete flop and was quickly withdrawn from their main selling items, with the exception of selling these goods in their own Coca- Cola stores. Aside from this range of product failures, they have been successful on a global scale with their brand extensions into diet and flavoured cola drinks. In fact, Coca-Cola has been so successful in these markets that they were able to force the Virgin Cola brand off store shelves through dominating the market by such a majority. (Haig, 2003: 63-5, 84) One of the ways Coca-Cola has been able to dominate the cola market for so long is due to maintaining a solid brand identity. Coca-Cola has always implemented a carefully planned strategic brand identity that is memorable, consistent, and distinctive (Landa, 2006: 5). Coca-Cola has been able to develop their identity through practising the following principles: Using an explanatory brand name, that is a name to best explain or describe the product or service (Landa, 2006: 126).
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Employing a well known and recognisable tagline (slogan), such as Drink Coca-Cola or Always Coca-Cola and most recently The Coke Side of Life (Landa, 2006: 145; Coke Lore, 2010) Utilising product placements within TV and film (Landa, 2006: 187).

All in all, Coca-Cola demonstrates a strong brand with proven success; however, it is important to look through the brands complete history to see the future of the brand and not to repeat the same mistakes. (Haig, 2003: 65) iii. Unilever, Dove brand Unilever is divided into two companies coinciding in business strategies: Unilever PLC (based in the United Kingdom) and Unilever N.V. (based in The Netherlands). Nearly 52% of Unilevers revenues are spread throughout a variety of sectors and maintain production facilities in 88 countries while selling in an additional 70 countries, making Unilever a global parent brand. Accounting for the top two revenue sources include Europe at 47% and North America at 21%. (FundingUniverse, 2004c) Originally a US-only product, the Dove brand has developed into the third-most widely distributed and used product within Unilever. Beginning as a soap bar, Dove now competes in the body wash, shampoo, and conditioner product sectors. In 2004, the Dove brand created one of the most widespread, viral marketing campaigns of the decade by portraying real beauty of ordinary women. (AdBrands, 1998; Dove, 1998) Unfortunately, Dove also had their share of hard times with the consumers, in particular within the Asian markets. Dove has implemented their Campaign for Real Beauty all over the world with much success; however, the consumers aggressively dismissed their entry into the Chinese market and other countries where the concept of idealized beauty still held sway (Hollis, 2009). This failure was due to the fact that a model on billboards is something that women do aspire to, and feel is attainable whereas in the Western cultures, these
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advertisements were much more effective and were more familiar. (Hollis, 2009) To overcome this obstacle, Dove has localised their brand for these specific areas by introducing a new Ugly Duckling campaign. The difference between the two campaigns lies in the subject matter. The Real Beauty campaign puts focus on saying that not everyone is perfect and decided to use real women as models in their advertisements, where as the Ugly Duckling campaign is built around the Dove brand itselfunveiling ones own inner beauty by using the Dove products. This transition of advertising has proved successful for Dove in the Chinese, and other similar, markets. (Hollis, 2009) Through localising their brand, Dove has been able to maintain their overall brand identity by successfully managing to consistently introduce innovative ingredients and consumer benefits (De Mooij, 2005: 30) into their core message. Like the case of the Chinese market, Dove has been able to preserve its holdings in the Indian market by using local traditions and practises in the formulation of their brand identity (Haig, 2003: 135). Because of their willingness to globally localise their brands, Dove still remains successful in its global competitive market. (Haig, 2003: 221) As previously mentioned, the main component the Dove brand highlights is on the localisation of their products; however, it must also be noted that this is just one facet of many that Dove implements to ensure that their brand is successful. For instance, the Dove brand identity is strategically managed to execute product differentiation, as well as a keen effort and focus on their sensory values. This type of brand identity reassures the consumer on the quality of their product by having them as distinctive, relevant, and aspirational as possible. (Lindstrom, 2010: 162)
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iv. Comparisons of Cases It has been noted in each case that the major themes of successful reinvention was through restructuring their brand identity. The following table shows a balance of the similarities and differences within each case: Table 2: Case Comparison Study Strategic Brand Identity Differentiation Brand Extensions (Successes) Brand Extensions (Failures) Localisation Efforts Sensory Values As demonstrated in Table 2, each brand has had their own way of reinventing themselves as a market leader; however, the dominating themes amongst them all include a strategic brand identity, successful lines of brand extensions, and a focus on sensory values. These are arguably the three most important aspects in branding. The idea of creating a strong brand identity has been deeply discussed already; for the purpose of the report, brand extensions will not be heavily discussed; and the idea of sensory values will be mentioned later within this document. Apple Yes Yes i-Pod i-Pad i-Tunes Yes Diet Cola Flavoured Cola Coca-Cola Clothing Yes Yes Coca-Cola Yes Dove Yes Yes Body Wash Shampoos Conditioners Yes Yes

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Literature Review II Marketing Theory

I. Purchasing Habits in the UK and US There are many emerging trends over recent years in response to national crises (9/11 in the US; financial crises in the UK and US), the global green movement, as well as the Internet boom. When the 9/11 terrorist attacks happened in the United States, there was a resurgence of American-made products being purchased throughout the nation (Maja, 2002). Responding to this crisis, Americans feelings of patriotism and love of country became forefront in their purchasing habits (Maja, 2002) through buying American flags, car decals, and other forms of seemingly frivolous merchandise. A mere seven years after the United States was struck with this horror, a financial crisis developed across the United States and United Kingdom, as well as many other countries all over the world (CashMoneyLife, 2008). Consumers became fearful of their once secure investments and panicked on what to do with their savings and pension plans, if they still had any left (Osborne, 2008). Contrary to what most people would believe, consumers are becoming wealthier, but the global economic crisis has prompted consumers to scrupulously re-evaluate their spending habits (Anon., 2009c). Another recent trend in consumer purchasing is the go green philosophy, which companies all over the world are trying to implement (Revnew, 2009). The go green movement has taken off and now people, companies, cities, and even countries (Hofheimer, 2008) are beginning to implement these strategies. Many consumers are doing their research and want to know that the manufacturer we purchase from has taken steps to reduce its environmental footprint (Revnew, 2009). This idea of going green is only a recent development within the last ten years. Previously, it was thought of simply as stay in bed an extra hour, but today is means turning off the lights, recycling waste, installing waterless urinals ... and investigating in green technology. (Lim Lay Ying, 2007)
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As Hofheimer states, the greening trend is large, important, and emerging as a significant shift in thinking about our business, civic, and personal lives (Hofheimer, 2008); however, only a small percentage (roughly 4%) of people are driving consumer awareness on green trends and the efficacy of companies environmental claims (Anon., 2008a). These greenfluencers are typically more educated, earning higher salaries, and are under 35 years of age (Anon., 2008a). In a survey conducted by RSR Research, better-performing retailers ... are greening their brands now in anticipation of future consumer demand; however, around 50% of those surveyed are concerned with how great the return on investment will be in the long-term. (Canning, 2008) A third focal point on consumer purchasing habits should be within the use of the Internet, as consumers are utilizing this tool to its fullest advantage. Spending online has never been so rewarding and the online retail market is growing rapidly (Anon., 2006). For customers to remain loyal, especially in an online environment, it is necessary for a company to offer various rewards or incentives to increase the likelihood for repeat purchases. Customers like added value ... [and] a new breed of online loyalty and reward programmes has emerged (Anon., 2006). However, with these reward and loyalty programmes comes a potential loss of privacy, as data on the purchasing habits of tens of millions of customers are recorded every time they use a store loyalty card and tens of millions more credit and debit card purchases are equally monitored, stored and ultimately put to use for other people's financial gain (Watson, 2008). Even without registering with a particular programme, every time someone uses their Internet browser, the data collection process begins (Watson, 2008). When comparing the UK and US consumer, the average UK consumer will spend 40 percent more online than the average US consumer and make 24 percent more purchases online (Anon., 2008b). In fact, UK consumers are much more likely to have an aggressive research approach before making a purchase and 13% more likely to be a frequent online shopper.
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One ever-present theme running between the two subjects (United Kingdom and United States) is that they are both masculine-based and individualistic cultures. Both the UK and US are more influenced by advertisements relating to an individual than a group association, which must be taken into account by the company for when these consumers go shopping. Additionally, these consumers enjoy hearing or reading testimonials about how products helped others. If the company does not know their target audience, then they will not effectively reach the potential masses that they should be targeting. (De Mooij, 2005: 70-1, 111, 142) When advertising to consumers, companies may choose to implement a push or pull strategy (Solomon et al., 2009: 415): Push Strategy the company wants to move its products by convincing members of the distribution channel such as wholesalers, agents, or retailers to offer them and entire their customers to select these items. Both are important and effective strategies when used properly. Because the UK and US are more individualistic in nature, a pull strategy may be more effective on these customers as efforts are focused on attracting the individual consumer. Additionally, this type of strategy has proven successful through the case study of Proctor & Gamble dropping their consumer sales budget nearly in half and implementing a value pricing strategy. (Solomon et al., 2009: 415-6) II. Consumer Behaviour, Patterns, and Trends Consumer behaviour is an integral part of any marketing-related element, as it is imperative that businesses are able to understand the needs and desires of their customers. By definition, consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. (Anon., 2009a; Solomon et al., 2009: 148) When a consumer often
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Pull Strategy the company counts on consumers wanting its products and so convincing retailers to respond to this demand by stocking them.

needs to choose between products, and they are not loyal to a specific brand, they rely on their intuition to make the best decision. Unfortunately, there is no possible way to know exactly how consumers will respond to anythingadvertisements, products, brands, etc.; however, there is a commonly accepted way of determining the decision-making process, which is outlined in Figure 2. Figure 2: Consumer Decision-Making Process
Source: Solomon et al., 2009: 150

RECOGNITION

STEP 1: PROBLEM

STEP 2: INFORMATION RESEARCH

STEP 3: EVALUATION OF OPTIONS

STEP 4: PRODUCT CHOICE

STEP 5: POST- PURCHASE EVALUATION

It is highly imperative that this entire process is considered when developing a brand. This process is outlined in following scenario of purchasing a new laptop computer: Step 1: Problem Recognition occurs whenever a consumer sees a significant difference between their current state of affairs and some desired or ideal state (Solomon et al., 2009: 151). Example: A consumer is looking to purchase a new laptop computer. Step 2: Information Research the consumer checks his memory and surveys the environment to identify what options are out there that might solve his problem (Solomon et al., 2009: 152-3). Example: The consumer recalls all of the brand names with which they are
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familiar, as well as a list of product attributes they would like to have on their new purchase. If this information is not to their satisfaction, or they know very little about the product industry/sector, they may try additional sources for informationfriends, advertisements, reviews, Internet searching. Step 3: Evaluation of Options identifying and weighing all influential factors for making a purchasing decision through a comparison of positive and negative views. (Solomon et al., 2009: 153-4) Example: The consumer narrows their product choices down to two brands of computers. One brand is of better quality for sounds and graphics, whereas the other brand is better for report and essay-style content. Step 4: Product Choice purchasing one of the debated products. (Solomon et al., 2009: 154-5) Example: The consumer decides to choose the computer that offers them better sounds and graphics, as that particular consumer is a filmmaker. Step 5: Post-Purchase Evaluation decision on value is made if the product is at least to their satisfaction and there is a weighing of options to see if the product is sufficient for the reason purchased. (Solomon et al., 2009: 155-6) Example: The consumer tests the computer with their software programs. It is at this point whether or not the customer will decide if they are ultimately satisfied in their purchase decision. The example given is based on a purchase that is not made very often (for the average consumer); however, the decision-making process may be easily changed due to the impulsive of certain purchases. There are few marketers or researchers who have not experienced the situation where a market or a brand
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behaves in a manner we cannot decipher. (Anon., 2007a) As mentioned before, all of the steps in this process must be considered throughout the entire development of a brand. Marketers are able to respond to this process with strategic thinking. Figure 3 demonstrates the response a marketer has to each of the 5-steps in the consumer decision-making process: Figure 3: Marketers Responses to Decision-Making Stages

RECOGNITION STEP 2: INFORMATION SEARCH STEP 3: EVALUATION OF ALTERNATIVES

STEP 1: PROBLEM

MARKETER'S RESPONSE:
Encourage consumers to see that existing state does not equal desired state.

MARKETER'S RESPONSE:
Provide information when and where consumers are likely to search.

MARKETER'S RESPONSE:
Understand the criteria consumers use in comparing brands and communicate own brand superiority.

STEP 4: PRODUCT CHOICE

MARKETER'S RESPONSE:
Understand choice heuristics used by consumers and provide communication that encourages brand decision.

STEP 5: POST-PURCHASE EVALUATION

MARKETER'S RESPONSE: Encourage accurate consumer expectations.

Source: Solomon et al., 2009: 152

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 One of the best ways to influence the decision of consumers is through the design elements and the development of the companys brand. There are many different factors that persuade a persons decision-making including internal, social, and situational components. Figure 4 illustrates which factors are included within each component of the decision process. Figure 4: Influences on Consumer Decision Making The following are the factors considered in detailed analysis for the report:1 Social Influences culture Internal Influences learning, perception, attitudes, and age groups Situational time

INFLUENCES:
Culture Subculture Social class Group memberships

SOCIAL

SITUATIONAL INFLUENCES:
Physical environment Time INTERNALINTERNAL
INFLUENCES: Perception Motivation Learning Attitudes Personality Age groups Lifestyle

DECISION PROCESS
Source: Solomon et al., 2009: 157

1 This will be further discussed in the Limitations portion of the report.

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 With the influencing factors, also comes a motivation from the consumer. It is important to take a look at what motivates a consumer to buy a particular product or brand (Solomon et al., 2009: 161). Abraham Maslow has developed a hierarchy of needs within the field of psychology, but the same levels he discusses can also be used in the theory of marketing. When developing a brand, it is necessary to keep these levels (Figure 5) of needs in mind throughout the whole branding process (Solomon et al., 2009: 160-1): Self-Actualization what is it about the brand or product the brand offers that provides the consumer with the feeling helpingthemselves or someone else? Example: Buying a product whose profits go towards helping a charity. Ego Needs what is it about the brand or product the brand offers that provides the consumer with the feeling of being treated or pampered? Example: Purchasing a luxury item or splurging in their favourite store. Belongingness what is it about the brand or product the brand offers that provides the consumer with the feeling of fitting in with the rest of their peers? Example: Collecting the same style of necklace that is the latest fashion. Safety what is it about the brand or product the brand offers that provides the consumer with the feeling of security? Example: Obtaining a home-alarm system. Physiological what is it about the brand or product the brand offers that provides the consumer with the feeling of being able to survive? Example: Gathering groceries at the local market.
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 These needs are ranked from the least necessary to the most important as deemed for a standard of living and quality of life. It is important for companies to know where their brands are associated on this scale and as to how well they appeal to their consumers who meet these needs. Along with the potential influences and these needs, the actual design elements of a brand are essential to correctly identifying and targeting the consumer. Figure 5: Maslows Hierarchy of Needs
ACTUALIZATION :
Self-fulRillment, enriching experiences

SELF

EGO NEEDS:
Prestige, status, accomplishment

BELONGINGNESS:
Love, friendship, acceptance by others

SAFETY:
Security, shelter, protection

PHYSIOLOGICAL:
Water, sleep, food

Source: Adapted from Solomon et al., 2009: 161

III. Design Elements Todays measurement standards may not be within how great the product is, but rather how well the brand performs. Brands are measured by its effectiveness in the realm of commerce ... [and] must communicate on both a rational and an Page 24

emotional level, delivering an image and a message that is relevant, as well as inspiring. (Recker and Kathman, 2001) Therefore, when establishing a brand, it is important to look at all elements of designcollection of sensory input. (Hitchens and Hitchens, 2010: 218) These elements help set the expectations through expression for the consumer. (Recker and Kathman, 2001) As mentioned in the case of Apple, Inc., they had to revisit how their products look and felt to the customers. This aspect of the sensory values can be considered one of the most important, as it helps the consumer make a prejudgment about a product even before use. The look and feel of a brand is the unique style that makes it recognizable, it is the subtle interplay of characteristic elements: logo, colour, type, imagery, materials and use of language that collectively define the brand image (Hitchens and Hitchens, 2010: 178-9). This is of grave importance, as it interlinks the various fields of marketing and design so that a brand will be known by its behaviour and visual style inextricably linked with the visual language of the brand (Hitchens and Hitchens, 2010: 179). The look and feel must be relevant to the style of brand imaging with which the product may be associated. One of the best ways to make sure that a brand has the correct association with consumers is to make sure that it falls within the correct realms on a perceptual map. A perceptual map is a vivid way to construct a picture of where products or brands are located in consumes minds (Solomon et al., 2009: 228). The most accurate way of determining where the brand or product sits on a perceptual map is to survey current and potential consumers information about that brand or product. These questions should be asked throughout all phases of the branding process, not solely after the product has been released into the market for a while. (Solomon et al., 2009: 228)
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i.

Colour Theory One of the fastest growing trends in the marketing and design process is the research on colour theories and principlesboth psychological and physiological. With most consumers shopping in-store (a staggering 73%), it is important for companies to consider the colour theory when developing a brand, as that brand then becomes clear when comparing two brands from the same product category. The visual culture is increasingly important, as consumers want everything attractively presented in a full-colour, graphic format. Fundamentally, there are 11 basic colours ... that are universal, regardless of the shade, tone, or tint. (Anon., 2007b) Colour is one of the most elusive design elements as it also can appear differently when it is surrounded by other colors (Landa, 2006: 140, 142), which could be contributed to the understanding that every person perceives colour in a different way and this varies greatly depending on culture, physiology, psychology, and exposure to marketing color symbolism (Landa, 2006: 140). Landa best explains these associations in the following way (Landa, 2006: 140-144): Color and culture: the symbolism and associations of colors in specific cultures and countries. Example: Green may be known as having mint flavouring; however, in another country, it may be known for being the colour of something decaffeinated. Physiological response to color: the way a particular eye perceives color, and how a person physically responds to color. Example: Someone who is colour-blind may not be able to respond or react to a brand design the same way that someone would that has 20/20 vision. Psychology and color: the way a particular person or cultural groups responds to color, and the color associations formed for that person or group.

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Example: Blue is known as being a cool colour and providing a soothing effect. This is often why a doctors office in the US may have blue walls. Marketing context: the specific color representations that have been established by marketers. Example: Yellow is associated with being lemon-scented or lemon flavoured and orange is known for having a tropical smell or taste. When exploring more into colour theory, psychologists have noted that each colour evokes a different emotional response for the average person. It is important to remember not to choose a brands colour for it being trendy at that time, as fashions quickly fade and it will appear as though the brand is out-of- date. The standard 10 colours will be discussed (in alphabetical order) at this time, from a Western-culture vantage point: Table 3: Colour Meaning Comparisons Colour Connotations Negativity, blackmail, blacklist, black hole, class, wealth, elegance, sophistication, formal, stand out, funerals Trust, conservatism, cool, calming, sky, sea, blueberry, flowers Language blackmail, blacklist, black hole, little black dress, black tie, black ball Famous Brands Black & Decker Guinness All Blacks Black N Red First Direct

Black

Blue

blue moon, the blues, blue print, blue humour, Blue Monday, blue blood

Barclays Bank General Motors (GM) IBM Chevron Samsung National Health Service (NHS)

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Green

Grey (Silver)

Orange

Growth, nature, safety, minty, medical care, banking, money, naivety, emerald, billiards Neutral, mature, prestigious, platinum, silver, hope, optimism Citrus fruit, yellow-red, royal family, spiritual, Protestantism, Halloween Femininity, Barbie, gum, flamingos, Financial Times, settling, flowers Wealth, opulence, sails of Cleopatra, badge, injury, royalty/regal, velvet

green-fingered, green with envy, Green Man, Green Knight, Jack of the Green, green thumb, green horn grey area, grey hair, grey pound, silver surfer, silver lining A Clockwork Orange, chocolate orange, Orange County (OC), orange juice (OJ), orange tan in the pink, tickled pink, pretty in pink, rose-tinted glasses

BP Marks & Spencer Lloyds TSB Greenpeace Publix Jolly Green Giant Accenture Apple Audi Mercedes-Benz Silver Cross Orange easyJet Sainsburys GlaxoSmithKline (GSK) Cingular Wireless Tango Thomas Pink T-Mobile Lastminute.com Smile Financial Times Liverty Cadbury Milka Yahoo Silk Cut

Pink

Purple

purple heart, purple patch, purple prose, born in the purple, shrinking violet

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Red

Pride, passion, lust, sex, strength, energy, blood and war, strawberry, cherry Innocence, purity, cleanliness, spirituality, goodness, healing, hospitals, doctors, bride, surrender Warmth, sun, brightest colour, happiness, spring, new life, desert sands, bile, autumn leaves

White

roses, the red planet (Mars), see red, red book, Red Army, red-letter day, red light district, red handed, paint the town red whiter than white, Snow White, whitewash, white flag, white wedding, white dove

HSBC Coca-Cola Virgin Marlboro Vodafone

Mont Blanc The White Company White Stuff Lillywhites R Whites

Yellow

yellow-brick road, yellow jaundice, yellow belly, yellow fever, yellow ribbon, yellow jersey

Aviva Shell Yellow Pages Hertz The AA

Source: Adapted from Hitchens and Hitchens., 2010: 160-174

When looking at Table 3, it is obvious that each colour may represent a variety of industries, sectors, and may appeal to different target markets. It is for this reason that the study of colour theory within branding is of such importance. Colour is linked with emotion and sensation; have strong psychological connection[s]; significant influence in purchasing decisions; [and are recognisable] before we read a word (Hitchens and Hitechens, 2010: 161).
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Through the research of colour theory, it has been shown that the blue identity was the dominant colour for every 52/100 companies surveyed in October 2009 (Hitchens and Hitchens, 2010: 161). Some famous examples of colour theory into practise includes the following: Red The Coca-Cola red has been stolen by the company Vodafone within the European market according to a Brand Sense survey conducted in the UK. Only 22 percent of people surveyed still associate the red colour with Coca-Cola. (Lindstrom, 2010: 48-49) Green The original colour for the Lucky Strike cigarette brand was of a green hue. Unfortunately because of war times, the ink colour was available in minimal quantity and therefore the Lucky Strike brand repositioned itself with a red hue, claiming to have gone to war. This campaign was so successful that their profit margins increased by 38 percent within the next year of sales. (Lindstrom, 2010: 49-50) Yellow this colour is thought to be synonymous with transportation. At one period in time it was automatically representative of the DHL courier brand; however, in the last few decades, McDonalds and Kodak have taken over and claimed the rights to the yellow hue. Currently, they are the two major players colour identity. (Lindstrom, 2010: 51) Alongside with colour, another important aspect of a brand is the logo. In today's visual-obsessed society, where consumers have more choice and less time than ever before, it has never been more important for marketers to invest in the design and look of their product or logo. (Anon., 2007b) ii. Logo Development A logo is the most recognisable element of a brand; its purpose is to communicate the brands message through graphic/textual style. In order for a logo to serve its purpose, it must be used consistently throughout all mediums, as well as evolve, growing from the companys core values. (Freed, 2005) A logo is typically the primary differentiating element of products. This principle
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was demonstrated in a case study where consumers had to match car vehicles with the brand (without the use of logos). Only one in four participants could accurately depict the correct vehicle (Williams, 2007). Essentially, a logo is a brands trademark; the logo is unique to other products and is modelled for instant recognition by consumers (Anon., 2009d) and its makeup should define and represent a brands character (Landa, 2006: 137). [A logo] should look just as good in 15-foot letters on top of a company headquarters as it does one sixteenth of an inch tall on company stationery (Logo Orange, 2000). A logo can be synonymously referred to as an avatar, colophon, emblem, icon, ideogram, logogram, logotype, monogram, pictogram, signature, trade mark or wordmark with industry professionals. (Hitchens and Hitchens, 2010: 151). Throughout this list, there are four distinct types that can be seen in a companys brand: Table 4.1: Wordmark Examples Brand Image2 Barnes & Noble Booksellers Coca-Cola Philips
2 Images obtained through a standard Google.com image search for Wordmark Examples.

Wordmark (logotype) the name is spelled out in unique typography or lettering (Landa, 2006: 130-1).

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Source: Adapted from Landa, 2006: 130-1

Lettermarks created using the initials of the brand name (Landa, 2006: 132).

Table 4.2: Lettermark Examples Brand Image3 IBM

General Electric

Marks & Spencer

3 Images obtained through a standard Google.com image search for Lettermark Examples.

Source: Adapted from Landa, 2006: 132

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 Symbol Mark (Pictorial) representational image that symbolizes the brand or social cause it relates to an identifiable object (Landa, 2006: 133). Table 4.3.1: Symbol Mark (Pictorial) Examples Brand Image4

Shell

Fat Face

Apple, Inc.

Source: Adapted from Landa, 2006: 133

4 Images obtained through a standard Google.com image search for Symbol Mark (Pictorial) Examples.

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 Symbol Mark (Abstract) representational visual with an emphasis on the intrinsic form, an extraction relating to a real object, modified with an abstract emphasis (Landa, 2006: 134). Table 4.3.2: Symbol Mark (Abstract) Examples Brand Image5

2012 Olympics

Barclays Bank

Guinness

Source: Adapted from Landa, 2006: 134

5 Images obtained through a standard Google.com image search for Symbol Mark (Abstract) Examples.

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 Table 4.2: Combination Mark Examples Brand Image6 Delta Air Lines Combination Mark a combination of words and symbols (Landa, 2006: 135-6).

Starbucks Coffee

Dove

Source: Adapted from Landa, 2006: 135-6

A logo is the keystone of any graphic design plan (Landa, 2006: 138). A logo incorporates many different styling elements. Along with colour theory (as previously discussed) logos can also envelop typography. Typography is a subject that is often forgotten or neglected; however, the most successful-global brands
6 Images obtained through a standard Google.com image search for Combination Mark Examples.

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have been responsible for developing their own, new and innovative typographic features, rather than sticking to an easily copied typeface or font available on the standard computer. Typography is a unique setting of characters created specifically for the brand (Hitchens and Hitchens, 2010: 153). When designing a brand typography, the company must consider the typeface, space between the letters, respective sizes, and how it relates to the colours involved, as this will create a recognisable, yet difficult to mimic, feature of the brand. The style of the typography of the brand must actually be representative of the brand. It is important to recognise that if a brand has a carefree personality, then hard- edged, rigid forms may not be appropriate (Landa, 2006: 153, 112). Typography even has the ability to evoke emotions or assist in the recall of certain qualities or events in ones own life. This design element is also essential in developing product line extensions. It is important for a company to use the same typographic standards throughout all their product offerings. (Hitchens and Hitchens, 2010: 153-4) Coca-Cola has done well in this aspect whenever they had launched an extension of their regular Coca-Cola lineDiet Coke, Vanilla Coke, Cherry Coke, etc. All of these colas are packaged with the same look and feel similar enough to the original Coca-Cola product, yet distinctive enough to tell the difference from another, similar product. All in all, logos are extremely important to the success of a brand, but it must be remembered that the logo itself is not the brand. The logo is really the tip of the iceberg; its the face of the brand that fronts a strategic system for brand identity. (Hitchens and Hitchens, 2010: 155) iii. Packaging and Products In the average trip to the supermarket, a consumer is inundated with nearly 30,000 products. Consumers can easily make swift decisions and first impressions really do count A brand may be judged in the blink of an eye (Hitchens and Hitchens, 2010: 24). Unlike other elements in brand design, packaging is a joint effort amongst several businesses including industrial designers, packaging engineers, and manufacturers. (Wheeler, 2006: 134)
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Packaging is more than just filling packages with product (Anon., 2000). Products evoke emotion from the consumers (positive and negative), which makes it dangerous for a brand to claim that a certain product will do something specific for all consumers (Stompff, 2003). A product should be designed to outlast any brand identity campaign (Stompff, 2003) while packages are brands that you trust enough to take into your home (Wheeler, 2006: 134). It is necessary to understand these differences. An example to assist in the understanding of the differences between package and product, as given by the researcher, would be the following: A packet of chewing gum comes in a handy container to be placed in a vehicles cup holder. The package is the container the pieces of gum come in, whereas the product itself is the chewing gum. Both evoke different responses: The container may evoke happiness, as it was designed for convenience in the vehicle; the gum may evoke relief, as the peppermint flavouring helps calm the nerves of the gum chewer. The focus on packaging will coincide with the ideas of integrating all parts of the brand identity. Packaging design is a graphic design application which operates at the casing, as well as to attract a consumer and to present information; it is an amalgam of two- and three- dimensional design, promotional design, information design, and functionality (Landa, 2006: 161). Everything about the product usage should be considered and analysed when designing a package how it appears on the shelf, how it will be used, if the packaging will be a part of the actual product, if it should be recyclable, easily stored, etc. (Solomon et al., 2009: 309) If the product being offered currently exists, then the packaging is often designed in a similar fashion as to what is already available; however, there are a few products that think outside of the norm and potentially create their own trends. Table 5 includes several factors to consider for package design.
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Table 5: Considerations for Package Design Features Questions to Consider Is it green? Can it be reused? It is recyclable? How sturdy is it? Is it attractive? Does it enhance the product or entice consumers to purchase? Does it appear authentic? Example Biodegradable candy wrapper where proceeds are going to an organisation such as WWF. Water bottle Tupperware container that can be run through the dishwasher. Perfume bottle Festive, holiday outfit on bottle of juice Canned soup or classic cola bottles the way its always been Liquid detergent all of the product needs to be able to come out of the bottle Canned vegetables Do-It-Yourself (DIY) projects Offers off on next purchase

Material

Aesthetics

Shape

Is it round, square, triangle, or hourglass? What is on the package? Is it informative or instructive? Does it add anything?

Shows

Source: Adapted from Solomon et al., 2009: 209-310

If a product is appropriately packaged, this could lead to a greater rate of retention for future purchases by the consumer. Another very important factor is to make sure the package stands out from other similar, competing products. (Landa, 2006: 161) It must be attractive and appropriate for its audience and marketplace and consider how it sits on a shelf in visual competition with the products sitting next to it (Landa, 2006: 170). Packages are not limited to the tangible package that is often assumed; a package can also be the design of a company website that provides a product or service. (Landa, 2006: 161)

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Research Methodology
I. Rationale, Approach, and Design There are many process options for primary data collection when conducting marketing research: exploratory, descriptive, and causal. Each of these uses is important; however, for the purpose of the paper, a combination of exploratory and descriptive methods has been used. Exploratory research is best used to gain an insight in market phenomena and to determine peoples attitudes towards brands in general. As exploratory methods are typically associated with qualitative data, the research for the dissertation was conducted through in- depth interviews (semi-structured). (Malhotra and Birks, 2007: 69) The purpose of qualitative research is to provide an in-depth understanding of peoples experience, perspectives and histories in the context of their personal circumstances or settings (Spencer, 2003: 3). Descriptive research directly examines how a market is controlled and functions and is used to determine brand recognition. Typically, descriptive research is associated with quantitative findings, and for this report, the research conducted was through a mass-distributed survey dealing with various brand perception elements: colours, logos, packaging, as well as international recognition. (Malhotra and Birks, 2007: 73) The purpose of quantitative research is to determine the relationship between one thing (an independent variable) and another (a dependent or outcome variable) in a population (Hopkins, 2000). The main objective of this research is to understand how brand design affects consumer-purchasing habits on an international scale, with a primary focus on the UK and US markets. This study was undertaken in two phases: qualitative research1 and quantitative research2.
1 Exploratory methods used and a framework analysis-style analysis.

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In-depth interviews conducted in efforts to understand behaviours and trends, as well as perceptions on brand design and purchasing habits. Surveys conducted in efforts to understand cause and affect relationships, such as how brand design influences the purchasing decision on branded products.

The research design uncovers answers to the following questions in line with the studys objectives: what, how, when, where, and for whom? What is the desired outcome from the research findings? Determine the correlation between brand design and purchasing habits. How was the research conducted? Through qualitative (in-depth interviews) and quantitative research methods (mass-distributed survey). When did the research take place? November 2010 January 2011 Where will the research take place? Online, United Kingdom, and United States. For whom is the research being conducted? Brand designers in multinational companies, international marketing students, and international marketing theorists. To complete the exploratory research, a semi-structured interview was developed with the primary objectives3 of the research in mind; whereas, the descriptive research also stayed in sync with the primary objectives, the users were forced to choose options (using a Likert scale, selecting from a drop-down menu with specific choices, and choosing all that apply) with the exception of one short answer question regarding recognisable brand colours.
2 Exploratory methods used to determine the cause and effect relationships between brand design and

purchasing habits.

3 Objectives can be found on page 3.

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II.

Target Demographics The primary targets of the research included the average person in both the United Kingdom and United States. In order to obtain research with this group, it was necessary to conduct in-depth interviews (semi-structured) with the average product purchaser in the UK and US. Overall, a result of 16 out of 19 in-depth interviews was conducted with this primary target group. Additionally, there was a mass-distributed survey sent (via online) to determine peoples perceptions towards brand design and to measure their purchasing habits. A sample of 241 participantsthe minimum needed was 200 (Malhotra and Birks, 2007: 409, Table 14.2)completed the survey. This survey was sent to members in both target groups. A secondary target demographic included a select group of business professionals in branding/marketing/design departments within multinational companies, as well as industrial designers. This approach was to gain a more detailed insight as to see if they subconsciously purchase products with a different agenda on their mind. In order to obtain research with this group, it was necessary to conduct these in-depth interviews (semi-structured) with professionals in the UK and US.

III.

Data analysis Analysing the gathered data is a more difficult task in the research process. As there is a compilation of information from in-depth interviews and surveys, it is necessary to examine these responses in a methodological order. The type of data analysis performed is co-dependent on the type of research methods that have been undertaken. A framework analysis has been used for the exploratory data collection, which is built on a set of principles around which to frame and structure ... questions that might be asked of a piece of work in order to critically assess ... [and] judge overall merit, based on the questions and indicators that are most relevant (Spencer, 2003: 7). These categories have then been cross- analysed with the individual responses to form common threads among the participants responses.

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 The analysis process of quantitative findings was similar, but can most effectively be done through the use of sophisticated software programmes. For the analysis of this studys results, the online resource Zoomerang4 was used to gather the data and used for the direct and cross-tabulation analysis. With this tool, participant inputs were automatically computed and calculated in detail, which helps to visually display common trends among all survey participants when displayed in graph form. IV. Sampling As previously mentioned, respected guidelines for sample sizes are set for conducting an appropriate amount of interviews, as well as obtaining an adequate number of online survey respondents. It was necessary for the qualitative research to have at least 8 semi-structured, in-depth interviews (19 were completed) and a minimum of 200 survey respondents (241 were obtained) for quantitative research. Additionally, it was necessary to obtain a sampling through convenience; therefore, the survey was distributed online and available to those who currently live in the UK, US, and Other countries. V. Ethical Considerations and Sampling Errors When performing the consumer research, it is necessary not to cross ethical boundaries in a variety of different forms. The following list (or set of personal rules) includes ethical issues the researcher respected in regards to conducting the consumer research: Do not include a personal interview with the researcher. Potential bias from the researcher as they developed the survey and know which results to skew. Do not include a personal survey taken by the researcher. Potential bias from the researcher as they developed the survey and know which results to skew.
4 Zoomerang is an online survey software; http://www.zoomerang.com

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Do not tell the interviewees the aim of the research until the interview has been completed. Potential bias from the interviewee as they would know the ultimate aim of the research and may skew the results. Do not tell the survey respondents the aim of the research until the survey has been completed. Potential bias from the respondents as they would know the ultimate aim of the research and may skew the results. Do not falsify any interview transcripts or survey results. Damage to study and apparent bias added to results. Credit all sources used. Avoid plagiarism and give credit. Do not pay, bribe, or compensate interviewees as to skew the results. Potential bias for obtaining only the results desired. Survey was distributed on an online platform. Allows for potential misuse by those not necessarily target for the survey. Convenience sample used. Potential of not obtaining enough respondents from one of the target groups. Possibility for inconsistency within survey. Potential for accidental misleading questions and cause for confusion among the respondents, such as not having an N/A or I do not know answer to some of the questions.

VI. Transcript, Measurements, and Mechanism The in-depth interviews were conducted through a semi-structured approach in an online interview platform also using the aforementioned Zoomerang website. This was done for efficiency and expedited purposes so as to receive the quickest results at the most convenient time frame for the respondents. Following the receiving of responses, a framework analysis was conducted focusing on patterns and theme measurements. Participants were encouraged to answer the questions to the best of their abilities and had additional open-ended, follow-up questions to prevent such cases of not obtaining enough information.
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Before the online survey was launched, it was pre-tested twice by a random sample of 3 people in the target group so as to eliminate any potential errors and confusion among those completing the survey. The final version was then launched online and was self-administrated. An online version of the survey was chosen due to time constraints and the requirements of needing responses amongst several countries. By having the survey online, this was also a cost- effective technique to gain quick access to a wide population. Snowballing techniques were use to reach the required number of participants, which resulted in the volunteer and convenience sampling. There was no initial control for this group, as it was open to everyone, including those who were interviewed. This double-response is not a conflict of interest or skewing of results, as the interview questions may have pertained to the same subject as the survey, but were not the same in nature. The survey was designed to have several different response types: choosing one answer from a series, cross between Likert scale and semantic differential scaling, as well as one fill in the blank question. All questions were marked for mandatory answering, so there was no need to prepare for the 999 variable. To analyse the data output, Zoomerang was again used to compare all responses to avoid researcher errors and to eliminate researcher biases.

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Empirical Findings and Analysis

I. Findings and In-depth Analysis The following information displays the data collected and how it can be applied to the researched materials found in the literature review, as well as matching the reports objectives and disproving the null hypothesis: Brand design is not directly linked to consumer purchasing habits. For the interview analysis, a framework was developed to measure the common themes on the interviewees opinions found on brand design, as well as their considerations when purchasing products. Additional information will be discussed for the quantitative analysis (questionnaires) and will be displayed in a format as to follow each objective. i. Interviews The qualitative research was comprised of nineteen semi-structured, in-depth interviews across the target demographic. The interview questions in full can be seen in Appendix A; however, this section will focus only on the information found from those interviews. In line with each objective outlined in this report, questions were developed to understand if these objectives match to real-world purchasing habits and considerations of brand design when making those purchasing decisions. Demographic information was requested of each participant for a further analysis, if warranted, after this initial paper is reviewed in detail. These questions included the following details1,2,3: Question #2 Age range Question #3 Where the interviewee is currently living. Question #4 Where the interviewee was born. Question #5 Where the interviewee has spent most of their life.

1 A complete list of objectives and corresponding questions can be found in Appendix A. 2 Charts for these demographics can be found in Appendix D. 3 Question #1 was an optional question to see if the interviewees wished to receive the feedback and results of

this study and was in no way related to the actual analysis of the dissertation.

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Question #6 Whether interviewee is a marketing professional.

The following information will be the analysis displayed (Appendix B) with each objective and how the questions match with the objectives4,: Objective 1: Gain insight into the world of brand creation, maintenance, and expiration. Question(s): No questions were used to match this objective, as the information found through literature reviews was sufficient. Objective 2: Investigate correlations between the design of a brand and how it affects consumer-purchasing habits. Question #12 as it relates to brand recognition. An overwhelming number of interviewees agreed that they would be likely to purchase a product because they have heard of it before, whether it was through word-of-mouth or because it was drilled in by advertising (as one interviewee noted, they would hope the brand would live up to its claims). Of those who did not respond that they would choose a brand through recognition, four of the interviewees said this may influence their purchase decision depending on the item (more common for lesser-values products), and a simple two of nineteen said they would not be influenced. Eight of the interviewees said they feel that if they recognise a brand, there is a sense of trust that is given towards that brand; however, only six interviewees said they believe this automatically instils a sense of trust and a high number of five disagreed completely. With this information gained on brand recognition, marketers should be aware that while they may push the brand onto consumers, consumes are not automatically tricked into trusting the brand. For a majority of consumers to
4 Appendix C details the framework analysis and how it was used.

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trust the brand, one interviewee noted that a relationship must be built between the brand and the consumer. Objective 3: Examine the sensory features of brand design. Question #7 relating to the interviewees favourite brand. The information gained from this question shows that the most common favourite brand among the participants was Apple, which was studied as a case example on re-branding earlier within this report. Analysis of this question demonstrates that the favourite colours amongst all the interviewees favourite brands dominantly included white, red, and black. Other colours were discussed; however, these were overwhelming the leaders in within the colours mentioned. Additionally, they preferred these brands as they were consistent, luxurious, natural, maintained an aesthetic appeal, gained trust with the consumer, evoked a positive feeling, recognisable (on and off the shelf), and are deemed of high quality. Marketers should note these characteristics and colours and consider further studying the Apple brand design. By understanding this information, they will be able to ensure a successful new branding or rebranding strategy and effort. This information will also help to eliminate wasted time, as this is information directly from the consumer. Question #8 relating to the interviewees favourite logo. After gathering responses from all nineteen interviewees, two logos stood apart from the rest, Apple and Nike. Again, the colours of white and black were noted as being the most favourable, with red mentioned in a five- way tie for third place (along with multi-coloured, green, blue, yellow/gold). For their favourite logo, the following characteristics were given: cheerful, historic, evoking positing feelings, offered a broad product range, trust, and confidence.
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 Marketers should note the way Apple brands each of their products as a cohesive group. Nike was also mentioned and is another great case to study for those wishing to develop a new brand or rebrand their current business. Similar characteristics were also given between the favourite brand and favourite logo. Question #9 relating to how the interviewee deems package design. The way consumers view a products packaging was more difficult to uncover and was approached in a systematic direction. Several questions were asked within this question to try to unveil the way the interviewee considers packaging design as a brand element, as opposed to the way something looks. When asked directly, it was a toss up with the interviewees if packaging was a consideration for purchasing a product. Some interviewees were very enthusiastic about design, whereas a few others really could not seem to care less. However, contrary to what they stated in the beginning, the analysis shows that actually nine interviewees considered packaging and products, six considered product only, and four considered the packaging. Also contrary to their initial statements, an overwhelming thirteen stated that they preferred a functional package design and fourteen even stated that a package design can evoke emotions for the consumer, which can sway the purchasing decision. As mentioned within the literature review, package design is a very important part of the branding experience. Marketers must take notice of this, as it is a major influencing decision. Package design should be implemented as early as the brand and product concept development and should not be left for the launching phase of the cycle.

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Objective 4:

Identify consumer-purchasing habits/trends in the UK and US markets.

Question #10 relating to why the interviewee is brand loyal, and to which brand(s) they are loyal. The most common brands are Apple, Crest, Amazon, Volkswagen, Nike, Hellmans, Bounce, and Tide. These brands all have a significant brand loyal consumer. The more popular characteristics mentioned among these brands include a sense of happiness, satisfaction, quality, confidence and trust, as well as a good reputation. The majority of interviewees said they are not necessarily influenced by vouchers or coupons, but would be influenced if their peers or colleagues recommended trying a new brand. A lot of advertising efforts are focused on sending out vouchers for their products; however, it is apparent that it does not make a difference to those consumers who are already loyal to one brand. It is important for marketers to focus on how to get people to spread the word about a product, rather than inundate a potential customer with offers. Question #11 relating to how price, fashion, and economic factors affect their purchasing decisions. Price was determined to be the biggest concerning factor for purchasing a product. Most of the interviewees seemed to be very price-conscious and mentioned characteristics such as purchasing from warehouses or wholesalers, looking for sales or bargain shopping. Several of the interviewees felt this was an extremely important factor and is the bottom-line when purchasing a product. Fashion does not seem to impact most of the interviewees; however, a few remained that better quality items are the more expensive products. Additionally, the economy only comes into play when understanding prices. Most everyone stated that they are purchasing necessary goods over luxury items in the current
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economy. Additionally, during times of economic struggle, offers, vouchers, or some other kind of incentive would make them more likely to purchase that product over another. However, as before, peer suggestions remained the strongest influential factor. Marketers must take this information into consideration. As previously mentioned, people do not like to be overwhelmed with vouchers, but in a time of economic difficulty, they are more likely to be influenced. Price is the most important factor among the consumers, so it is necessary for marketers to put their brand into being a brand that consumers can be brand loyal to in efforts to overcome price being an issue. Question #13 relating to how a companys risk management, ethical standards, and CSR affect the interviewees purchasing decisions. Only the minority gave a response to being influenced by the companys risk management, ethical standards, and corporate social responsibility (CSR); however, there is a contradiction in what they are actually more likely to purchase. Very few responded that they would be influenced by these factors; however, ten said they are more likely to purchase locally made products or fair-trade products. They commented they are not influenced by a companys risk management policy, but ten interviewees are greatly impacted by a company handling bad press, with three more saying it may affect their opinions depending on the circumstances. The consumer does not necessarily do everything consciously, which can be seen by this analysis. The consumer says they do one thing, but their actions tend towards something completely different. This misleading information is why marketing research is necessary. Marketers should take notice of what the consumer does and not what they say they do.
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ii. Questionnaires Each question for the online-survey was critically constructed and reviewed to follow in accordance to the dissertations objectives. This section elaborates on the survey questions and provides visual aids (when appropriate) for explaining the gathered datas results. Analysing quantitative data can be a lengthy and tedious process. This information was gathered and analysed for trends using the Zoomerang website (Appendix F). Specific charts and tables were gathered and further reviewed to meet the objectives of this report. The questions in this survey were designed to be ordinal and scaling (interval and ratio), and excluding nominal variables5. They were analysed using two types of statistical analysis process: bivariate and univariate. Bivariate measurement is performed when analyzing two variables at the same time (through cross-tabulation), whereas univariate measurement is performed when analyzing a single variable at a time. Following the same analysis process of the interviews, each question is paired with the objectives and displayed accordingly. Demographic information was requested of each participant for a further analysis, if warranted, after this initial paper is reviewed in detail. These questions included the following details6,7,8: Question #2 Age range Question #3 Where the interviewee is currently living. Question #4 Where the interviewee was born. Question #5 Where the interviewee has spent most of their life. Question #6 Whether or not the interviewee is a marketing professional. Questions #7 If in the field of marketing, respondents were requested to provide their job titles. Of those, their titles were as follows: Marketing
5 A variable is a characteristic that can be classified, counted or measured. 7 Charts for these demographics can be found in Appendix H. 8 Question #1 was an optional question to see if the interviewees wished to receive the feedback and results of 6 A complete list of objectives and corresponding questions can be found in Appendix E.

this study and was in no way related to the actual analysis of the dissertation.

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Executive (1), Marketing Assistant (11), Account Manager (4), Marketing Officer (1), Product Manager (2), Marketing Managers (3), Brand Manager (2), Marketing Director (1), Vice-President of Marketing (1), Marketing Intern (1), Marketing Student (5), Marketing Service (1), Creative Planner (1), Marketing Academic / Lecturer (2), Sales (1), and Brand Strategy Consultant (1). The following information will be displayed with each objective and how the question matches with the objectives of this report9,: Objective 1: Gain insight into the world of brand creation, maintenance, and expiration. Question(s): No questions were used to match this objective, as the information found through literature reviews was sufficient. Objective 2: Investigate correlations between the design of a brand and how it affects consumer-purchasing habits. Question #31 (item 5) and Question #31 (items 1, 4, 6, 8-12) cross-tabulation to determine if the design of the brand has any bearing on the purchasing of products according to eight different variables. Design of brand mood I am in. (Appendix I, Chart 1) Indicates a relatively uninfluenced position of buying products because of brand design due to their mood. Design of brand colours of the product. (Appendix I, Chart 2) Demonstrates the position that if the design of the brand influences your purchasing decision, so does the colour of the product. If the design of the brand does not influence their purchasing decision, neither does the colour of the product. Design of brand design of the product. (Appendix I, Chart 3) There is a strong association that the design of the brand correlates to the design of the product, both affecting the consumers purchasing decision.
9 Appendix G details the analysis and how it was used with each objective.

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Design of brand amount the product costs. (Appendix I, Chart 4) An even stronger correlation is shown when looking at those who are influenced by the design of the brand and the amount the product costs as being an influencing factor. Design of brand warranty available for the product. (Appendix I, Chart 5) Respondents suggest that whether they agree or disagree that the brand design influences their purchasing decision, most agree or are neutral when it comes to a warranty for the product being an influential purchasing factor. Design of brand reviews from other sources. (Appendix I, Chart 6) Relatively high responses for those who feel design of the brand influences their decision making also are influenced by reviews from other sources. Design of brand time I have to purchase the product (time allowed to spend in store). (Appendix I, Chart 7) Those consumers who are influenced by the design of the brand also agree that the time they are allowed to purchase the product while in store makes a difference in their purchasing decision. Design of brand time I have to purchase the product (limited time offer items). (Appendix I, Chart 8) This correlation shows that whether the brand design influence their decision or not, they generally agree that the time they have to purchase a limited time offered product influences their purchasing decision.

Marketers should take note of this analysis in efforts to tailor their brands towards the desires of the consumer. This could include being careful on pricing their products (or services), adequately accounting for colour and packaging when developing a logo and/or brand, as well as maintaining and developing a strong brand reputation.
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Question #31 (item 5) and Question #16 (favourite and least favourite brand colours) cross-tabulation to determine if the design of the brand has any bearing on the colour of their favourite and least favourite brand. Design of brand colour of favourite brand. (Appendix I, Chart 9) In general, the favoured brand colours are red, blue, black, and white. For those who claim not to be influenced by brand design, their preferred colours include white, red, and blue, whereas those who admit to being influenced by brand design prefer the colours black, blue, and red. Design of brand colour of least favourite brand. (Appendix I, Chart 10) In general, the least favoured brand colours include yellow, orange, and black. For those who are influenced by brand design, their least preferred colours include orange, green, and yellow; whereas the those who are not influenced by brand design, their least preferred colours include black and pink. There does not appear to be a strong correlation between the two groups. To understand this data, it is necessary to look at the previous analysis and try to avoid the colours that, overall, people do not seem to favour. Marketers should consider these findings when developing and establishing a brand or when making the endeavour to re-establish an already existing brand. As mentioned in the findings, notable colours to use include red or blue and to avoid pink and possibly black (even though a majority also said they found this colour to be favourable to those who consider brand design an influencing factor for making purchasing decisions. Objective 3: association. Table 6 shows the top 5 brands associated with each of the most commonly found colours in brand design. Included with this data is the N/A option for those who were unable to think of a brand for the colour.
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Examine the sensory features of brand design.

Question #15 top 5 brands listed for immediate brand recall through colour

 Table 6: Top 5 Brand and Colour Associations Colours Brands N/A Coca-Cola Axe Black Coca-Cola Zero Nike Dell N/A Pepsi Blue IBM Dove Microsoft N/A The Body Shop Green Irish Springs Mountain Dew Sprite N/A Apple Grey (Silver) Mercedes-Benz Diet Coke Honda N/A Orange Mobile Orange Tropicana Sunkist The Home Depot Victorias Secret N/A Pink Barbie Susan G. Komen T-Mobile # of Respondents 73 15 13 11 9 7 51 41 16 10 5 75 12 11 8 8 91 26 9 8 8 67 36 15 13 12 71 66 8 7 7
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Purple

Red

White

Yellow

N/A London Metropolitan Crown Royal Delta Sigma Pi Bed, Bath & Beyond Coca-Cola N/A Red Bull Target Virgin N/A Dove Apple Crest Colgate Nike N/A McDonalds The Yellow Pages Best Buy Chiquita Hertz

154 6 5 5 4 113 34 9 9 6 98 43 38 4 3 3 104 15 9 6 4 4

Source: Data compiled from question #15 in the mass-distributed survey.

As found within the context of the favoured brands within the in-depth interviews, Apple is listed on Table 6 twice (Whte, Grey/Silver), other notables are Coca-Cola (Black, Red) and Dove (Blue, White), which both appeared twice on the list as well. These three brands that were studied are also the among the few brands mentioned twice in the top 5 spots in the colour recall exercise. Marketers can further research on why these brands are continually successful. These three brands also incorporate some of the most favoured characteristics found through the in-depth interviews including cheerful, quality, and historic.
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Question #16 direct look at the colours associated with respondents favourite and least favourite brands. In symmetry to the in-depth interview results, the most favourable colours associated with favourite brands include red, blue, black, and white whereas the least favourable colours associated with brands include yellow, orange, black, and pink. (Appendix I, Charts 11) These results show that when consumers think of their favourite brands, they are often associated with professional and clean colours. Seemingly opposite colours are associated with the least favourite associated with bright colours. Also as mentioned before, the colour of black may be seen as dark and depressing. It is important for marketers to note these consumer associations when developing or redesigning a brand. Questions #17-21 overlook of brand recognition and recall on brand logos shown, from several different and global industries. Respondents were given a list of five brand options to choose from for each of the five logos presented. Overall, most of the brands were correctly selected and it must be noted that the McDonalds logo was the only logo to receive a 100% rate of correct selection. (Appendix I, Charts 12-16) Further review of McDonalds on a global scale for their brand recognition should be studied. Marketers should view them as an example on how to create brand awareness and brand recognition or recall, as they have succeeded in their area. Questions #22-26 overlook of brand recognition and recall on brand packaging shown, from several different and global industries. Respondents were given a list of five brand options to choose from for each of the five packaging presented. Overall, most of the brands were correctly selected. It must be noted that the Hummer brand was correctly
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identified 99% of the time. (Appendix I, Charts 17-21) Information to take away from these findings is a study of the Hummer vehicle to see why it was the most recognisable packaging of all five packages. Hummer has branded itself well on a global scale and marketers should further research as to how they can establish their packaging to be just as recognisable. Question #27 understanding how respondents answered the questions #16-26 on colours, logos, and packaging and whether they used an additional resource for their responses. The majority of respondents were able to answer the branding elements without use of help and also were able to recognise all or most brands presented. Only 5% used an additional resource such as a friend, family member, colleague, or Internet search engine (Appendix I, Chart 22) This information enforces the results of the researcher choosing brands that were internationally known and recognized so as to avoid a country-specific bias. Questions #28-30 overall brand recognition difficulty for questions #16-26. Overall, the respondents found it difficult to immediately associate a brand to a colour given, yet found overwhelmingly found it not difficult to associate the brands with presented logos or packaging. (Appendix I, Charts 23-25) It is important to conduct further research in the future on this subject as to why the respondents had difficulty associating brands with colours. Giving an internationally known brand and asking for their brands associated colours could also help to conduct further analysis. However, this research mentioned is beyond the scope of this dissertation topic. Marketers can still use this information to their benefit by further exploration into the brands used in this study on their logo developments and packaging designs.
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 Objective 4: Identify consumer-purchasing habits/trends in the UK and US markets. Questions #9, 11, 13 indicates if the respondents have heard of particular computer system, soft drink, and hygiene product brands (to tie into the case studies with Apple, Coca-Cola, and Dove). Computer systems: The majority of respondents had heard of all five computers systems. (Appendix I, Chart 26) Soft drinks: The majority of respondents had heard of four of the five soft drink brands, the exception being continent-specific Virgin Cola. (Appendix I, Chart 28) Hygiene products: The majority of respondents had heard of all five hygiene brands, the exception being Lush. This particular brand is commonplace in the UK (and other European countries), but has only in recent years entered into the US market and even then is only in select areas. A surprising amount of respondents have heard of the Jergens brand, as it is a newly established brand within the UK, originally developed in the US. This contradiction to the Lush brand may be due to population size of the primary study groups. (Appendix I, Chart 30) Marketers can use this information to understand how brand recognition is influenced among locations, specifically indicative within the soft drinks and hygiene products analyses as those products are more repeat purchases than an electronic good. Questions #10, 12, 14 indicates if the respondents have purchased particular computer system, soft drink, and hygiene product brands (to tie into the case studies with Apple, Coca-Cola, and Dove). Computer systems: Microsoft took the lead at 95% with Apple coming in second at 68%, and IBM in third with 25% of respondents who purchased these computer systems. Only a very small percentage (9%) of people
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who actually purchased at least one of the other two computer systems, and only a small 2% who has not purchased any of the five options. (Appendix I, Chart 27) Soft drinks: The largest two percentages of drinks purchased by the respondents are Coca-Cola (95%) and Pepsi Cola (80%). Only a small percentage (4%) responded to not having purchased any of the soft drinks listed, which could be from personal choice to not consuming soft drink beverages. (Appendix I, Chart 29) Hygiene products: Dove gained the largest percentage (90%) of respondent purchases with Bath & Body Works (a US-based brand) came in second with 66%, The Body Shop in third with 49%, and Jergens in fourth with 48%. A mere 3% of the respondents claim to have purchased none of the presented options, which could be due to market competition with other product brands. (Appendix I, Chart 31) It can be determined that just because a consumer has heard of the brand it does not mean that they have necessarily purchased said brand. For the soft drinks, this may be due to the fact the two leaders are in direct competition whereas the other drink choices are either continent-specific or considered an energy drink. Marketers will be able to use this information for further research and studies beyond the scope of this dissertation. Question #8 respondents answer how often they purchase electronics, soft drinks, and hygiene products (to tie into the case studies with Apple, Coca-Cola, and Dove). On average, 55% of respondents purchase electronics on a yearly basis, 40% weekly and 32% monthly for soft drinks, and a staggering 79% purchase hygiene products on each month. (Appendix I, Chart 32) Marketers should note that when developing a brand, they should consider their product (or range of products) for often people will be performing a repeat
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purchase. This information could potentially help marketers in how much time they should invest in updating their brands. It is not to say that with every purchase period (daily, weekly, etc.), there should be a new branding, but rather the opposite. As seen in the case study of Apple, Coca-Cola, and Dove, they each took different increments to rebrand themselves. Question #32 asks the respondents if their opinions have changed in any way (positively or negatively) to a series of company characteristics. 78% of respondents indicated that their opinions on a product or brand have changed due to price comparisons. (Appendix I, Chart 33) 46% of respondents indicated that their opinions on a product or brand have changed due to fashion trends. 33% of respondents indicated that their opinions on a product or brand might change because of this factor. (Appendix I, Chart 33) 71% of respondents indicated that their opinions on a product or brand have changed due to the economy. (Appendix I, Chart 33) 62% of respondents indicated that their opinions on a product or brand have changed due to brand loyalty. (Appendix I, Chart 33) 41% of respondents indicated that their opinions on a product or brand have changed due to a brand reputation. 35% of respondents indicated that their opinions on a product or brand might change because of this factor. (Appendix I, Chart 33) 30% of respondents indicated that their opinions on a product or brand have changed due to a companys risk management handling. 39% of respondents indicated that their opinions on a product or brand might change because of this factor. (Appendix I, Chart 33) 41% of respondents indicated that their opinions on a product or brand have changed due to a companys ethical standards. 40% of respondents indicated that their opinions on a product or brand might change because of this factor. (Appendix I, Chart 33) 29% of respondents indicated that their opinions on a product or brand
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have changed due to corporate social responsibility. 43% of respondents indicated that their opinions on a product or brand might change because of this factor. (Appendix I, Chart 33) In this analysis, the higher percentages for change in opinion is due to a consumers own circumstances, whereas the lower percentages are more market or industry-focused. An additional piece of information to understand is that with the lower percentages on changed opinions, there is also a relatively similar number of respondents who might change their opinion based on a companys efforts or reactions. The company as a whole could have a great impact on the brands it represents. Question #3 and Question #31 (items 1, 4, 6, 8-12) cross-tabulation to determine if where the respondent currently lives has an effect on eight different variables of purchasing products. The majority of respondents, no matter where they are currently living (UK-48%, US-54%, Other-57%), agree that their mood is a considering factor when buying products. (Appendix I, Chart 34) The majority of respondents, no matter where they are currently living (UK-41%, US-43%, Other-43%), agree that the colours of the product are a considering factor when buying products. Also notable is that the other category had 24% respond that they strongly agree this is a considering factor. (Appendix I, Chart 35) The majority of respondents, no matter where they are currently living, strongly agree (UK-31%, US-39%, Other-38%) and agree (UK-48%, US- 46%, Other-46%) that the design of the product is a considering factor when buying products. (Appendix I, Chart 36) The majority of respondents, no matter where they are currently living, strongly agree (UK-52%, US-74%, Other-59%) and agree (UK-38%, US- 24%, Other-35%) that the amount the product costs is a considering factor when buying products. It should also be noted that 0% of all
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respondents strongly disagreed with this statement, and only the UK (3%) disagreed. (Appendix I, Chart 37) The UK respondents were fairly neutral (Strongly Agree-14%, Agree-24%, Neither Agree/Disagree-31, Disagree-28%, Strongly Disagree-3%) when considering a warranty available for the products they buy. However, the US and Other respondents were fairly similar in that overall, they agree (US-44%, Other-46%) this is a considering factor when buying a product. (Appendix I, Chart 38) UK and US respondents both strongly agree (UK-34%, US-35) that reviews from other sources is a considering factor when buying a product. However, the UK respondents begin to be neutral for the rest of this specific analysis, whereas the US joins the Other respondents in agreeing (US-53%, Other-49%) that reviews from other sources is a considering factor for buying products. (Appendix I, Chart 39) The UK and US respondents agree (UK-41%, US-46%) that the time they have in store to purchase a product is a considering factor when buying; however, the Other respondents group is very spread out on the graph (Strongly Agree-14%, Agree-30%, Neither Agree/Disagree-30%, Disagree- 19%, Strongly Disagree-8%). (Appendix I, Chart 40) The majority of respondents, no matter where they are currently living (UK-48%, US-53%, Other-43%), agree that the time they have to purchase a product based on limited time offers is a considering factor when buying a product. Additionally, the UK (14%) and US (14%) respondents strongly agree this could be a considering factor, whereas the Other respondents (32%) remain that they neither agree/disagree. (Appendix I, Chart 41) By far, price is the biggest indicating factor within any demographic group for buying products, alongside with the design of the product itself. Marketers can use this information to their advantage by designing the brand to match the way
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consumers understand, utilise, and emotionally connect themselves to a product. This is not to say that a brand design should be formulated after product development, but rather they should be formed together so as to create a sense of cohesion amongst them both.

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Conclusions / Recommendations
I. Summary and Overview The main aim of this research was to disprove the null hypothesis that brand design is not directly linked to consumer purchasing habits. Four objectives were carefully developed to gain insight into the general topic and specific field. Specific examinations were conducted through researching the general field of marketing and marketing theories, as well as a thorough review of three company-rebranding case studies and a comparison between them all, and an in- depth look at the design elements and features of branding and the branding process as a whole. For an additional review, interviews were undertaken, as well as compiling survey data pertaining to each of the four objectives to back up the information found in the initial literature research. Through carefully selected design and a detailed analysis, it can be determined that this null hypothesis has been disproved. This can be concluded as such due to the findings within the analysis. II. Research Limitations Surprisingly, there is not a significant amount of literature on this specific topic. There has been minimal research on this particular subject, which will account for some limitations in the research conducted for this report. Additionally, there are some possibilities for geographic and convenience errors that could be noted. The following points call attention to limitations that were imposed within the scope of the dissertation: There was difficulty found in obtaining a proportionate number of respondents from both the UK and the US due to a convenience sampling method. In the demographic data, it can be noted that there were more respondents from the Other category than the UK, which may have potentially skewed the results. However, this was taken into consideration during the interpretation and was accounting for by

analysing the portion of respondents who replied to the question, where

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are your currently living? rather than all three of the geographic demographic questions in cross-tabulation for purchasing habits. Due to a quick turnaround time, the technique used to conduct the in- depth interviews may be considered insufficient by some researchers. As the structure was similar to an open-ended questionnaire, interviewees may have been more vague with some of their responses than it they had had actual communication with another person in a face-to-face or conference environment. However, this potential issue was accounted for by asking a minimum of two follow-up questions for each interview question. By conducting the interviews in this manner, interviewees were able to respond in a relaxed personal environment, allowed for complete anonymity, as well as time to respond to each question appropriately. This dissertation was undertaken while the researcher was also working on a full-time basis. This may have had an impact on the overall quality of the report, as well as presenting an issue for time. However, this issue was hopefully resolved due to a structured timeline and pre-planning. When analysing qualitative research, it is often difficult to take away the necessary information, as there may also be an influx of unrelated material. Using a semi-structured approach can help to eliminate some of the unnecessary information (such as stories to accompany their opinions), but it cannot prevent everything. Additionally, the interviewee may be caught up in one part of the question and accidentally (or purposefully) neglect the other portions. As there were suggested follow- up questions needing responses, this was an attempt to avoid unnecessary data inflow. Potential for data analysis error when using the online Zoomerang tool. While the website is designed specifically for analysis of this genre and magnitude, there is always a potential for computer error. To combat this potential issue, the open-ended responses (such as question #15 on the mass-distributed survey) were carefully examined and analysed independently from the online tool.

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 III. Key Points of Interest With the information from the study, marketers and those involved with any part of the branding process can take away several key points that have been noted within the research analysis, such as the following ideas: Consumers are not automatically trusting of a brand just because they may have brand recognition, recall, or awareness. Marketers should be aware that the more favoured brand colours include red, blue, and white; and, the least favoured brand colours include yellow, pink, and orange. Also note, the colour black maintains a mixed opinion. Package design greatly influences the consumer purchasing decision. While vouchers or offers seem to be an attention getter for potential consumers, the truth is that they do not have much bearing on actual purchase-making decisions. Price is the most important factor for consumer purchasing decisions. Consumers are not always aware of what they actually want and therefore, careful market research should be conducted for every product launch or brand decision. Brand reputation is important and should be considered at all stages of the branding process. Preferred brand character associations include cheerfulness, quality, and history (or nostalgia). Most preferred brands are associated with being clean and professional. A brand and product (or range of products) should be co-developed and maintain the same characteristics for cohesion. A consumers own circumstances greatly influence their purchase decision; however, the way a company act (or reacts) can also have a great impact on the consumers decision.

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IV.

Relevant Future Research As noted within the analysis portion of the document, a deeper look into the following subjects can be performed to determine more specific behaviours: Apple, Coca-Cola, and Dove brands should be further reviewed for a more detailed assessment as to why their brands are market leaders and their connection of appropriately-used brand design elements. Nike is another brand that showed up in more than one area in the analysis and should be deserving of further analysis. The McDonalds brand was the most recognised amongst the entire analysis, and therefore, should be more closely studied as to how they are an example of successful international brand awareness. The Hummer brand was the most identifiable packaging design amongst the entire analysis, and therefore, should be more closely studied as to how they are an example of successful package design. Some professionals would consider this more a product design than a package design; however, with consideration that the product is a vehicle, the package design stands for itself. An example to distinguish these two (product versus package design) is available on page 37 of the report. Many survey respondents found it difficult to recall a brand to match a colour given. To understand this issue, more research should be conducted as to what triggers recollection with consumers. This may be more of a psychological study than a marketing study. Further research is suggested for the subject of location-branded products, particularly those that are not available internationally and to see what impact they still have on foreign markets.

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References
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Appendix A: In-depth Interview Semi-structured Questions

Brand Design and its Effects on Consumer Purchasing: In-Depth Interviews
Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. All questions MUST have an answer. Please note this may take anywhere between 20 minutes to an hour. Thank you again!

1
If you would like to see the results of this study once the analysis has been completed, please fill in your information details below: Name Email Address Comments

2
* What is your age? Under 18 19-24 25-34 35-44 45-54 Over 55

3
* Where are you currently living? United Kingdom United States Other

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* Where were you born? United Kingdom United States Other

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* Where have you spent the majority of your life? United Kingdom United States Other

6
* As a profession, are you in the field of marketing? Yes If yes, what is your position title? No

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7
* Think about your favourite brand. What is the brand and why is this your favourite brand? Please include as much information as possible and consider the following questions when answering: 1. What are the dominant colours of the brand? 2. Is it more the product you enjoy or the entire brand itself? (Ex: Do you enjoy a certain laundry detergent or do you buy a range of cleaning products by the same manufacturer?) 3. What aspects of the brand can you relate to? (Ex: Does this brand 'get you'?)

8
* What is your favourite logo and why? Please include as much information as possible and consider the following questions when answering: 1. What are the prominent colours used in this logo? 2. Do you feel a certain emotion when you see this logo? (Ex: Does it make you happy, cheerful, etc.? Please use as MANY adjectives as possible to describe your feelings.) 3. Is this logo associated with a favourite product?

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* Does the way the product is packaged influence your decision to purchase one product over another? Please include as much information as possible and consider the following questions when answering: 1. Does the packaging make the product easier to use? 2. How does the packaging make you feel and what emotions does it evoke? (Ex: A perfume can possibly help to make you feel sexy and cheerful. A certain type of vehicle may imply being more safe than another. Please list as many adjectives as possible and provide the product type and brand if possible.) 3. Do you consider the way the product is packaged before purchasing? (Ex: It looks cooler than another similar product.)

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* What brands are you most loyal to and why? Please include as much information as possible and consider the following questions when answering: 1. Do you always receive offers (vouchers/coupons) for this brand? 2. Do your friends/peers/colleagues also use this brand? 3. Does this brand evoke any certain emotions? (Ex: Does this brand make you happy, cheerful, etc. Please use as many adjectives as possible.)

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* How does price, fashion, and the economy affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: 1. Why are you purchasing this product? (Ex: Is it a 'necessary' or 'luxury' item for you?) 2. Have you received offers (vouchers/coupons) for a product and has this encouraged you to buy that product over another one? 3. Have others recommended using this product?

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* How does brand recognition affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: 1. Are you more likely to purchase one product over another because you have heard of it before? 2. Does this inspire a sense of 'trust' in the brand?

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* How does a company's risk management, ethical standards, and/or corporate social responsibility (CSR) efforts affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: 1. Are you more likely to purchase a product because some of the profit is donated to an organisation or cause? 2. Do you purchase any products because it is known that they ... use local ingredients, are made in your home country, or are made with fair-trade products? 3. Does the way a company handles 'bad press' affect how often you purchase their products? (Ex: A toy manufacturer recalling toys because of a known toxin in the plastic.)

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Appendix B: In-depth Interview Transcripts

Zoomerang Survey Results Brand Design and its Effects on Consumer Purchasing: In-Depth Interviews Response Status: Completes Filter: No filter applied Jan 17, 2011 3:05 PM PST Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. All questions MUST have an answer. Please note this may take anywhere between 20 minutes to an hour. Thank you again!

1. If you would like to see the results of this study once the analysis has been completed, please fill in your information details below: Respondent # 1-17 Question 1: Name Not provided to protect identity. Question 1: Email Address Question 1: Comments

2. What is your age? Under 18 19-24 25-34 35-44 45-54 Over 55 Total 3. Where are you currently living? United Kingdom United States Other Total 4. Where were you born? United Kingdom United States Other Total 0 2 3 6 4 4 19 0% 11% 16% 32% 21% 21% 100%

4 14 1 19

21% 74% 5% 100%

3 15 1 19

16% 79% 5% 100%

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5. Where have you spent the majority of your life? United Kingdom United States Other Total 6. As a profession, are you in the field of marketing? Yes No Total Respondent # 1 2 3 Response Marketing assistant, copywritter and account assistant. A bit a everything in fact ;) marketing educator Director of a Corporate Training Center 3 16 19 16% 84% 100%

3 15 1 19

16% 79% 5% 100%

7. Think about your favourite brand. What is the brand and why is this your favourite brand? Please include as much information as possible and consider the following questions when answering: What are the dominant colours of the brand? Is it more the product you enjoy or the entire brand itself? (Ex: Do you enjoy a certain laundry detergent or do you buy a range of cleaning products by the same manufacturer?) What aspects of the brand can you relate to? (Ex: Does this brand 'get you'?) Respondent # 1 2 Response Crest toothpaste red and blue I enjoy the product because it remains consistent in flavor and quality I don't have a favorite brand, It just depends on specific moment in my life, for example currently I really love the brand of perfume Chanel. It is very old, was established in 1920 by a French Lady whom I admire for her fashion style, she totally revolutionize the trends and the brand make you feel confident, gives you personality and style. I guess it is both the product and brand I love, but I would say the brand has a more important role in making me love its products portfolio. The Brand's colors are Black and gold. Burt's Bees. The dominant color is yellow. I will choose a Burt's Bees product before buying another similar product in a different brand. I like that the product is a natural product. Honestly cannot think of a favorite brand. My favourite brand from shampoo/conditioner is L'Oreal Elvive for coloured/highlighted hair. The containers are bright red (fire engine red). In fact, L'Oreal's different products have different coloured packaging so I just need to look for the right colour. I also use L'Oreal skin products but their packaging is white. The products appeal to me because they market what it is of interest to me,,ie product specifically designed for coloured hair and skin products marketed for my age group. I like the way they look, ie they're sharp, professional, and appear to be high end. Under Armour. Their logo is mostly black and white, but red has also been used, and other colors. The brand signifies power, strength, and durability, and the apparel it creates follows those characteristics. Irish Spring. Green. Like the product. Used bar soap first but now prefer the body wash. Makes me feel cleaner and fresher than other products. Favourite brand would be yahoo. Purple colour and I love purple as a colour. I love Yahoo as it links me to so much. It is a link to the world. Probably apple. 1. The brand sticks to a very neutral palette: whites, blacks, silvers and greys. On in it's 'un' products it breaks into block colours. 2. It's definitely both the product and the brand. When I buy something that has some functionality besides it's aesthetic appeal I want it to do that WELL and EFFICIENTLY. Apple does this. All the products, feel like a natural extension once you've mastered the basic syntax. That the products are shin and pretty just makes them worth the extra money :) So the product offers a great experience and as such I trust the brand and keep

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coming back to them for hardware and software. 3. The brand gets that i only want to be in control of the things that are directly going to affect me as a consumer and not want to have to deal with technicalities. My time is valuable and as such I want to be using the product as little as possible but be able to enjoy this experience. I think apple gets this. They have a bunch of nifty short cuts, they make helpful videos and always let you know they're at your back. look at their support website for example. Clear instructions on how to contact them and how much it's all going to cost up front. People appreciate that kind of honesty. I appreciate it. 10 Going to have to go with Apple on this, mainly because of their customer service and company model. They truly seem to identify with and take their customers into account. Dominant colors is interesting since they went from rainbow to essentially white over the course of 20 years. The apple is very identifiable and the brand has an overall positive feeling to most people I believe. I think my favorite brand is probably Coke or more specifically Diet Coke. I enjoy Diet Coke. I think the brand has been a constant in my life and when I had tried other similiar products, I am always disappointed and come back to Coke. I will even pay more for it. Dominant colors are red, white and gold. Tide laundry detergent. I have tried other products but nothing compares or works as well. BBC. Bordeaux red logo on white background. I enjoy a range of its output (radio, televison). It has an important link with my upbringing and cultural grounding (growing up with iconic names, faces, events, programmes) I guess my favorite would be chick-fil-A. it's the product and the ethos of the company; the brand evokes very pleasant, trusting feelings. Food: Heinz Ketchup, easily recognizable on the shelf, I like the taste rather than the others. I know that they make other items, but the ketchup is the only one I use. Clothes: Does designers count as a "brand" as many of them have branded themselves a certain way? If so my fav is armani exchange. One reason I believe is the clothes and the other is branding for they setup a certain image. Green, white, blue The brand is tried and true Lush is my favorite brand. I like it because everything is handmade and all natural. They have great smelling products that I feel good about buying. Their main colors are black with either green or white writing on the packages. I think it is more of the brand itself that I like, however, their products are top-notch. I am sure if there were another hand-made, all natural product out there that smelled as great as this product, I would buy it. However, Lush gives back to the community- for example, they support local farmers in different countries and have stopped using some ingredients because the farmers can't get fair prices for it anymore. While I am by no means a vegetarian or a vegan, I can appreciate that many of their consumers are, so they create products for them. Lush also creates different smelling products that actually work! If I am paying $20.00 for a great smelling bottle of conditioner that promises to moisturize my hair, then it better do it, or I will not be back to that product or brand again. But Lush follows through with their advertising promises, which I appreciate as well. Polo Ralph Lauren: it's classic, and modern at same time. Polo is the best quality clothing I have bought ever and and worth spending the money on cause you know you can wear multiple times w/out fading and etc. Apple 1.Silver 2.The products not the brand 3. I relate to the high quality and intuitive design

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8. What is your favourite logo and why? Please include as much information as possible and consider the following questions when answering: What are the prominent colours used in this logo? Do you feel a certain emotion when you see this logo? (Ex: Does it make you happy, cheerful, etc.? Please use as MANY adjectives as possible to describe your feelings.) Is this logo associated with a favourite product? Respondent # 1 Response Google is one of my favorite logos. Rainbow of colors with modifications for holidays or events, I like it because it is simple and cheerful. difficult question... I can't think about my favorite one. However to make a link with my previous answer, I would say the one of Chanel is really effective : it is simple, white and black, close the brand history because it is using the founder name intial interlaced (Coco Chanel). In terms of emotions, when I see it, I think about the universe created by the brand, I can even smell its perfumes fragrance! It is classy, make women feel beautiful, sexy, confident and unique. Yes definitely this logo is associated with a brand a would select among other luxury brands.

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I love the Apple logo. Most of the time, I see logo as black, silver, or lighting up on a computer. I feel mischievous, happy, and sneaky; this comes because Apple people are different. We don't go with the rest of the PC world flow. Although we have learned how to fit in their world. There is not an Apple product I wouldn't want to have, so it is associated with a favorite product. Bass pro shops...without looking I cannot tell you the colors of the logo....does make he happy & cheeful, because I love fishing & the outdoors. This logo is associated with warehouses full of products I enjoy & purchase. McDonald's is probably the logo I think of most. I always think of sunshine and fun. The arches are yellow and I always think of Ronald McDonald so it's a bit like a cirucus. Quarter pounder with cheese is my favourite fast food burger so the logo is very much associated with that. I will still go with Under Armour. Same colors as above, and it makes me feel invincible. The simple logo of a U and A intertwined always gives a positive feeing. H-E-Buddy. Red. Best grocery store in US. Cheerful place to shop. Good merchandise for fair prices. Broad range of products in food and non-food items. Favourite logo would be National Trust. It makes me feel happy, well known design and associated with old properties. I enjoy looking around old buildings and gardens. The National Trust is a well trusted organisation and brand. It is historically known for looking after the heritage and history of british buildings and areas of historical interest. This is a toss-up between Nike ad Penguin. Although both are different i like them for similar reasons so just to complicate your life I'll include them. 1. Both are black and white. 2. Nike: Positive feelings due to shoppping experience and experience whilst wearing the product. A sense of doing something better for myself. Reinvention, confidence, vanity, optimistic. Penguin: Positive feelings due to a life-long relationship with the brand and all round good expereinces. Comfort, reassurance, famlily, warmth, time with self?,anticipation. 3. Of course. Favorite logo could be considered Apple since it's about the only logo I would ever put on my car. Prominent color would be white. Emotion is one of pride over a company that has come so far and yet still seems to care about their customers. Probably the Disney logo of the silhouette of Mickey Mouse -- it always makes me smile and feel happier. It also makes me feel nostalgic, happy, cheerful, youthful, and fun. There are different versions - black, blue, etc. The logo may be associated with products but also with experiences like Disneyland or movies The Gerber Baby. It's a black and white sketch and this logo symboloizes "comfort." Gerber has been around for ages - any of their products I trust for my kids. They also have "Gerber Life" which is life insurance for kids - because of their reputation, I would consider the insurance through them as well. bordeaux red. Sense, reliability, impartiality. The logo is not associated with a particular product. I think Apple's logo is most recognizable and well known. It's usually red. Seeing it makes me feel confident about the product, though reluctant to deal with the interface differences among all products. I guess the iPhone would be a favorite. I think that my favoriate logo is the NIKE logo. I love it. I think that it is smart, sassy, sexy, and tells me exactly what it is without even looking, eventhough they are slapping it on everything these days. It does make me happy. It makes me feel more motivated and confident. This is a brand that I a purchase quite a bit of merchandise from which started with tennis shoes and moving to shorts, shirts, sunglasses, and sport bags. Yellow and black no For some reason, I really like the Fed-Ex logo. I had never noticed that the E and the X when put together make an arrow. I was a bit older when a friend of mine pointed it out to me (read-collegeaged, not 15). The main colors are purple and green. While I like these colors, when I seem them together in a different setting I don't think, "Fed-Ex!" However, I can understand their choice of colors- purple being somewhat passionate and impatient and green, meaning go in terms of stoplights. Seeing the logo makes me laugh and it does make me happy. Happy to remember the time that my friend pointed it out and was amazed I had never seen it. Also content to know that people are delivering packages to people that could bring cheer to someone's day via a present. I prefer not to dwell on the fact that the Fed-Ex person could be delivering bad news. While Fed-Ex isn't a favorite product, I don't have any problem with them. When I mail packages, I usually go to whatever is more convenient to me and that is usually the post office. If there were a Fed-Ex around, I would probably use them, if their prices were agreeable.

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Apple: The logo has changed along with its product line up since the 80's. In the 80's the apple logo was a rainbow and now is just the apple w/ a bite out of it. I know its quality if I see the apple logo. I can rely and respect the logo for all my computing. Beatles Logo 1.Black 2.Think positive thoughts of music, art, culture and lifestyle 3.Yes-they have brand equity (band equity)

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9. Does the way the product is packaged influence your decision to purchase one product over another? Please include as much information as possible and consider the following questions when answering: Does the packaging make the product easier to use? How does the packaging make you feel and what emotions does it evoke? (Ex: A perfume can possibly help to make you feel sexy and cheerful. A certain type of vehicle may imply being more safe than another. Please list as many adjectives as possible and provide the product type and brand if possible.) Do you consider the way the product is packaged before purchasing? (Ex: It looks cooler than another similar product.) Respondent # 1 Response I think the product package remaining the same and with a logo that is easy to select makes a difference. I do not consider packaging. I love when the packaging is innovative and help using the product, bringing something to its use. So the external packaging is to my mind not as important as the inner one, the one enveloping the product itself. It won't have impact on my product decision, but I would definitely favorize the product with a smarter, greener, nicer packaging. I will buy more the product for the product itself. In the case that a package is not part of the product, I cannot say packaging makes a product easier to use, however, it does make it easier to be able to start using. If a package is hard to open, you cannot start using a product quickly. If the package is part of a product, it can make a product easier to use. For my favorite perfume, DKNY's Be Delicious, has a perfect little package. It is shiny and round with a little dimple on the top. I keep the product on my dresser, because it is sexy. I feel pretty, happy, less stressed when I use the product. If the product is not one I am loyal to and there is not a loyal option, I will consider the look of the packaging before purchasing it. No the packaging does not influence decisions. It is their entire marketing strategy...one stop shopping for anything outdooors. For skin care items, I use L'Oreal mature skin products. Their packaging is very professional/smart looking and easily identified on the shelves. Because the products are marketed specifically for mature skin, I feel that they help keep me young looking. The manner in which a product is packaged doesn't really have a role in my decision making. Packaging isn't usually considered when I buy something. Also if something does come in a "limited edition" box or bottle, I might be inclined more to purchase it instead of the regular version. I don't select an item because of the packaging. The way that a product is packaged does influence in me in the way that I buy an item. If it has less packaging, recyclable and is packaged in the least amount of packaging possible. If a product has lots of packaging then I am more likely not to buy it. For example VW Golf cars are known to be safe, reliable and also economical. Also they are known to not to depreciate in price. VW are a trusted brand of which they are known to be world leaders. The VW Golf is known to be a well liked and known brand. Reason why recently hired the car was because of its safe and also economical fuel economy. I am not necessarily influenced by colour of a brand, more these days that it is recyclable and also reliable. A lot of brands are known out there for being not as reliable for there longevity and also there reliability. ACER computers are known for being unreliable for battery life. I am influenced by performance and also whether a product lasts rather than a colour of a brand. 1. Probably not other than setting it up. WHen you say packaged do you mean physically or how it is 'packaged' i.e. advertised? 2. The packaging is the initial attraction so it has to be both intriguing and easy on the eye. I like finding packaging with a very simple colour scheme. Good attention to detail, a little text, well put to draw me in. i like something that doesn;'t shout about what it is. e.g. Urban outfitters, All Saints, Anthropologie. But that's for impule buys and fun stuff. For functional things, i.e. office supplies, the details need to be out there, I don't want to have to go looking for the information. 3. Yes but only initially. If there are 2 products of equal spec then looks will count. But definately not first priority. The packaging of Apple products is meant to be environmentally-friendly with less and less packaging and waste. Everything about the packaging is simple and pleasing. Packaging impacts me a bit but not a lot. To be honest, recently packaging that is impossible/incredibly difficult to get into annoys me a lot. Do I not buy something because of

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annoying packaging, maybe/maybe not but I know it has delayed my purchase. 12 Packaging doesn't really influence me other than when selecting meat from the grocery. If it's not wrapped properly or if it's just a mess, then I choose the cleaner package... There is no tangible packaging as such. If the packaging is durable and still easy to open, it makes the product easier. If it's hard, then I feel annoyed with the product. The packaging of products shipped from Amazon are VERY pleasant--clean, easily identified, secure yet east to access. And yes, when I'm ordering online i do think about the durability and usability of the packaging. Yes, I think packaging is very important for many times I make a decision based on how the box or packaging looks. If the pkging is good I assume the product will be too! No, but to me, it speaks of quality YES!!! I can't put enough emphasis on that! I hate when companies put things in those clam-shell packages that you need a chainsaw to get into. If there is a product that is packaged into one of those, unless I REALLY (and I mean really) want it, I won't buy it. It may be a great product, but if it takes 20 minutes to open it, forget it. Moving on, I do chose to buy some products over another based on packaging. For example, TooFaced and Benefit (makeup). While they are good products, there are the "drug store brands" (CoverGirl, Rimmel, etc.) that work just as well for me. However, their packaging is so cute that I, for some reason, feel better when I buy it. Even though no one sees the product when I put it on, I feel sexier, prettier, cuter, just putting it on. However, I do also consider price as well. If I can afford it, then I would probably go for the Benefit/TooFaced over CoverGirl/whatever. That being said, Maybellene just came out with new foundation that I bought solely based on the bottle. It looks so sleek and modern...it reminds me of a department store brand that is 3x more expensive. I guess I do consider the way something is packaged when I buy it, but unless it is that stupid clam-shell plastic packaging, I consider the price of the product as well. If I can't really afford to buy it, then I will buy a substitute. packaging makes no difference to me at all 1. No 2. No 3. Yes, for some types of products

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10. What brands are you most loyal to and why? Please include as much information as possible and consider the following questions when answering: Do you always receive offers (vouchers/coupons) for this brand? Do your friends/peers/colleagues also use this brand? Does this brand evoke any certain emotions? (Ex: Does this brand make you happy, cheerful, etc. Please use as many adjectives as possible.) Respondent # 1 Response Crest Toothpaste, I do receive coupons for Crest. Many of my friends use the same brands. The brand make me happy and feel refreshed. Coca-Cola Products I do receive coupons for Crest. Many of my friends use the same brands. The brand satisfies me. Nestle Chocolate Chips I do receive coupons. Many of my friends use the same brand. The brand make me happy and excited to use. I am loyal to certain brands because they can ensure me quality, expertise, safety. When I buy them I rarely make a mistake or will be disappointed. I love brand which have strong ethical values, and offer innovative solutions to our daily life. I won't buy the brands advertise on vouchers if I don't need the product, I will rarely be influenced by my peer on a brand, I have my own preferences and tastes and even If i don't want to admit it, i often buy a brand for the emotions it conveys...! Burt's Bees - See my answer in question 1. Bare Minerals/Escentuals - I do not receive offers for the brand. I do have friends that use the brand, after I introduced them to it. I feel sexy, complete, professional, and pretty. Apple - I do not receive offers for this brand. I have several friends, peers, and colleagues that use this brand. The brand makes me feel mischievous, happy, and sneaky. (See my answer to 8 for more information) Amazon - I do not receive offers from this brand. I have several friends that use this brand. I feel economical, frugal, happy, and and satisfied with this brand. Pampered Chef - I do not receive offers for this brand. I am the primary person I know that use this product. I feel satisfied, talented, and full when I use this product. I always shop value first. I try to stick with name recognition products, but in today's enconomy price is always a factor for most consumers. I always take advantage of coupons & special offers. I have also started buying store brands ie: kroger, publix, riteaid, etc if quailty is comparable,,because price is almost always less...the only emotions I experience when shopping is when I feel I received a bargain. L'Oreal skin care products. I only sometimes get a coupon at the shop. I started using it without being influenced by family/friends and don't know of any who do use it. I feel/hope that the

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products keep me younger looking and help me to feel more confidence. 6 Brands I am loyal to: VW, Under Armour,Pepsi, Crest, Tiffany, and Eddie Bauer. I am loyal to these brands because of their reputation and dependability. Folger's Decaf. Bisquck. VanCamps Pork and Beans. Have used for years and have found no satisfactory substitutes. Most loyal to brands such as VW, Sony Ericcson, Nokia, Samsung, Hewlett Packard to name but a few. They make feel content and happy in the knowledge that the brands are reliable and do last. Don't receive offers for the above brands. But do go on reliability and also friends and family have used the brands and they are known for not breaking after a few uses. What I want from a brand is to know that it will last longer than a year for usage. So many brands are out there that are unreliable and I don't like brands that do not last. Environmentally friendly, reliable, happy and also economical are what I want most from a brand. Apple, Nike. 1. Yes. Apple give you free songs every week and 99p rentals. Also do a great offer over the estive season. 2. Yes to both. 3. Professional reliable. I am willing to spend the money because i know and trust the quality. There are certain brands I feel I trust for their intended purposes more than others, most seem to stem back to childhood and few I waver from. Some of these are listed below: - Hellmans - Bounce - Tide - Coke I am loyal to...Diet Coke, Tide, Bounce, Zest, Listerine, Dawn (dishwashing soap), Almay, Oil of Olay, Clorox. Not as much influenced by others except my husband and even then we each have a couple of brands we are loyal to even if the other isn't. I think the reason I am loyal is that I can rely on the consistent quality of these items, I don't need to spend time worrying about whether or not it will work as expected, I feel that I get value even if it is not the least expensive option. Sometimes I get coupons but I am not really good at using them -- I do look for sales of preferred brands though. Helman's mayonaise, Nike, Addidas and Fisher Price. The one thing they all have in common is quality. The only emotion I can think of is trust which is a comfort knowing that the toys are durable and safe, the sneakers won't fall apart and as for the mayo, well, I will never go generic b/c Helman's is the best! Brands which reflect quality and durability, value and conservatism. I would place Marks & Spencer in this category but I do not receive vouchers or coupons. Amazon, Barnes & Noble, Talbotts, Clinique, Lindt chocolates, Red Opal wines. It isn't relevant to me whether peers or colleagues use them--I just don't care. These brands evoke feelings of anticipation, enjoyment, and a kimd of reuniting with an old friend. Express: yes I get vouchers Peter Pan Peanut Butter, no coupons I just like it better no some do I feel confident because I know the brand works I am most loyal to brands that actually produce what they promise. Again, with Lush, I don't actually get any coupons for the brand. However, they are pretty good at giving you free samples of stuff when you buy from them. For example, I bought some stuff from the Lush store in Macy's and after talking with the staff a bit about the products, they gave me a HUGE sample of a face mask...it was enough for three mini-facials. Considering their products are pricey, I thought it was cool that they gave me something of value and it does keep me coming back to their product, even though I most likely would anyway. I don't know if anyone that I am friends with or my peers use this product. Certainly when I am in the store, I do see people my age there. I doubt that any of my colleagues use their products, since I am the youngest one at my office right now, but they could. Whenever I get a new product from Lush, I get extremely excited. I can't wait to go try it out and get blissed out and relaxed. When I do use their products, depending on the scent, I feel relaxed, sexy and sometimes even smug about it. apple: They stand by their product and will fix anything they are responsible for and if they cannot fix they will replace that item, cause they stand by their product. Most of my friends are using apple products or have just made the switch to apple. Stonyfield,Toyota, Honda, Apple, 1. No 2. Yes on Apple 3. No specific emotional attachments or reactions to any of them

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11. How does price, fashion, and the economy affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: Why are you purchasing this product? (Ex: Is it a 'necessary' or 'luxury' item for you?) Have you received offers (vouchers/coupons) for a product and has this encouraged you to buy that product over another one? Have others recommended using this product? Respondent # 1 Response Crest - It is a necessity. I have received coupons for this product. And I tend to purchase it at warehouse stores or when it is on sale. Yes. I follow a certain balance in my daily purchases, I most of the time buy a product because i need it (food, fashion), but will also listen my desires and wants to buy products I just like! Of course trends and seasons (wheather), mood have impact on all my decisions! Others and vouchers have less impact on my decisions. Price must be reasonable for the products and brand, if not it will be a important barrier to my purchase. Price and the economy are the primary reasons I will not purchase a product. I do not have a lot of disposal income, so money is an object with me. I typically do not purchase luxury items. If I receive an offer for a product, I will consider it more than an item without a coupon. If the product is electronic or has a review available with a positive outcome, I will consider the product before another. If I have a big purchase to make, I will shop around to make sure I purchase it at the best price available. Most products I purchase are because I really needed them and purchasing decisions are based on known quality & price....I want quality for a bargain price...our economy is forcing most consumers into this shopping trend. Price/fashion/economy don't really affect my decision to purchase. I purchase the project because of how I feel so perhaps it could be considered a 'necessity'. I didn't start using the product because of receiving vouchers/coupons and no-one recommended it to me. If something i too expensive, I mostly likely will not purchase it (unless I know what I am buying is worth the extra price, like a car or electronics). I will only use coupons for items that i normally buy. Recommendations from others may influence my decision. Price is a consideration whether a necessary or luxury. Use coupons when I have them. Fashion is not an influence in how I buy items, reliability of a brand is more important. Cheap brands such as Primark don't last long. Would prefer to save up and then buy an item. Such as buying a printer Hewlett Packard items last longer than cheaper makes. Reviews are more of an influence than colour or price of a brand. 1. It really depends. if it's an essential item with a range of choices economy dictates the decision and I am more likely to go for the cheaper option. Luxury items it's a considered process of functionality over aethetics. but obviously the cheaper the better. 2. Yes 3. Usually I do tend to be a bargain-shopper, I hunt for coupons and will oftentimes make a decision to buy off of that, however it does not mean I will waver from some of the main brands I prefer. I would not buy Hunts ketchup over Heinz just because I had a coupon, for instance. Most often I would purchase it because of a perceived need. It works better (even if it isn't the least expensive), it is consistently better quality. I will shop for sales but will buy at full price if I need it. For products I have not used before, I will rely on recommendations from people I trust or from Consumer Reports. I am not really a trendy person. Price is a factor - if I receive a coupon and it's a good deal, I will purchase the product. If it's a product I've never tried, that is usually the only way I branch out to try new things is when I have a coupon or if it's on sale... I do not 'purchase' the BBC as it is free to air and I am outside the licence fee zone. But I would happily pay for it as I regard it as a necessity. No recommendation is necessary as I have formed my opinion of it over many years Of these, necessity is first; then pleasure (which can include a coupon). Recommendations may help in the first purchase, but not after that. All factors affect my decision and the bottom line is usaully the price except when it come to certain food and designer items and I will pay a extra price for I percieve them as a luxury item. Luxury yes yes

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I don't really consider fashion when purchasing a product. I purchase products for their price and whether I really need it or not. When I see something that I like/want, a tiny part of me questions if it is stylish, but then most of me says, "Will you use it more than once and do you have something similar at home?" The sensible part of me wins all the time, since I know what I am comfortable in and what I will or won't wear. 50% of the time, I purchase necessary stuff, and while it isn't necessary at the moment (such as body lotion), I will use it. The other 50% is luxury. Who really needs 30 pairs of shoes and 15 purses? In Texas, do I really need multiple pairs of gloves and matching hats? Probably not, but on the 5 days that is cold enough to warrant them, I will be happy that I have them and feel cute wearing them. I don't know if the economy has affected my decision to purchase a product. I haven't gone into a store and thought to myself, "Oh, they are going out of business. Maybe if I buy something, it will help." Certainly, if I had a coupon for something that gave me enough of a savings over another product of similar value to me, I would use the coupon to buy that item. Friends recommendations do account for something when I go shopping. However, I try to listen to friends that know something about that area in general. For example, a friend of mine is big into makeup, is studying it for her research and worked in a makeup store here in the US. She knows what she is talking about, so if she recommends something, and I need it at that point in time, I buy it. If she recommended something technology related, for example, I might ask other friends before I bought something. Economy has the biggest impact. Fashion is a want not a need and when the economy is rough they fashion industry takes the biggest hit b/c its not a need its a want. If I have received a coupon or voucher for that product i would consider it. They all can have effects. 1.n/a 2 A significant coupon can influence selection 3. recommendations have a strong influence

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12. How does brand recognition affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: Are you more likely to purchase one product over another because you have heard of it before? Does this inspire a sense of 'trust' in the brand?

Respondent # 1

Response I am much more likely to try a product because I have heard of it before or it is from a brand that I use but less likely to try if I am happy with a competitors product. yes, I trust the products of brand names that I use. Yes definitely for 1) and 2). I will purchase a product I have experience with, in terms of brand, before purchasing one I know nothing about. If I have had a good experience with a brand, I will trust it and purchase it before another option. Brand recognition is important, but today I research products to see if the same quality is available in a less expensive brand. Sometimes, I am more inclined to buy when I've heard of the product before, particularly when buying something new. For me, having heard of it before, means that it's not really all that new and must already be tried and trusted by others. If I have heard or had personal experience with a brand, I will tend to use it instead of another brand (examples of this is that I will less likely use supermarkets that sell off-brands). Previous experience is key to repeat purchases. Certain brands of particular food items are all I purchase because I know what the quality is. Brand recognition is a part influence in my decision in buying an item. I've bought multiple times Sony Ericcson mobile phones as they are reliable to use and do not break easily. I bought a Tesco mobile phone many years ago and it broke after a few uses. Not reliable and trusted. 1. yes. If I trust the brand or have heard bad things about it I am less likely to use it. e.g. Google chrome. I waited till I'd heard people;s expereinces till i downloaded it, 2. yes. There are times I may not know a brand personally, but because of a commercial or recommendation I will try it over another comparable product. The recognition does at times help instill trust, but I feel trust in a product or brand is earned, but simply by identification, but by use. I might purchase a brand that I have heard of but I would also go with generic if the ingredients were comparable. Having heard of a brand doesn't make me more likely to buy it. There are certain brands that I trust simply b/c I've used them, my mom used them and they have solid reputations. There was an issue w/a certain apple juice brand a few years ago. I have never

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purchased any of their products since. 13 I am more likely to purchase a product over another because I have used it and liked it rather than because I have heard about it. For me trust is based on past usage/experience (my own or sometimes of others) rather than volume of advertising. Yes, I value a sense trust and respect for a company. If the company is not "respectable" in its dealings, ethics, and word, then I don't buy it ever again. It does build in a feeling of trust. sometimes sometimes I do think that brand recognition plays a part in my purchasing decisions. In the grocery store, I am more likely, when making a first time purchase to try the name brand or the item with a brand name that I recognize. If I try the product and I like it, then I usually with stick with it. However, if the product doesn't meet my expectations, then I will try another name brand or the one that I haven't heard of . Having that name recognition does help since you see/hear the commercials all the time. You expect them to live up to what they promise. If they don't then I just switch. brand recognition is huge. I wouldn't buy a vizio TV over a Olivia/Samsung/Toshiba. I trust those three brands over a cheap alternative. Brand recognition generally indicates market acceptance which infers that these products are selling so someone likes them 1. Yes I would use recognition as a weighing factor for purchase 2. No, not trust since I have been burned by poor quality products from famous companies like DELL, GE, Samsung, etc

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13. How does a company's risk management, ethical standards, and/or corporate social responsibility (CSR) efforts affect your decision to purchase a product? Please include as much information as possible and consider the following questions when answering: Are you more likely to purchase a product because some of the profit is donated to an organisation or cause? Do you purchase any products because it is known that they ... use local ingredients, are made in your home country, or are made with fair-trade products? Does the way a company handles 'bad press' affect how often you purchase their products? (Ex: A toy manufacturer recalling toys because of a known toxin in the plastic.) Respondent # 1 Response I am more likely to purchase a product because if they support a cause. I do purchase products because they support a cause (Newman's Own) and prefer some products that are made using local products. Following bad press or a recall I am cautious in what I purchase but try to make sure I understand exactly what the bad press is before deciding to purchase. CSR is really important, I often don't like buying products from brand I don't know, products I don't know what are the ingredients from, or where they are manufacture. I would prefer buying products from a transparent brand which processes, values and history are known, It clearly give it more value, trust and influence my buying decisions. If a portion of the proceeds of a product are being donated to a cause I believe in, I will lean toward purchasing that product. However, this is not always most important. I do purchase some products that are fair trade, as in my hot teas. I do purchase products that are "natural" or made in a local area, i.e. Cheerwine, Dr. Enuf, Burt's Bees. I will purchase items from a local farmer's market when in season. The affect of bad press is something I don't typically consider. In the case of the BP oil spill, I did not stop purchasing the product because the gas station I purchased it from was locally owned and operated and not a direct part of the spill. If a company has known human trafficking violations or use child workers in another country, I will tend to stay away from that product. This factor has little impact on my purchasing decisions. Honestly, this doesnt really have any affect on me at all. Companys like Ben and Jerry's inspire m to buy their products because of their social responsibility. Knowing that buying their product helps to support their community definitely gives me a good feeling. Like to purchase Made in the USA items. Ethical standards are a major consideration nwhen buying a product. I have not bought products because for example Nestle and Walmart. Walmart are known to give money to the arms trade in the east. Also prefer organic and also non pesticides with products. Will pay more money if an item comes from a smaller trader or shop brand.

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1. It depends. Only if it is a low risk item, like coffee. 2. Yes. Food mainly. 3. Yes. If the company is deemed unsafe or unethical i am less likely to buy from them. I do have a soft-spot for brands that offer incentives by way of charitable organizations or causes and will oftentimes choose to shop with them because of it. Fair-trade and dealings with competitors also effects my purchase decision. How a company handles themselves with bad press or if a company chooses negative selling tactics also effects my decision. I am more likely to try a product if I think that the company has a good foundation -- ethics. If 2 products were the same -- price and quality, I would pick the more responsible producer but would I pay a lot more? probably not. Local ingredients are more important to me for food products. Recalls can be a sign of social responsibility but too many can be an indicator of sloppy production and lack of ethics When there are recalls due to malfunction or defect and the company does not inform the public effectively, that is when I decide to not purchase their product again. I am not more likely to purchase because some profit is donated. Yes, I would avoid deliberate purchase of products from countries whose politics I regard as incompatible with my views or which require high transport costs These things play into my decision, but they aren't primary--they are more like the tipping points for purchasing decisions. I do like to encourage local or fair-trade companies. But most of all, I value integrity in the product: it does what it's supposed to, with ease, and with an extra value of pleasure in some way. When bad press is the result of intentional decisions by a company to cut quality even when they know it's risky, then I put the company on my "never buy" list. A lot, if I have heard in the news or find out that the company does not support or goes against a cause I believe in I will not buy fron that company. In addition I will pay a little more for a brand that I believe is doing the right thing. yes sometimes yes I am more likely to purchase a product if part of the money goes to an organisation or cause. However, if the money is going to a cause that I think is over-used (no offense, but breast cancer awareness), I won't purchase it. Just as an example, if there are two cell phones for sale that are the same, and part of the proceeds on one go to Haiti and the other to Breast Cancer, I am going to go for Haiti. It's not that I am for breast cancer, it's just that I think that there are other causes out there that need attention as well. However, I do also consider the price as well. If the price of one is over the price of another and they are similar enough to substitute in my opinion, even if the more expensive one is donating money, I will choose the less expensive one. I do purchase products that are local/made in my home country/are fair-trade, but it is not something that I specifically look for in most of my shopping. However, I do go local when buying some food (cheese, meat, honey, fruit and veg.) some time because of the taste factor. For that reason, I go to stores that carry local/fair-trade/home-made items when I want them. Fruit and veg tend to not have a taste when they come from Chile, but when they are grown down the road they taste great. The way that a company handles bad press does affect the way I buy. When I was buying a car, I looked at Toyotas and thought, "Even though I am buying a new car and it most likely won't have any problems such as shoddy breaks, I still don't want to have a product where the company denies that there is a problem until several months later." That is an extreme case, but Tylenol is a great example of something that I buy more often then a car. When they had poison in their medicine, they not only recalled ASAP but they changed the way that the product was packaged. I do purchase Tylenol over the store brand 99% of the time (price sometimes is a factor). I would never but Tommy Hilfiger for the reason he is an anti-semite/racist and biggot at the same time. I's rather spend my money on a cpmpany the supports the community that it participates in like target. It is very influential up to about a 20% adder to cost 1. Yes it is one reason that I shop at Target (5% of sales to charity) 2. Yes we buy local foods and fair-trade coffee when possible 3. Yes, if they seem ethical and take care of the problem

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Appendix C: In-depth Interview Framework Analysis

Objectives Analyse
COMPLETED THROUGH LITERATURE REVIEWS

1. Gain insight into the world of brand creation, maintenance, and expiration. 2. Investigate correlations between the design of a brand and how it affects consumer-purchasing habits. 3. Examine the sensory features of brand design. 4. Identify consumer-purchasing habits/trends in the UK and US. Demographic Information

Brand recognition #12

Favourite brand #7 Favourite logo #8 Brand packaging #9

Brand loyalty #10 Price, fashion, economy #11 Risk management, standards, CSR #13

Age #2 Currently Living #3 Where Born #4 Most of Life #5 Marketing Professional #6

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7. Favourite brand Brands mentioned Crest Toothpaste Chanel Perfume Burts Bees LOreal Elvive Under Armour Colours mentioned Red (6) Blue (2) Black (6) Gold / Yellow (4) Reasons (key words) Consistency (5) Luxury (2) Established Natural (2) Sharp / Professional Specific Strength / Durability 8. Green (3) White (7) Purple Silver / Grey (2) Clean / Fresh Linking point Functionality Aesthetics (2) Honesty Clear Trust (2) Rainbow Orange

Irish Spring Yahoo Apple (3) Coke / Diet Coke Tide

BBC Chick-Fil-A Armani Exchange Ralph Lauren Polo Heinz Ketchup

Experience Positive feeling (2) Recognizable (3) Quality (3) Taste Intuitive

Favourite logo Brands mentioned Google Chanel Apple (4) Bass Pro Shops McDonalds Under Armour H-E-Buddy National Trust Nike (2) Penguin Silver Green (2) Blue (2) Disney Gerber FedEx The Beatles

Colours mentioned Rainbow (2) White (5) Black (9) Reasons (key words) Simple Cheerful (6) Historic (5) Luxury Sexy (2) Happy (2) Sneaky Above the rest Desire (2) Invincible Positive Feeling (5) Fair price Broad product range (4) Trust (5) Comfort Confidence (5) Warmth Pride Go Passionate Nostalgic (2) Culture Yellow / Gold (2) Red (2) Purple

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9.

Product packaging Is packaging considered for purchasing? Yes 9 Where is the general focus? Product 6 Packaging 4

No 10 Both 9

Packaging functionality? Yes 13 10. Brand loyalty Brands mentioned Crest (2) Vancamps Pork & Beans Nestl Sony Ericcson Burts Bees Nokie Bare Minerals Samsung Apple HP Amazon (2) Apple (3) Pampered Chef Nike (2) Store brands Hellmans (2) LOreal Bounce (2) Volkswagen (2) Tide (2) Under Armour Coca-Cola Pepsi Diet Coke Tiffany Zest Eddie Bauer Dawn Folgers Decaf Almay Offers/Vouchers/Coupons make a difference? Yes 6 No 10 Friends/Colleagues/Peers make a difference Yes 12 No 5 Emotions evoked Happiness (6) Innovation Satisfaction (9) Sexy (3) Quality (8) Professional (2) Expertise (2) Frugal / Bargain (2) Safety (2) Talented Ethics Confidence / Trust (6) Evoking positive / negative emotions? Yes 14 No 6 No 5

Oil of Olay Colorox Adidas Fischer Price Barnes & Noble Talbots Clinique Lindt Red Opal Wines Express Peter Pan Peanut Butter Toyota Honda Stonyfield

Reputation (5) Dependability (4) Nastalgia Durability (3) Value (2) Conservative

11. Price, fashion, economy Price (characteristics) Warehouse purchasing Sales

Potential Barrier for purchase Reasonable pricing

Page 92

Price comparisons Extremely important (3) Not a factor Fashion (characteristics) Trends Whether (2) Not a factor (4) Economy (characteristics) Forced to bargain hunt (2) Not a factor Influenced by Offers / Vouchers / Coupons 9 Peer suggestions 10

Must not be too expensive (3) Savings Bottom line purchasing factor (4) Better quality = more expensive Functionality over aesthetics

Biggest impact

Necessity 15 Luxury 5

12. Brand recognition Purchase something because you recognise and have heard of the brand? Yes 13 No 2 Does brand recognition evoke trust? Yes 8 No 5 13. Risk management, ethical standards, CSR Influenced by Risk management 5 Ethical standards 6 More likely to purchase because they donate Yes 7 No 3 Do you purchase because they are known for helping Local community / are locally made 10 Environment 2 The way a company handles bad press influences you Yes 10 No 2

Sometimes 4

Sometimes 6

CSR 9 None 2

Sometimes / Depends 4

Are fair-trade 10 None 2 Sometimes / Depends 3

Page 93

Appendix D: In-depth Interview Demographic Charts

Page 94

Page 95

Page 96

Appendix E: Survey Questions

Brand Design and its Effects on Consumer Purchasing: An International Study of Brands in the UK and US Markets
Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. This survey may take anywhere between 10 - 15 minutes. All questions MUST have an answer. If you feel the question does not apply, then please feel free to click on "N/A" if the option is available. Thank you again!

1
If you would like to see the results of this study once the analysis has been completed, please fill in your information details below: Name Email Address Comments

2
* What is your age? Under 18 19-24 25-34 35-44 45-54 Over 55

3
* Where are you currently living? United Kingdom United States Other

4
* Where were you born? United Kingdom United States Other

5
* Where have you spent the majority of your life? United Kingdom United States Other

6
* As a profession, are you in the field of marketing? Yes No

Page 97

7
* If you are in the field of marketing you are a I am not in the field of marketing. Marketing Executive Marketing Assistant Account Manager Marketing Officer Product Manager Category Manager Marketing Manager Brand Manager Marketing Director Vice-President Other, please specify

8
* Purchasing Habits How often do you purchase electronics? Daily Weekly Monthly How often do you purchase soft drinks? Daily Weekly Monthly

Yearly Every 1-3 Years Every 4+ Years

Never N/A

Yearly Every 1-3 Years Every 4+ Years

Never N/A

How often do you purchase hygiene (bath/shower) products? Daily Yearly Weekly Every 1-3 Years Monthly Every 4+ Years

Never N/A

9
* I have heard of this brand (please choose all that apply) Apple IBM Microsoft Linux Unix None of the Above

10
* I have purchased this brand (please choose all that apply) Apple IBM Microsoft Linux Unix None of the Above

11
* I have heard of this brand (please choose all that apply) Coca-Cola Virgin Cola Pepsi Cola RC Cola Red Bull Cola Nonce of the Above

12
* I have purchased this brand (please choose all that apply) Coca-Cola Virgin Cola Pepsi Cola RC Cola Red Bull Cola Nonce of the Above

Page 98

13
* I have heard of this brand (please choose all that apply) Dove Bath & Body Works The Body Shop Lush Jergens None of the Above

14
* I have purchased this brand (please choose all that apply) Dove Bath & Body Works The Body Shop Lush Jergens None of the Above

15
* Name the first brand that immediately comes to mind for the following colours: (Please list only one for each colour. If you cannot think of a brand immediately, please put N/A in the space provided.) Black Blue Green Grey (Silver) Orange Pink Purple Red White Yellow

16
* Which colour(s) does your ... favourite brand use? Black Orange Blue Pink Green Purple Grey (Silver) Red * Which colour(s) does your ... least favourite brand use? Black Orange Blue Pink Green Purple Grey (Silver) Red White Yellow

White Yellow

17
* Whose logo am I? Smirnoff Bacardi Jose Cuervo Jack Daniels Baileys

Page 99

18
* Whose logo am I? Moxilla Firefox Apple Safari Google Chrome Internet Explorer Netscape

19
* Whose logo am I? Subway Burger King Pizza Hut KFC McDonalds

20
* Whose logo am I? T-Mobile Orange Vodaphone O2 Three

21
* Whose logo am I? Staples Red Cross Argos Costa Xerox

Page 100

22
* Which brand am I? Mercedes Honda Hummer BMW Vauxhall

23
* Which brand am I? Clinique Jean-Paul Gaultier Harajuku Lovers Chanel Dolce & Gabbana

24
* Which brand am I? Adidas Nike Puma Converse Reebok

Page 101

25
* Which brand am I? Apple Blackberry Sony Nokia Samsung

26
* Which brand am I? Chanel Coach Dolce & Gabbana Burberry Louis Vuitton

27
* For the brand questions, did you (please mark all that apply) - answer without using help (excluding the drop-down menu) - recognise all or most brands - if used another source, please list here:

Page 102

28
* Overall, did you find having to give a brand for the colour to be difficult? Yes No

29
* Overall, did you find having to match the brand with the logo to be difficult? Yes No

30
* Overall, did you find having to match the brand with the package to be difficult? Yes No

31
* How much do you agree with the general statement: When buying products, I consider the mood I am in. Strongly Agree Agree brand of the product. Strongly Agree Agree colours of the brand. Strongly Agree Agree colours of the product. Strongly Agree Agree design of the brand. Strongly Agree Agree design of the product. Strongly Agree Agree way the product is packaged. Strongly Agree Agree amount the product costs. Strongly Agree Agree warranty available for the product. Strongly Agree Agree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

Neither Agree / Disagree

Disagree Strongly Disagree

reviews from other sources. (includes peers or credited sources) Strongly Agree Neither Agree / Agree Disagree

Disagree Strongly Disagree

Page 103

 time I have to spend in the store. (time allowed to spend in store) Strongly Agree Neither Agree / Agree Disagree time I have to spend in the store. (limited time offer items) Strongly Agree Neither Agree / Agree Disagree

Disagree Strongly Disagree

Disagree Strongly Disagree

32
* Has your opinion on a product or brand ever changed (positively or negatively) due to Price (ex: is the item cheaper/more expensive than the product average?) Yes No Maybe N/A Fashion (ex: is the item still in style?) Yes Maybe

No N/A

Economy (ex: is now a good time to buy this? Can I currently afford this?) Yes No Maybe N/A Brand Loyalty (ex: do you repeatedly purchase the same brand?) Yes No Maybe N/A Brand Reputation (ex: are all your friends buying it?) Yes No Maybe N/A Risk Management (ex: BPs oil spill in the Gulf of Mexico or Toyotas recall) Yes No Maybe N/A Ethical Standards (ex: fair trade products) Yes No Maybe N/A Corporate Social Responsibility (ex: giving back to the community) Yes No Maybe N/A

Page 5 Page 4104

Appendix F: Survey Results Spreadsheet

Zoomerang Survey Results

Brand Design and its Effects on Consumer Purchasing: An International Study of Brands in the UK and US Markets

Response Status: Completes Filter: No filter applied Jan 09, 2011 3:27 AM PST

Thank you for taking the time to complete this survey. You will be helping to analyse the question "Why do people choose one product or brand over another?" Please know that all responses are anonymous. This survey may take anywhere between 10 - 15 minutes. All questions MUST have an answer. If you feel the question does not apply, then please feel free to click on "N/A" if the option is available. Thank you again!

1. If you would like to see the results of this study once the analysis has been completed, please fill in your information details below: 135 Responses

2. What is your age? Under 18 19-24 25-34 35-44 45-54 Over 55 Total 1 72 86 42 18 22 241 0% 30% 36% 17% 7% 9% 100%

Page 105

3. Where are you currently living? United Kingdom United States Other Total

29

12%

175 37 241

73% 15% 100%

4. Where were you born? United Kingdom United States Other Total

18

7%

161 62 241

67% 26% 100%

5. Where have you spent the majority of your life? United Kingdom United States Other Total

17

7%

174 50 241

72% 21% 100%

6. As a profession, are you in the field of marketing? Yes No Total 42 199 241 17% 83% 100%

7. If you are in the field of marketing you are a ... I am not in the field of marketing

179 1

74% 0%

Marketing

Page 106

Executive Marketing Assistant Account Manager Marketing Officer Product Manager Category Manager Marketing Manager Brand Manager Marketing Director VicePresident Other, please specify Total

11

5%

2%

0%

1%

0%

1%

1%

0%

0%

36 241

15% 100%

8. Purchasing Habits Top number is the count of respondent s selecting the option. Bottom % is percent of the total respondent s selecting the option. How often do you purchase electronics ? How often do you purchase soft drinks? How often do you purchase h ygiene (bath/show er)

Daily 2

Weekly 3

Monthly 34

Yearly 133

Every 13 Years 53

Every 4+ Years 15

Never 1

N/A 0

1% 38

1% 96

14% 76

55% 12

22% 4

6% 1

0% 11

0% 3

16% 2

40% 42

32% 190

5% 5

2% 0

0% 0

5% 2

1% 0

1%

17%

79%

2%

0%

0%

1%

0%

Page 107

products?

9. I have heard of this brand ... (please choose all that apply) Apple Microsoft IBM Linux Unix None of the Above 239 239 233 183 123 99% 99% 97% 76% 51%

0%

10. I have purchased this brand ... (please choose all that apply) Apple Microsoft IBM Linux Unix None of the Above 165 229 61 14 7 68% 95% 25% 6% 3%

2%

11. I have heard of this brand ... (please choose all that apply) Coca-Cola Pepsi Cola Virgin Cola RC Cola Red Bull Cola None of the Above 241 239 100% 99%

66 174

27% 72%

174

72%

0%

12. I have purchased this brand ... (please choose all that apply) Coca-Cola 228 95%

Page 108

Pepsi Cola Virgin Cola RC Cola Red Bull Cola None of the Above

194

80%

13 79

5% 33%

49

20%

4%

13. I have heard of this brand ... (please choose all that apply) Dove The Body Shop Bath & Body Works Lush Jergens None of the Above 240 100%

198

82%

195 87 180

81% 36% 75%

0%

14. I have purchased this brand ... (please choose all that apply) Dove The Body Shop Bath & Body Works Lush Jergens None of the Above 216 90%

119

49%

159 51 116

66% 21% 48%

3%

15. Name the first brand that immediately comes to mind for of the following colours:(Please list only one for each colour. If you cannot think of a brand immediately, please put "N/A" in the space provided.) 241 Responses

Page 109

16. Which colour(s) does your ... Top number is the count of respondent s selecting the option. Bottom % is percent of the total respondent s selecting the option. ... favourite brand use? ... least favourite brand use?

Black 45 19% 30 12%

Blue 46 19% 23 10%

Green 19 8% 21 9%

Grey (Silver) 20 8% 15 6%

Orange 4 2% 34 14%

Pink 13 5% 26 11%

Purple 13 5% 17 7%

Red 52 22% 16 7%

White 25 10% 17 7%

Yellow 4 2% 42 17%

17. Whose logo am I? Smirnoff Bacardi Jose Cuervo Jack Daniels Bailey's Total 32 168 13% 70%

28

12%

5 8 241

2% 3% 100%

18. Whose logo am I? Mozilla Firefox Apple Safari Google Chrome Internet Explorer Netscape Total

12

5%

4%

204

85%

10 6 241

4% 2% 100%

Page 110

19. Whose logo am I? Subway Burger King Pizza Hut KFC McDonald s Total 0 0%

0 0 0

0% 0% 0%

241 241

100% 100%

20. Whose logo am I? T-Mobile Orange Vodafone O2 Three Total 10 12 139 78 2 241 4% 5% 58% 32% 1% 100%

21. Whose logo am I? Staples Red Cross Argos Costa Xerox Total 11 4 61 22 143 241 5% 2% 25% 9% 59% 100%

22. Which brand am I? Mercedes Honda Hummer BMW Vauxhall 0 0 239 0 2 0% 0% 99% 0% 1%

Page 111

Total

241

100%

23. Which brand am I? Clinique Jean-Paul Gaultier Harajuku Lovers Chanel Dolce & Gabbana Total 20 8%

113

47%

29 39

12% 16%

40 241

17% 100%

24. Which brand am I? Adidas Nike Puma Converse Reebok Total 4 1 4 229 3 241 2% 0% 2% 95% 1% 100%

25. Which brand am I? Apple Blackberry Sony Nokia Samsung Total 205 8 5 7 16 241 85% 3% 2% 3% 7% 100%

26. Which brand am I? Chanel 1 0%

Page 112

Coach Dolce & Gabbana Burberry Louis Vuitton Total

11

5%

3 2

1% 1%

224 241

93% 100%

27. For the brand questions, did you ... (please mark all that apply) answer without using help (excluding drop-down menu) recognise all or most brands If used another source, please list here:

160

66%

140

58%

12

5%

28. Overall, did you find having to give a brand for the colour to be difficult? Yes No Total 206 35 241 85% 15% 100%

29. Overall, did you find having to match the brand with the logo to be difficult? Yes No Total 70 171 241 29% 71% 100%

30. Overall, did you find having to match the brand with the package to be difficult? Yes No 60 181 25% 75%

Page 113

Total

241

100%

31. How much do you agree with the general statement: "When buying products, I consider the ... Top number is the count of respondent s selecting the option. Bottom % is percent of the total respondent s selecting the option.

Strongly Agree 36

Agree 129 54% 134 56% 19 8% 104 43% 96 40% 111 46% 102 42% 66 27% 101 42% 119

Neither Agree /Disagre e 34 14% 20 8% 90 37% 58 24% 66 27% 24 10% 68 28% 8 3% 68 28% 34

Disagre e 25 10% 8 3% 80 33% 31 13% 37 15% 11 5% 40 17% 1 0% 39 16% 9

Strongly Disagree 17 7% 4 2% 46 19% 13 5% 13 5% 4 2% 9 4% 0 0% 2 1% 3

... mood I am in." ... brand of the product." ... colours of the brand." ... colours of the product." ... design of the brand." ... design of the product." ... way the product is packaged." ... amount the product costs." ... warranty available for the product." ... reviews from other sources." (includes peers or credited sources) ... time I have to purchase the product."

15% 75 31% 6 2% 35 15% 29 12% 91 38% 22 9% 166 69% 31 13% 76

32% 31 13%

49% 103 43%

14% 66 27%

4% 31 13%

1% 10 4%

Page 114

(time allowed to spend in store) ... time I have to purchase the product." (limited time offer items) 29 123 57 23 9

12%

51%

24%

10%

4%

32. Has your opinion on a product or brand ever changed (positively or negatively) due to ... Top number is the count of respondent s selecting the option. Bottom % is percent of the total respondent s selecting the option. Price (ex: is the item cheaper/m ore expensive than the product average?) Fashion (ex: is this item still in style?) Economy (ex: is now a good time to buy this? Can I currently afford this?) Brand Loyalty (ex: do you repeatedly purchase the same brand?) Brand Reputation (ex: are all your friends buying it?)

Yes 187

Maybe 42

No 12

N/A 0

78% 111 46% 171

17% 79 33% 46

5% 50 21% 23

0% 1 0% 1

71% 149

19% 65

10% 26

0% 1

62% 100

27% 84

11% 56

0% 1

41%

35%

23%

0%

Page 115

Risk Manageme nt (ex: BP's oil spill in the Gulf of Mexico or Toyota's recall) Ethical Standards (ex: fair trade products) Corporate Social Responsibi lity (ex: giving back to the community )

72

94

71

30% 98

39% 97

29% 43

2% 2

41% 70

40% 103

18% 66

1% 2

29%

43%

27%

1%

1. If you would like to see the results of this study once the analysis has been completed, please fill in your information details below:

Responden t# 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Questio n 1: Name

Questio n 1: Email Address

Question 1: Commen ts

Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity.

Page 116

17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity.

Page 117

53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88

Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity.

Page 118

89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124

Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity.

Page 119

125 126 127 128 129 130 131 132 133 134 135

Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity. Not provided to protect identity.

7. If you are in the field of marketing you are a ...

Responden t# 1 2 3 4

Respons e N/A Intern n/a Student study marketin g services business Grad Student - Pastor Back of house supervis or None Aspiring student na Creative Planner NA Academ ic Lecturer in Marketi

8 9

10 11

12 13

14

Page 120

ng

15

Enginee r Lecturer in Marketi ng n/a Not in marketin g Sales Finance Student n/a Business owner marketin g is part of what has to be done still looking for a job student Student Brand Strategy Consulta nt NA homema ker NA Writer & Designe r (former Marketi ng Coordin ator) educatio n n/a Not in the marketin

16

17 18

19 20 21 22 23

24

25 26 27

28 29

30 31

32

33 34

Page 121

g field

35 36

Law educatio n and training

15. Name the first brand that immediately comes to mind for of the following colours:(Please list only one for each colour. If you cannot think of a brand immediately, please put "N/A" in the space provided.)

Responden t# 1

Questio n 15: Black Adidas

Questio n 15: Blue Barclay s HP

Question 15: Green Lloyds TSB Fairy Liquid

Questio n 15: Grey (Silver) Apple

Question 15: Orange Orange

Question 15: Pink TMobile Barbie

Questio n 15: Purple Pampers

Questio n 15: Red Target

Questi on 15: White Nike

Questio n 15: Yellow McDona lds Cadbury

Nike

Mac (apple)

Orange (phone company ) N/A

TokiDo ki (clothin g/art) N/A

Coke

BBC

guinness

milky way N/A

sprite

apple

barbie

red bull

apple

N/A

N/A

N/A

Centru m Apple

Tropican a N/A

Breast Cancer Victoria' s Secret Maybelli ne T mobile

N/A

CocaCola N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

Lynx

n/a

Maybelli ne Garnier

n/a

n/a

Tigi

n/a

Dove

n/a

Dell

Pepsi

Wilkins on Honda

Orange

Jelly Bean N/A

Ferrari

N/A

La Poste

Jack Daniels Mini

IBM

Toyota

N/A

Victoria' s Secret hello kitty

CocaCola swiss pocket knives Cocacola Coca Cola NA Coca Cola gap

Progres sive Apple

N/A

N/A

N/A

Apple

orange

N/A

the yellow pages Iced Tea

10

Pepe Jeans Coke Zero NA N/A

Milka

Trident

Apple

Berska

Pimkie

Trident

Eee

11

iTunes

Publix

Diet Coke Apple N/A

Nike

Sweet and Low NA N/A

LA Lakers NA N/A

NA

Livestro ng NA shell

12 13

IBM NIVEA

NA bp

NA Orange

NA N/A

14

dell

N/A

lush

dell

nike

victorias secret Victoria Secrete Victoria' s Secret N/A

N/A

best buy N/A

DHL

15

Apple

N/A

starbuck s N/A

n/a

home depot N/A

N/A

Target

N/A

16

N/A

Pepsi

Toyota

N/A

Coke

N/A

Post-It

17

dell

addidas

lacoste

N/A

N/A

N/A

N/A

N/A

N/A

Page 122

18

North Face Apple

Chelsea

Irish Spring Irish Spring n/a Springfie ld

Longch amp Apple

Sunkist

Kitchen Aid Victoria' s Secret n/a Lacoste

Welchs

n/a

n/a

Dole

19

Sprite

Fanta

N/A

CocaCola Coke Cocacola

Apple

Google

20 21

n/a Lindt

Levi Dolce & Gabann a secret

n/a Apple

n/a Orange

n/a N/A

Dove Dove

n/a N/A

22

dell

n/a

window s Lexus

arm&ha mmer Orange Crush orange

victoria secret N/A

n/a

n/a

apple

best buy

23

N/A

Pepsi

7 UP

Barney

Coca Cola ferarie

N/A

N/A

24

coca cola CocaCola Guinnes s

red bull

sprite

je sais pas Apple

pimkie

je sais pas Jules

je sais pas Apple

ebly

25

Finnair

N/A

Orange

N/A

CocaCola Royal Mail

N/A

26

Tesco

n/a

Volksw agen

Orange

TMobile

Cadbury

n/a

Marie Curie Cancer Care McDona ld Oil of Olay

27

Blckberr y Nike

Pepsi

N/A

N/A

N/A

N/A

N/A

Virgin

Apple

28

Pepsi

NA

Diet Pepsi

Orange Crush

NA

Lakers

Utah Utes

Northe rn Tissue n N/A

29 30

n N/A

nivea Dove

n Veolia

n N/A

orange N/A

n Accesso rize Victoria Secret N/A fa benefit

n N/A

coca Coke

n Yellow pages N/A

31

N/A

Dasani

N/A

Apple

N/A

N/A

Delta

N/A

32 33 34

N/A adidas Chanel

N/A puma Pepsi

N/A N/A simple, body shop N/A

N/A red bull apple

N/A kelly's orange mobile

N/A N/A N/A

N/A N/A Coke

N/A dove Dove

N/A N/A Mc Donald

35

Nike

N/A

Under Armour BMW

N/A

Victoria' s Secret Victoria' s Secret Victoria' s Secret

N/A

Coca Cola CocaCola Coca Cola

N/A

Burt's Bees NA

36

Mercede s-Benz Nissan

Pepsi

Lush

Tropican a Virgin

NA

Hershe y's Dove

37

IBM

Survey Monkey

Brandw are

Delta Sigma Pi Bath and Body Works london met!

Pontiac

38

Axe deodora nt n/a

Selsun Blue

Garnier Fructis

Dell

Herbal Essences

Victoria Secret

Old Spice

Apple

N/A

39

dove

body shop

Renault (Cars)

Orange (mobile phone) Tide

n/a

Coca cola

apple

mac donald

40

N/A

N/A

N/A

N/A

Victoria' s Secret

N/A

N/A

N/A

N/A

Page 123

41

razor can't think of brand n/a

nike

n/a

IBM

Shout

n/a

DSP :)_ - can't think of another delta sigma pi Prince

red bull

n/a

n/a

42

microso ft WalMart N/A

john deere Boston Celtics N/A

toyota

kubota

susan g komen Mary Kay Victoria Secret susan G. Komen

pizza hut Coke

n/a

mc donalds GA Tech N/A

43

Batman

Wii

N/A

GA Tech N/A

44

Black & Decker n/a

N/A

N/A

N/A

N/A

45

pepsi

starbuck s

n/a

universit y of texas n/a

n/a

coke

n/a

n/a

46

n/a

Tiffany' s None

John Deere The Body Shop n/a

n/a

Victoria' s Secret Victoria' s Secret

n/a

n/a

n/a

Burt's Bees None

47

Coca Cola

None

Mandari na Duck

None

Coca Cola

Apple

48

n/a

n/a

GAP

Southwe st

Victoria' s Secret

n/a

n/a

White House Black Market Black and White Market Apple

n/a

49

Spencer' s

Ralp Lauren

Coach

Nike

Home Depot

Baby's R Us

Macy's

Victoria Secret

Pac Sun

50

Jack Daniels Dr. Pepper Cherry guinness , mango

Lonely Planet Pepsi

Greenpe ace N/A

N/A

Easyjet

Volaris

London Met N/A

Red Cross CocaCola

Expedia

51

N/A

Sunkist

Victoria' s Secret

Dove

N/A

52

faceboo k, nestl

perrier, badoit

N/A

orange

pimkie

london met

coca cola, h&m Fredrick 's of Hollyw ood Coca Cola CocaCola Target

signal

post office

53

Johnny Walker

Powera de

Nyquil

Hershe y

N/A

Victoria' s Secret

N/A

MacInt osh

Dole

54

Sephora

IBM

Unilever

Virgin Air Dell

at&t

Victoria' s Secret Victoria Secret TelaFlor al

N/A

N/A

N/A

55

CocaCola Nike

Microso ft M&M's

Yuenglin g Herbal Essence

N/A

N/A

Kleene x Progres sive Insuran ce Listeri ne

Mayfiel d n/a

56

Touch of Grey

Sunkist

n/a

57

N\A

Dial

Irish Spring

Ralph Lauren X Merced es Benz Dell

Home Depot

Victoria' s Secret

N/A

Old Spice

N/A

58

Boss

N/A

WWE

Orange

Sanrio

N/A

Coke

N/A

N/A

59

Coke Zero

IBM

Publix

Home Depot

Victoria s Secret

N/A

Coke

N/A

Hertz

Page 124

60

n/a

delta

palmoliv e dish soap Irish Spring Hugo Boss n/a Animal

n/a

orange crush

victorias secret

n/a

target

dove soap

chicketa bananas

61

Axe

Nautica

NA

Fanta

NA

NA

Old Spice Coca Cola n/a N/A

NA

NA

62

Levi Strauss n/a Coke

Dove

Merced es n/a N/A

N/A

Barbie

N/A

N/A

Lambor ghini tetlley Banana

63 64

n/a Powera de Deloitte

n/a Jaffa cakes Tropican a

la coste N/A

n/a N/A

n/a N/A

65

Oakland Raiders

NY Jets

Rolls Royce

Anythin g Susan Koman

Barney the Dinosau r N/A

Coca Cola

N/A

Big Bird

66

Samsun g

Nokia

N/A

Apple

Hartwall Jaffa (Finnish soft drink) Crush

Hello Kitty

CocaCola

Apple

N/A

67

puma

ibm

timberla nd

Amtrak

Susan B Kolmen

Fruit of the Loom n/a

CocaCola

Dove

Kodak

68

n/a

pepsi

sprite

n/a

slice

peptobis noll N/A

coca cola Coca cola Cardinal s

n/a

old navy

69

N/A

N/A

Nature House TrueGre en

N/A

Orange

N/A

N/A

Hertz

70

America n Express Lexus

N/A

N/A

Sunkist

Crystal Lite

Minneso ta Vikings Crown Royal

N/A

Yellow Tail

71

Blue Cross Blue Shield Citi Bank IBM

Fidelity

Merced es

Tyco Electroni cs

Yoplait

Coca Cola

Xerox

N/a

72

Sony

BP

Merced es Benz Honda

Orange

N/A

N/A

Vodafo ne Honda

Apple

Lambor ghini N/A

73

Black and Decker N/A

Zipcar

ING

Victoria' s Secret

N/A

Dove

74

Lush

Pringles

N/A

Walker's

Cath Kitson

Johnson' s Body Care n/a

Neutrog ena

N/A

Vaseline

75

coca cola

pepsi

7up

merced es benz

tango

n/a

mcdonal ds

the white compa ny Dove

acqua di parma

76

Axe

Nivea

Healthy Choice N/A

N/A

Big Lots

N/A

N/A

N/A

Dial

77

Coke

N/A

N/A

N/A

Victoria' s Secret Bubble gum

N/A

Coke

N/A

N/A

78

IBM

cadbury s

N/A

Ford

Crush soft drink

n/a

Coca Cola

n/a

n/a

Page 125

79

Black forrest ham

swave mt soap

jolly green giant

n/a

tropicana

n/a

Stone Hill concord wine N/A

Red Bull

Dove

egg beaters

80

Coke Zero

Dove

Williams Sonoma

Americ an Airlines Toshiba

Tropican a

Victoria' s Secret

Coca Cola

N/A

N/A

81

IBM

Microso ft n/a

Greenpe ace zest

Orange

Victoria' s Secret victoria secret Juicy

N/A

Red Bull coke

Colgat e crest

Hertz

82

hersheys

n/a

tropicana

n/a

aveno

83

Jack Daniels Whiskey Coke Zero

Dove

Perrier

Ivory Soap

Orangica

NA

Coca Cola

Coca Cola

Yella Wood

84

Pepsi

Body Shop

Diet coke

Planet Smoothi e n/a

Victoria Secret

Nalgene

Arby's

Breyer s

McDona lds

85

n/a

Sherwin William s Pepsi Cola N/A

Perkins

n/a

Victoria Secret

n/a

McDon alds

Dove

McDona lds

86

N/A

Gain

Draino

N/A

N/A

N/A

Old Spice Twizzle r N/A L'Oreal El Vive shampo o& conditio ner; colour coke

Crest

N/A

87

iPhone

Green Giant N/A n/a

iPod

N/A

Nair

N/A

St. Ives

Tropica na N/A n/a

88 89

N/A n/a

N/A Ajax

Ford n/a

Soda n/a

N/A n/a

N/A n/a

N/A Panten e

90

n/a

pepsi

mountai n dew

red bull

florida orange juice n/a Tropican a (Orange Juice) KFC

victoria secret

n/a

n/a

n/a

91 92

n/a Red Bull

n/a Crest (Toothp aste)

n/a Suave (Shampo o)

n/a Sony

n/a Victoria' s Secret

n/a Vogue

n/a Coca Cola

n/a Apple

n/a Dole (fruit compan y) N/A

93

Dodge

Gerber

Tide

Absolut

N/A

N/A

McDon alds Virgin

Dove

94

Johnnie Walker Selfridg es N/A

IBM

John Lewis Oxfam

NA

Orange

NA

Ribena

NA

Ikea

95

Dell

Apple

Orange

NA

NA

Virgin

NA

Disney

96

Gap

Ryanair

N/A

Easy Jet

N/A

London Metropo litan Universi ty Oil of olay

Virgin

The White Compa ny

Yellow Pages

97

Apple ipad

Downy

Irish soap

N/A

Tropican a

Huggies

Dentyne

Cotton elle

Volksw agen

Page 126

98

Coca Cola Zero Guinnes s America n Express n/a

Dove

Body Shop

N/A

Fanta

N/A

Milka

Coca Cola

N/A

N/A

99

Paypal

n/a

n/a

Orange

TMobile Susan Komen

Yahoo

Ask

Apple

IMBD

100

n/a

BP

n/a

n/a

Delta Sigma Pi n/a

n/a

n/a

n/a

101

lowes

publix

n/a

home depot Fanta

victorias secret Victoria Secret Cancer Researc h Eden Park N/A Victoria' s Secret Victoria Secret

Coke

n/a

mcdonal ds McDona ld's N/A

102

CocaCola Adidas

N/A

N/A

N/A

N/A

CocaCola Netflix

Apple

103

Pepsi

N/A

N/A

ING

N/A

N/A

104

Coke Zero N/A N/A

Jet Blue

BP

Porsche

Orange

N/A

Coca Cola Coke Coke

Apple

Renault

105 106

Pepsi Pepsi

M&Ms N/A

Coors N/A

Crush Fanta

N/A Crown Royal N/A

Mac Apple

N/A Burt's Bee's Chiquita

107

Bath and Body Works IBM

N/A

Clinique

Vizio

N/A

N/A

Dove

108

Microso ft Windex

R.E.I.

Logitec h Rouge

KTM

N/A

Crown Royal N/A

Target

Apple

Best Buy Green Giant Aviva

109

Dell

Comet

Tide

Cover Girl TMobile

Coco Cola Vodafo ne

Dove

110

N/A

IBM

The Body Shop Irish Spring Sprite

Apple

Orange

N/A

Tesco

111

Sony

N/A

N/A

N/A

N/A

N/A

N/A

Dove

N/A

112

Axe

Pepsi

Apple

ING

Victoria' s Secret Pink VS

n/a

Coca Cola Coca Cola

Dove

n/a

113

Coach

Pepsi

NA

Apple

Fanta

NA

Wii Nitend o na

Yoohoo Drink

114

na

na

na

diet pepsi

na

victoria secret

na

bath and body works coca cola N/A

na

115

n/a

Dove

n/a

Gillette

Orange

T mobile

n/a

n/a

n/a

116

Harley Davidso n

Head and Shoulde rs n/a

Guiness

Tiffany & Compa ny n/a

N/A

Victoria Secrets

N/A

N/A

N/A

117

n/a

n/a

tennesse e football

owen corning insulatio n N/A

n/a

n/a

n/a

n/a

118

N/A

N/A

N/A

N/A

N/A

N/A

Coke

N/A

N/A

Page 127

119

BMW

Pepsi

Bank of America ''N/A''

Dell

don't know ''N/A''

Victoria Secret ''N/A''

don't know Cadbury s Crown Royal

Coca Cola Argos

Apple

don't know ''N/A''

120

''N/A''

Tesco

''N/A''

''N/A''

121

Johnnie Walker

Pepsi

Mountai n Dew

Brother (printer s) Honda

Home Depot

Barbie

CocaCola

Apple

n/a

122

Harley Davidso n Sony

Pepsi

Mountai n Dew

Libby's

Pepto Bismol

Victoria' s Secret

Marlbor o

Nike

Cheerio s

123

Dove

Ande's

Honda

Fanta

Victoria' s Secret Victoria' s Secret

Willy Wonka New York & Co. N

Coca Cola Target

Aquafr esh Colgat e

Tic Tac

124

Sony

Vaselin e

Bath & Body Works N/A

Mabelli ne

Clinique

Pine Sol

125

Pepsi

N/A

Dove

Suave

N/A

Red Bull Coke

N/A

N/A

126

N/A

Zaxbys

Green Giant

Smirnof f

Lindt

Susan G. Koman Breat Cancer endorsed stuff breast cancer ribbons N/A

N/A

Apple Compu ters

N/A

127

N/A

n/a

n/a

hershey' s

n/a

Deltasig

Coke

Scott tissue

spongs

128

N/A

Dr. Brown Selsun Blue Jet Blue

Green Giant n/a

N/A

N/A

N/A

Coke cola Coke

N/A

N/A

129

Polo Black AXE deodora nt

n/a

Cingular

n/a

n/a

n/a

n/a

130

Seventh Generati on

n/a

n/a

n/a

Milka Chocola te

Target

n/a

BVB Borussia Dortmu nd 09 sunkist

131

armani black code

dolce and gabbana blue

N/A

Duct Tape

Mobile Phone Service

Pinkberr y

Limited Too

Victoria Secret

estee lauder linen perfum e n/a

132

toshiba

apple

gatorade

window s

minute maid

snapple

n/a

coca cola

bath and body works Yellow Pages

133

HTC

n/a

n/a

n/a

Big K Orange

Victoria Secret

n/a

Fredrick s of Hollyw ood Coke Apple

Mac

134 135

NA Sony

NA Nextel

NA Jergens

NA Nintend o n/a

NA Valve

NA Jergens

NA Electron ic Arts n/a

Dove Linux

NA Chevrol et Best Buy

136

Lenovo

n/a

America n Express

ING

Victoria s Secret

Coca Cola

Dove

Page 128

137

White House Black Market Coke Zero

Gap

J. Crew

Nordstr om

Hugo Boss

Thomas Pink

N/A

N/A

White House Black Market Crest whiteni ng Head and Should ers N/A

Banana Republi c

138

Aquafin a

NA

Diet Coke

Tropican a Orange Juice Sunkist

Victoria' s Secret

NA

red bull

NA

139

N/A

IBM

N/A

Honda

KoolAid

Dell

Red Bull

Kellogg s

140

N/A

biologic al products Bud Light

watson's

N/A

orangina

N/A

N/A

N/A

N/A

141

Harley Davidso n N/A

N/A

Coors

Home Depot

Breast Cancer

N/A

Coca Cola

N/A

McDona lds

142

Pepsi

Mountai n Dew

Coors

Wise Cheez Doodles Office Depot

Victoria Secret

Welches

Cocacola

N/A

Mayfiel d

143

McCor mick's pepper

Windex

Green Giant Peas

Centriu m Silver

Cover Girl

Welch's Grape Juice

Office Dedpot/ Coca Cola CocaCola

Ivory

French's Mustard

144

Acura

Pepsi

Hidden Valley

Reynol ds Wrap Merced es N/A

Simply Orange

Victoria' s Secret

Fanta

Domin o Sugar DOVE

McDona ld's

145

coca cola N/A

N/A

N/A

N/A

N/A

N/8A

Coca cola CocaCola OLD SPICE

PORSC HE Sprint

146

IBM

Samsung

N/A

N/A

N/A

N/A

147

AXE

PEPSI

N/A

Dove Body Wash for MEN N/A Quick Silver

FRESC A SOFT DRINK

VICTO RIA'S SECRE T

N/A

N/A

N/A

148 149

coke Zero

jello Old Navy

Mt. Dew N/A

OJ Banna Republic

Roses Victoria Secret

N/A N/A

Beef Coca Cola

N/A New Balanc e soap

Cake Gucci

150

label

dove

sprtie

toyota

sunkist

victoria secert Minute Maid Lemona de Polo

na

coke

na

151

n/a

n/a

n/a

n/a

n/a

n/a

Coca Cola

n/a

n/a

152

Nike

America n Eagle

Polo

Americ an Eagle N/A

Abercro mbie and Fitch Dodge Neon Universit y of TN Knoxvill e

Polo

Polo

Polo

America n Eagle

153

Black & Decker Harley Davidso n

Jet Blue

BP

Pepto Bismal Breast Cancer Awarene ss

N/A

Red Camel Coca Cola

N/A

Yellow Pages Yellow Pages

154

Coppert one

St. Jude Children' s Research

Honda

N/A

Boeing

Page 129

Hospital

155

n/a

Ford

christma s

n/a

ING Direct

n/a

n/a

Coke

n/a

Lance Armstro ng N/A

156

Hefty

America n Eagle Pepsi

Starbuck s Garnier

Mustan g n/a

N/A

Victoria' s Secret Body Shop Victoria s Secret n/a Mattel

N/A

Chickfil-a Coca Cola Coke

Dove

157

N/A

n/a

n/a

Dove

n/a

158

AXE

Verizon

Irish Spring fedex Vichy (as beauty product)

Cars

Tropican a n/a Orange

N/A

N/A

N/A

159 160

n/a blackber ry

pepsi N/A

n/a N/A

n/a N/A

Coke Cocacola

Dove Apple

n/a Twimin gs (not sure of the spelling sorry but I meant the tea brand) Sprint

161

Logitech

IBM

Body Shop moutain dew 7 up

KLM

Tropican a crush

N/A

London Met smucker s n/a

Cocacola heinz

Kleene x n/a

162

n/a

pepsi

pepsi

n/a

n/a

163

Green & Black Chocola tes Nike

BA

Audi

Orange Mobile

Breast Cancer

Coke

Apple

Hertz

164

N/A

Starbuck s Coffee

Renault

Orange

Jennyfer

N/A

Levis

Marlbo ro

Mc Donnald s na

165

northfac e Microso ft Kamen Rider nike

polo

na

na

na

na

na

gap

na

166

HP

BP

Merced es Sony

Orange

Barbie

yahoo

OTTO

Dr.Pep per N/A

Lambor ghini N/A

167

Sega

Microsof t n/a

N/A

N/A

N/A

Super Sentai wells fargo

168

blue cross blue shield Pepsi

lowe's

home depot

victoria secret

babies r us

n/a

mcdonal d's

169

N/A

7-Up

Diet Coke N/A

Sunkist

Pepto Bismal N/A

N/A

Coca Cola Cocacol a Coca Cola

N/A

Sprite

170

Micheli n mercede s

IBM

Skoda

Orange

N/A

Nike

Yellow pages M&M's

171

pepsi

TBS

twining s

Orange

vanish (French brand of detergen t)

Cadbury

Dove

Page 130

172

samsung galaxy (mobile phone) COCA COLA

domino es pizza

n/a

n/a

barrs irn bru

nivea deodrant

thomas sabo (bracelet ) SKILCR AFT

coca cola

colgate toothpa ste

n/a

173

Proctor and Gamble

LIZ CLAIBO RNE

CHAR MIN

TROPIC ANA

TARGE T SHEET S Komen Cancer Fund

OCEAN SPRAY

DOVE

BOUNC E

174

Porsche

AT&T

Giant Food

Centru m

ING Bank

Team in Training Lympho ma Society NA

America n Heart Associat ion

Dove

Livestro ng

175

Coke

Pepsi

Sprite

Diet Coke marlbor o

Sunkist

NA

Coke Classic BIC

Dove

NA

176

black and decker Black & Decker NA

Cisco

miracle grow

tropicana

dannon

sharpie

micros oft

chiquita

177

IBM

Turbotax

Pontiac

Black & Decker ORANG E

Mr. Bubble NA

Crown Royal NA

CocaCola SOCIE TE GENER ALE McDon alds Red Bull

Dove

N/A

178

NOKIA

NA

NA

NA

ORAN GINA

179

Under Armour N/A

Pepsi

Ben and Jerry's N/A

Merced es N/A

Sunkist

Mattel/B arbie Pink Ribbon

n/a

Dove

n/a

180

N/A

Hugo Boss

London Metropo litan Universi ty Milka

N/A

N/A

181

Blackbe rry

Pespi

The Body Shop Lacoste

Apple

Orange

Barbie

The Red Cross

Dove

The Yellow Pages Selfridg es

182

Giorgio Armani

Bjorg

Stella McCart ney Apple

Orange

Pimkie

Swatch

H&M

Apple

183

Coke

Pepsi

Skoda

Orange

TMobile Breast Cancer Awarene ss Susan B. Komen

N/A

Coke

Apple

N/A

184

N/A

IBM

John Deer

N/A

Home Depot

N/A

Coca Cola

Dove

Caterpill ar

185

Jack Black

ATT

N/A

AmEx

Mercer

grape jelly, Kroger N/A

Coke

N/A

N/A

186

N/A

N/A

N/A

N/A

N/A

THE CANCE R PRODU CTS n/a Victoria s Secret

N/A

N/A

N/A

187 188

apple Express

pepsi America n Eagle

7up Bath & Body Works

n/a Apple

n/a ATT

n/a NA

n/a NA

dove Sephor a

n/a Best Buy

Page 131

189

Dell

Apple (my ipod is this color)

Nintendo (Magen's new DS is this color)

Red Bull

Huddle House

Susan G. Komen (foundat ion-not brand) everythi ng! N/A

Coca Cola

Dove

Dial (Soap)

190

Axe

Downy

Irish Spring Apple xBox

Tag Heuer Apple rolex

ING

N/A

Coca Cola Apple Target

Winde x Apple wii

N/A

191 192

Dell Playstati on America n Express N/A

Dell convers e IBM

Na Home Depot N/A

Apple Victoria' s Secret Yoplait

Apple tarte

Na ikea

193

H&R Block

N/A

N/A

KoolAide

N/A

DHL

194

America n Eagle

N/A

Honda

Home Depot

Victoria s Secret

Bed Bath and Beyond Bath and Body

Target

Dove

McDona lds

195

Axe

Tide

Jergens

Omni

Herbal Essence

Bath and Body

Levi

Bannan a Republ ic n/a

Chiquita

196

Axe

johnson and Johnson Windex

n/a

n/a

Fanta

n/a

johnson and johnson Bath and Body Works n/a

coke

capri sun

197

Samsun g

N/A

Dell

Dole

Victoria' s Secret

Kraft

Crest

Chiquita

198

lush

radox

sprite

n/a

n/a

n/a

coca cola Coca Cola

dove

lipton ice tea NA

199

Coke Zero

Aquafin a

Irish Springs

NA

Tropican a Orange Juice Universit y of Texas na

Victoria' s Secret

Claire's

Dove

200

N/A

N/A

N/A

Nissan

N/A

N/A

Coca Cola

N/A

N/A

201

na

na

na

na

na

na

Coke

na

Best Buy French's

202

Coke Zero Sony

Pepsi

N/A

Coors Light apple

Sunkist

Hello Kitty race for the cure barbie

N/A

Coca Cola coca cola coca cola hsbc

Ivory

203

RM

Oxfam

orange

Aussie

Apple

n/a

204

N/a

n/a

m&m

bmw

sunkist

n/a

apple

n/a

205

alienwar e Cadillac

hp

n/a

apple

n/a

evian

n/a

n/a

twinnin gs N/A

206

Chep

N/A

N/A

N/A

Victoria' s Secret pepto bismol

N/A

Colgate

Downy

207

nike

RC cola

Gum

shoes

Fanta

clothing

big red

shirts

laundry detergen t Minute Maid

208

Express

Abercro mbie and

Apple

Apple

Axe

Victoria' s Secret

America n Cancer

CocaCola

Dove

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Fitch 209 coke jergens greenwo rks (cleaning products ) n/a hyundai (color of my car) orange (cleaner) lady spirit (? deodora nt?) juicy couture N/A

Society kotex coke dove yellawo od

210

n/a

microso ft Head and Shoulde rs Aqua Velva N/A

merced es N/A

orange julius N/A

n/a

chickfil-a N/A

n/a

n/a

211

N/A

Irish Spring

N/A

N/A

N/A

212

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

213

N/A

Mountai n Dew N/A

N/A

N/A

N/A

N/A

CocaCola Coke

N/A

N/A

214

Arbonne

Pepsi

Diet Coke ceramic tools hair comb

N/A

Mary Kay dove soap

N/A

Apple

N/A

215

revlon mascara

not your daughte rs jeans

biofreeze pain relieving gel

Sunkist

jilbe're de paris hair rollers

riveting reds color replenis hing shampo o N/A chick fila

crest toothpa ste

yankee candle

216 217

BMW blackber ry

N/A n/a

N/A n/a

N/A honda

ING at&t

N/A victoria's secret

N/A n/a

N/A apple comput er n/a

N/A mcdonal ds

218

Apple

pepsi

Publix

n/a

minute maid fanta

n/a

claire's

cocacola chic-fila CocaCola

Gatorad e n/a

219

fila

n/a

mapco

n/a

hello kitty Victoria' s Secret

n/a

n/a

220

Puma

Leslie's Pools

Aveda

N/A

that yogurt smoothie place na

N/A

N/A

Suntrust

221

monster drinks

pepsi

mountai n dew

diet coke

victoria secrets

na

na

dove soap

juicy fruit gum n/a Best Buy N/A

222 223

n/a Pepsi

n/a Lowes

n/a Body Shop N/A

n/a Macys

n/a Home Depot N/A

n/a Victoria Secret Victoria s secret Hello Kitty Victoria victorias secret

n/a JcPenne y N/A

n/a Coca Cola N/A

n/a Target

224

N/A

Geico

N/A

N/A

225

NA

NA

Whole Foods N/a the body shop

NA

NA

NA

Coke

Apple

NA

226 227

N/a nike

N/a powerad e

Apple apple

N/a n/a

N/a n/a

Red bull n/a

Apple sephor a

N/a national geograp hic

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228

Axe

Downey

Irish Spring Turtle Wax hybrid natural

N/A

Sunkist

Victoria' s Secret Victoria Secret flamingo macys

Victoria' s Secret Kotex

Coca Cola Campbe ll's Soup rover red cross Virgin

Dove

Joy

229

Axe

Oreo

N/A

Tropican a crush n/a

N/A

Pledge

230 231

tux n/a

sky delta

dollar jareds

rain n/a

album n/a

Saturn n/a

232

Blackbe rry Bang & Olufsen Coca Cola Zero cocacola First Direct

Sky

Garnier

Gillette

Neutroge na Fanta

Barbie

Ribena

Dove

Yellow Pages Orangin a Alepa

233

Fazer

Guinness

N/A

Hubba Bubba Muumi limu

Silk Cut

Coca Cola Coca Cola

N/A

234

Pepsi

Body Shop

Coca Cola Light Nokia

Jaffa

Muumi metsma rja limu N/A

Pentik

235

Fazer

Body Shop Body Shop

Orange

N/A

cocacola Virgin

Apple

Lush

236

na

na

Orange phones etc N/A

na

Silk Cut cigarette s N/A

na

Yell

237

axe

dove

garnier fructis Bissell

N/A

victoria secret NA

cocacola Bath and Body Works Gap

apple

N/a

238

Dove for Men

Nivia

Puma

Rachel Ray Cookwar e n/a

NA

Apple

NA

239

n/a

Old Navy

n/a

Silver jeans

Victoria' s Secret

Purple Haze Beer n/a

n/a

n/a

240

Porsche

Samsun g pepsi

Land Rover sprite

Centru m coors

Easyjet

Cancer Charity double bubble

cocacola coke

dove

yellow tail mello yellow

241

na

crush

na

charmi n

27. For the brand questions, did you ... (please mark all that apply)

Responden t# 1 2 3 4

Respons e google! spouse Guess Guessed for several. friends friends Google

5 6 7

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Didnt use another source, just guessed on the ones I didnt know I wouldn't have got Louis Vitton, but saw the LV in picture I had a difficult time answeri ng sister son

10

11 12

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Appendix G: Survey Objectives Analysis Sheet

Objectives
1. Gain insight into the world of brand creation, maintenance, and expiration. 2. Investigate correlations between the design of a brand and how it affects consumer- purchasing habits.

Analyse
COMPLETED THROUGH LITERATURE REVIEWS

General Statements (design of brand) #31

General Statements (ALL 8 products only) #31 Favourite (& Least) Brand Colour #16

3. Examine the sensory features of brand design.

4. Identify consumer-purchasing habits/trends in the UK and US.

Top 5 colours listed for each #15 (Other Sheet) Favourite (& Least) Brand Colour #16 Logos (ALL 5) #17-21 Brand Packaging (ALL 5) #22-26 Difficult/Easy Brand Questions #27 Overall, brand recognition difficulty (ALL 3) #28-30

I have heard (ALL 3) #9, 11, 13 I have purchased (ALL 3) #10, 12, 14 Opinions Changed (ALL 8) #32 How often (ALL 3) #8 General Statements (ALL 8 products only) #31 versus Currently Living #3

Demographic Information

Marketing Professional #6 Field of Marketing (Including Other) #7 Age #2 Currently Living #3 Where Born #4 Most of Life #5

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Appendix H: Survey Demographic Charts

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Appendix I: Graphs Mentioned Quantitative Analysis

Chart 1: Design of brand mood I am in.

Chart 2: Design of brand colours of the product.

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Chart 3: Design of brand design of the product.

Chart 4: Design of brand amount the product costs.

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Chart 5: Design of brand warranty available for the product.

Chart 6: Design of brand reviews from other sources.

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Chart 7: Design of brand time I have to purchase the product (time allowed to spend in store).

Chart 8: Design of brand time I have to purchase the product (limited time offer items).

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Chart 9: Design of brand colour of favourite brand.

Chart 10: Design of brand colour of least favourite brand.

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Chart 11: Favourite (and Least) Brand Colours

Chart 12: Whose logo am I? Bacardi

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Chart 13: Whose logo am I? Google Chrome

Chart 14: Whose logo am I? McDonalds

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Chart 15: Whose logo am I? Vodaphone

Chart 16: Whose logo am I? Xerox

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Chart 17: Which brand am I? Hummer

Chart 18: Which brand am I? Jean-Paul Gaultier

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Chart 19: Which brand am I? Converse

Chart 20: Which brand am I? Apple

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Chart 21: Which brand am I? Louis Vuitton

Chart 22: Use of Additional Resources

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Chart 23: Difficulty Thinking of a Colour

Chart 24: Difficulty Matching Logo with Brand

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Chart 25: Difficulty Matching Packaging with Brand

Chart 26: I have heard of this brand computer systems.

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Chart 27: I have purchased this brand computer systems.

Chart 28: I have heard of this brand soft drinks.

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Chart 29: I have purchased this brand soft drinks.

Chart 30: I have heard of this brand hygiene products.

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Chart 31: I have purchased this brand hygiene products.

Chart 32: Purchasing Habits

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Chart 33: Has your opinion changed on a product or brand?

Chart 34: Currently living mood I am in.

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 Chart 35: Currently living colours of the product.

Chart 36: Currently living design of the product.

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 Chart 37: Currently living amount the product costs.

Chart 38: Currently living warranty available for the product.

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 Chart 39: Currently living reviews from other sources.

Chart 40: Currently living time I have to purchase the product (time allowed to spend in store).

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 Chart 41: Currently living time I have to purchase the product (limited time offer items).

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