Brands to Consumer-An Insight Into Consumers Relationship With Brand

Prentators- Abhishek Daksh Prateek khare. Rishub pal Parth Arora

Contents parth
Overview.

Key Words.
Brands analyzed. Procedure for Analysis. Brand Personality scale by Jennifer Aakre. Brand Identity prism by kapferer. Brand relationship quality construct.

Overview-parth
Relationship between the consumers and the

Brand. Research type- Descriptive Qualitative Research. Tool Adopted was Depth Interview . Technique used was Projective. Base for the Technique used i.e. , Brand Personification , Brand Relationship Typology , Brand Identity Prism . Sample.

Key words-parth
Brand Positioning.

Brand Identity.
Brand Relationship.

Brands Analyzed-parth
Colgate. Nestle. Coca Cola. LOreal. Reebok.

Longiness.
UCB Ed Hardy.

Nokia.
Mercedes Benz

Procedure for analysis- ashwani

The sample of 3 young respondents was taken . They undergone the Descriptive Qualitative

Research . For knowing their relationship with the brand an Indepth interview was conducted using Projective technique . In the interview few questions were asked based on the frameworks of Brand Personification , Brand Identity , Brand relationship quality. 3 Stages of the Interview i.e. Orientation and Overview , Focused exploration related to Brand Personification , Brand Identity , brand Relationship Quality Construct , Member Check .

Contnd..-ashwani
Responses of the sample was taken in the form

of written notes and then the content was analyzed by organizing the data in tabular form to find out the theme around the 3 framework .

Brand Personality scale by Jennifer Aaker.-ashwin

Contnd(Brands undertaken for Analyses.)-tushar

Nokia.

Colgate
Longiness. Reebok. Mercedes Benz.

Brand Identity Prism by Kapfererrishub

Contnd(Brand undertaken for Analysis.)-prateek

UCB.

Ed Hardy.

Brand Relationship quality constructdaksh

Contnd..-daksh
Love and Passion: Depicts strong affection with the

brand.Respondents feel like something is missing if the brand is not in their life. Self Connection: Reflects the degree to which the brand delivers on important identity concerns ,tasks or themes,thereby expressing a significant aspect of self. Inter dependence: Reflects high degree of interdependence between consumer and brand, involving frequent brand interactions. Commitment: Reflects the level of longevity of relationship and commitment with the brand. Intimacy: this reflects the brand relationship memory of personal associations and experiences. Brand Partner quality: is consumer's evaluation of brand performance in its partnership role.

Contnd..(Brands undertaken for analysis)-varun

Coca Cola

Nestle.
LOreal.