BU470 Lecture Notes - Lecture 4: Mindset, Brand Management, Miracle Whip
Document Summary
Interviewed women at different ages and life stages. Consumer brand relationships: ask questions like: tell me about yourself, your family, etc . It was in the context of learning about their lives and things happening that she learned about relationships with brands if these products and brands are the building blocks to her own personal brand it is a big deal. Karen - 39: see that karen is breaking up with the brand that she associated negative memories with her husband because she associated hellman"s with his strong preference for it over miracle. Whip: all of her brands are instruments of expressing who she is and restoring her after a hard day. Vicki - 23: went through a stage where brands really defined her personality and lifestyle. In her teenage years she was using brands consistent with the wholesome image. In college she moves to a more sensual images. Can be functional and help to express identity.
