Brand •quitty Research: Converse Case Study

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Brand Εquitty Research: Converse Case Study

Transcript of Brand •quitty Research: Converse Case Study

  • 1.An empirical investigation of brand attributes Derbyshire Business School Mediterranean College Business School

2. Spyros Langkos 2 3. 3 RESEARCH AIM: - The questionnaire was created to meet the needs of my academic module Brand Equity, titled Converse Brand Research An empirical investigation of Brand attributes and aims to explore the perceptions and attitudes of random chosen people, aged from 16 55, in the Mall Athens (the heart of city consumption!), who are either loyal/funs of the brand or not. - The survey aimed at identifying todays general trends concerning Converse. RESEARCH DESIGN: 14 QUESTIONS PER RESPONDENT X 30 RESPONDENTS FOR A TOTAL OF 420 RESEARCH QUESTIONS. RESEARCH CONDUCTED AT THE ATHENS MALL, ATHENS, GREECE DURING 14/04/13 FROM 2:00 18:00 P.M 4. 4 5. 5 6. 6 33% 13% 54% EMPLOYMENT YES NO STUDENT N=30 People 63% 37% 0% AGES 16-24 25-235 >35 50%50% GENDER M WOMAN 37% 43% 20% EDUCATION HIGHSCHOOL UNIVERSITY POSTGRADUAET 7. 7 0% 10% 20% 30% 40% 50% SNEAKERS FLAT BOOT-STYLE OTHER Q.1 COMFORT DESIGN COST BRAND QUALITY 40% 33.30% 3.33% 0% 30% 10% 10% 13.30% 60% 6.66% Q.2 BLUE=MOST IMPORTANT RED= LEAST IMPORTANT (1-5 PRIORITY GRADING SCALE) 8. 8 30% 40% 60% 20% 10% 13% 3% 6% 3% 3% 3% 6% RED WHITE BLACK BLUE GREEN PINK CREAM MPEZ BROWN PURPLE GREY NONE Q.3 0 20 40 60 80 100 120 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 Q.4 AGE 83% 10% 7% Q5. EVERYDAY ACTIVITIES PERFORMANCE SPECIAL OCCASIONS 9. 9 0% 20% 40% 60% Creative Classical Masculine Unique Conventional Creative Classical Masculine Unique Convention al Series1 53% 60% 3.33% 50% 33.30% Q.6 0% 20% 40% 60% 80% Friendly Thoughtful Provocative Adventurous Fun Friendly Thoughtful Provocative Adventurous Fun Series1 73% 10% 17% 27% 70% Q.6 0% 50% 100% Innovative Serious Influential Good looking Sexy Innovative Serious Influential Good looking Sexy Series1 37% 13% 27% 93% 30% Q.6 0% 20% 40% 60% 80% Athletic Confident Corporate Feminine Sophisticated Athletic Confident Corporate Feminine Sophisticat ed Series1 70% 70% 20% 23% 17% Q.6 10. 10 57% 43% 20% 80% 17% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Q.7 60% 7% 0% 33% Q.8 TEENAGERS MIDLLE AGE ELDERLY ALL PREVIOUS 11. 11 0% 0% 13% 17% 63% 7% Q.11 1(TOTALLY NEGATIVE) 2(MAYBE NEGATIVE) 3(NEUTRAL) 4(MAYBE POSITIVE) 5(TOTALLY POSITIVE) 6(DONT KNOW) 0% 3% 10% 23% 64% 0% Q.12 1(TOTALLY NEGATIVE) 2(MAYBE NEGATIVE) 3(NEUTRAL) 4(MAYBE POSITIVE) 5(TOTALLY POSITIVE 6(DONT KNOW) 12. 12 MODERND DESIRABLE TRENDY BORING RELIABLE ICONIC AMERICAN 50% 26.60% 36.60% 0 16.60% 0 30% 23.30% 46.6 30% 0 26.60% 36.60% 13.33% 13.33% 13.33% 13.33% 23.30% 30% 26.60% 23.30% 0 10% 13.33% 43.30% 0 13.33% 0 0 3.33% 16.60% 16.6 13.33% 13.33% 10% 0% 0% 0% 3.33% 3.33% 3.33% 10% Q.13 Series1 Series2 Series3 Series4 Series5 Series6 1(TOTALLY AGREE) 2(MAYBE AGREE) 3(NEUTRAL) 4(TOTALLY DISAGREE) 5(MAYBE DISAGREE) 6(DONT KNOW) 13. 13 13.30% 40% 30% 0 0% 10% 26.60% 30% 16.60% 13.30% 0 0 36.60% 0 13.30% 13.30% 0 1 2 3 4 5 6 Q.14 KEEPS PROMISES CAN BE TRUSTED IS DIFFERENT 1(TOTALLY AGREE) 2(MAYBE AGREE) 3(NEUTRAL) 4(TOTALLY DISAGREE) 5(MAYBE DISAGREE) 6(DONT KNOW) 14. 14 Converse is a brand that, refers mostly to people aged 16- 24, either male or female with strong educational background who earn their living. They pay much attention to comfort and design and like to mix colors in their outfit. The Converse people like to express themselves through the brand in their everyday life, carrying the brand through their life-time. The attitudes that holds, is that it is meant for good- looking, fun, friendly, unique, confident and athletic personalities. Especially for persons who are open-minded and exciting because they believe it to be most popular among other brands. They perceive the brand to be clearly associated with American lifestyle by being modern and trendy at the same time. It is a very derised brand with nearly iconic features and attributes. 15. 15 The use of informal groups, such as that of my fellow students in the team and my personal friends group helped me to establish a solid base about my brand, my research objectives and methodology, simply by interacting - networking -exchanging thought with each other. Through my interaction with these 2 secondary groups, I identified the values and beliefs that a number of people hold about my brand andd gained a prior insight to the branding universe of Converse. This was important as it helped me to formulate a better questionnaire throught this whole studying period. It was a very interesting process as we had face-2-face communication: - a common goal/motives/fate - Guidance & recognition by other team members - Reduced anxiety & similar contextual meanings concerning the brands and project. With the group I improved my skills, in order to be more successful by applying techniques that provide positive impact on goal achievement and organizational leadership. Each member played a different task role in different times, such as: Initiator/Opinion Seeker/Opinion Giver/Energizer/Coordinator/Harmonizer/Encourager. 16. END16 17. Findings and answers SMART brand personality Dimitris Nikolovgenis 18. Basic information Who -People from the age of 17 to the age of 35 (23 women 17 men) Where -Acharnes street, Patision street Why -Examine the perceptions and understand what people think the SMART personality is 19. Top 3 valuable assets for a car 15 answered price (37,5% of all participants) 10 answered size (25% of all participants and competitive advantage of SMART brand) 7 answered design (17.5% of all participants which is also a characteristic of SMART brand) 20. What if SMART was a person? 33 answered cool, young, adventurous and outgoing (82,5% of all participants) 4 answered unique, humorous and suprising (10% of all participants) 3 answered shy person and introvert (7.5% of all participants) 21. Would it be a woman or a man? And how old would it be? 27 answered it would be a woman (67.5% of all participants) 13 answered it would be a man (32.5% of all participants) 29 answered it would be 21-27 years old (72.5% of all participants) 9 answered it would be 28-35 years old (22.5% of all participants) Only 2 answered that it would be 15-20 years old (5% of all participants) 22. Perception of age of the SMART brand 23. Color and animal associated with the SMART brand In the question about the animal 30 answered salamander which has attributes such as Unisex, Small and Lots of colors (75% of all participants) In the question about the color 34 answered Yellow which has attributes such as Joy, Cheerfulness and Friendliness (85% of all participants) 24. Overall perception about the SMART brand 25 people strongly agreed that it is fashionable and modern (62.5% of all participants) 8 people strongly agreed that it is enjoyable and modern (20% of all participants) 7 maybe disagree that is safe and were neutral about how reliable it is (17.5% of all participants) 25. Group dynamics Family members, friends and people that answered my questionnaires helped me a lot through this research. Also, my fellow students in the group helped me understand the values of the brand and ask the right questions in order to find out the brand personality of SMART. The process was very interesting as we had face-to-face conferences talking about our brands and make brainstorming in order all of us to help each one of us. Together we worked to complete a task in an easier way and reduced anxiety and uncertainty. Inside the group, I definitely improved my communication skills and made me feel more comfortable. I adopted a mindset that helped me with my project and all of us worked great for the same goal. 26. Perception is reality-Key findings According to the findings and the perception of the people that answered the questionnaire, SMART is a fashionable and modern brand. Also, it would most probably be a woman that is cool, young, adventurous and outgoing, at the age of 21 to 27 and her main attributes would be joy, cheerfulness and friendliness. In general, SMART brand is for people who want to feel happy, enjoy their time in their small city car and makes them feel special. 27. ! 28. Alpha Group Brand Equity research Research on Brand Awareness factors in the Group Derbyshire Business School Mediterranean College Business School 29. The present research is performed by Katsantonis Vasilis All of the responses are used for this specific essay. I tried to credit honesty and collaboration in good terms human behavior and trust 30. RESEARCH AIM The research occurs for the module BRAND EQUITY for the Master of Science in Marketing at Derby University. Aim of this research is to find how the perception of the people affects the Brand and its overall value system. In order to value the attributes of the Brand the survey took place near Alpha Bank stores, and targeted on people with different cultures and ages, as long as we had a validated by receipt) transaction with the Bank. Due to the Loyalty metric that we established in the Brand Audit/ 1st part it was imperative to see beyond the banking Known system and examine the awareness factor to every other aspect of the BRAND Research GOAL Research Design We had 6 Questions (six) per Respondent. Total of 40 respondents Total of 240 research questions Research occurred in Alpha Bank / Kolonaki SQ. The most known store of the Bank, Where the group owns the building and also holds art and civil responsibility offices (charities and C.S.R. Department) 31. QUESTIONNAIRE 32. QUESTIONNAIRE 33. DEMOGRAPHICS NO DEMOGRAPHICS IN SPECIFIC HAD BEEN TAKEN DURING THE RESEARCH EVERYBODY IS A CUSTOMER OF THE BANK (OUR MAIN VEHICLE) ALL PROFESSIONS ARE INVOLVED ALL GENDERS AND RACES ARE INCLUDED EXCLUSIONS I DIDNT WANT ANY BANK MEMBER TO PARTICIPATE (POSSIBLE BIEAST) ALL PARTICIPANTS WERE HAVING AT SOME POINT DURING THE DAY, A BANK RECEIPT, OF OUR BANK THE FINAL QUE