Brand Εquitty Research: Converse Case Study

An empirical investigation of brand attributes

Derbyshire Business SchoolMediterranean College Business School

Spyros Langkos

[email protected]

2

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 today’s 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

6

33%

13%

54%

EMPLOYMENT

YES NO STUDENT

N=30 People

63%

37%

0%

AGES

16-24

25-235

>35

50%50%

GENDER

MΑΝ WOMAN

37%

43%

20%

EDUCATION

HIGHSCHOOL UNIVERSITY POSTGRADUAET

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

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

0% 20% 40% 60%

Creative

Classical

Masculine

Unique

Conventional

Creative Classical Masculine UniqueConvention

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 InfluentialGood

lookingSexy

Series1 37% 13% 27% 93% 30%

Q.6

0% 20% 40% 60% 80%

Athletic

Confident

Corporate

Feminine

Sophisticated

Athletic Confident Corporate FeminineSophisticat

ed

Series1 70% 70% 20% 23% 17%

Q.6

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

0% 0%

13%

17%

63%

7%

Q.11

1(TOTALLY NEGATIVE)

2(MAYBE NEGATIVE)

3(NEUTRAL)

4(MAYBE POSITIVE)

5(TOTALLY POSITIVE)

6(DON’T KNOW) 0%

3%

10%

23%

64%

0%

Q.12

1(TOTALLY NEGATIVE)

2(MAYBE NEGATIVE)

3(NEUTRAL)

4(MAYBE POSITIVE)

5(TOTALLY POSITIVE

6(DON’T KNOW)

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(DON’T KNOW)

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(DON’T KNOW)

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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.

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The use of informal groups, such as that of my fellow students in the team

and my personal friend’s 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.

Findings and answers

SMART brand personality

Dimitris Nikolovgenis

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

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)

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)

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)

Perception of age of the SMART brand

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)

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)

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.

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.

Alpha Group Brand Equity research

Research on Brand Awareness factors in the Group

Derbyshire Business SchoolMediterranean College Business School

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

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)

QUESTIONNAIRE

DEMOGRAPHICS

NO DEMOGRAPHICS IN SPECIFIC HAD BEEN TAKEN DURING THE RESEARCH

EVERYBODY IS A CUSTOMER OF THE BANK (OUR MAIN VEHICLE)ALL PROFESSIONS ARE INVOLVEDALL GENDERS AND RACES ARE INCLUDED

EXCLUSIONS

I DIDN’T WANT ANY BANK MEMBER TO PARTICIPATE (POSSIBLE BIEAST)ALL PARTICIPANTS WERE HAVING AT SOME POINT DURING THE DAY, A BANK RECEIPT, OF OUR BANKTHE FINAL QUESTION IS FOR CUSTOMER’S EXPECTATIONS OBSERVATION

RESEARCH KEY EXPLAINING

QUESTION 1: SHOWS THE FAMILY VALUES WE HOLD IN OUR ORGANIZATION AND WE TRY TO FIGURE OUT THE STRENGTH BOND THEY HAVE WITH USQUESTION 2: ADMITS THE SOCIETAL BONDING OF OUR GROUP TO THE PEOPLE’S LIVESQUESTION 3:WE TRY TO AKNOWLEDGE WHETHER THEY ARE FAMILIAR TO OUR PARTICIPATION IN ART AND SCIENCEQUESTION 4: IT IS OUR CONCERN TO SEE WHETHER OUR ROOTS AND TRADITION ARE VALUED

RESEARCH KEY EXPLAININGQUESTION 5: IT IS ONE OF OUR MOST IMPORTANT QUESTIONS, DUE TO THE FACT , THAT WE GIVE THEM MORE THAN ONE CHOICE(BUT WITH OUR DEFINITION)TRYING TO FIND OUT HOW THEY ARE EMOTIONALLY AFFECTED,BY AKNOWLEDGING OUR BRANDQUESTION 6: ARE YOU ALLIGNED WITH US, OR DO YOU FEEL “LEFT ALONE” AND ABANDONED BY US?A QUESTION , THAT AIMS TO THE PERCEPTION OF OUR BRAND IN “REAL” ASPECTS AND FEELINGS

SUGGESTION (Q 7) Feel involved, tell us your immediate needs, show us where you need us to be, make your need acknowledged. WE Thank you for your time and effort, and since you have been so kind to us, you deserve from us, to be someone nice to your life. Show us the way

RESEARCH KEY FINDINGS

Series 1

Series 2

0

10

20

30

40

PARENT SIBLING

Question 1


Money

More Ways

More Ways

Series 1

0

5

10

15

20

5 /40 didn’t choose any answer by themselves. JUST NOT MONEY

Question 2


Question 3

NO

YES


Question 4

0

10

20

30

40

Hospitality CareTrust

YES

NO


Question 5

0

5

10

15

20

25

30

35

40


Question 6

0% 20% 40% 60% 80% 100%

SCALE 1

SCALE 2

SCALE 3

SCALE 4

SCALE 5

"Your Strength"

"Our Strength"

FINAL KEY FINDINGS

Our Most evident aspect comes from the injustice the people perceive they have been inflicted. According to them, even thought we gain strength by them, they feel underprivileged to us.They have Almost NO AWARENESS, of our civil activities and action in General.There is one perception conflict though, It is proven by the Color question.Where you find a belief that we remind them of a sick banking System, and they have high recognition of our “colors”. This shows us the alignment of our group to something sick. Since they don’t trust us, and think we don’t care, is of great value the fact, that they still have a nice experience, while visiting our stores. And perhaps they want the overall experience to be a great one, but important attributes of our Brand, are with a negative Sign.

The only thing that saves us is the need they have as “kids” to be protected or affiliated, and that has in conclusion of raising the bar in the LOYALTY attribute.

FINAL KEY FINDINGS Suggestion was of great surprise.

It had showed us that they don’t really care about monetary aspects and rewards.

They showed us that their need had to do, with the society, to be healthier,and perhaps feel happier to live within it.

Imagine that you have a bank. “SKY is the limit”. No rules. No limitations

They showed us that they would prefer us to be more activein the societal bonding. To offer MUCH MOREThey felt that we had to be more involved in everything. The funny part is, that when I reminded them: of our many scholarships, the great funding for athletes, the Olympic Games ”Grand Sponsorship”, Our collaborations to many museums and artistic places.

They tried to remember, if it was us or someone else.

FINAL KEY FINDINGSThe Brand Awareness was essential to me.

I discovered, that a customer, may be loyal to a brand but feel frightened and underestimated at the same time.

They have been our clients for many years, they are bombarded by our messages and social collaborations EVERY DAY , Yet in their mind we are ONLY part of a system. A brand aligned to something ugly and sick.

They have HOPE that “their” Brand will show them it was worth it.

My greatest fear is that, the promotional activities, hit a social wall, and the current situation in the country tremendously affects our BRAND.

The message of optimism, is that they might don’t know, that we try in the societal aspects and common activities, as much, but the important message is that it is up to us to change it all

Because: THEY ALL KNOW US, AND ARE LOYAL TO US

GROUP DYNAMICS

Many factors contributed to the final questionnaire and assembly of the overall Task. The tutor by giving feedback and drugging me away from Corporate strategy, to more Brand oriented. My fellow classmates, with which I evaded many trapsduring our meetings. There was also the extension of fellow workers and relative affiliations that suggested and proposed many things. These SECONDARY subgroups helped me assembly a questionnaire that was up to the task. The overall survey had great value to me, because I saw younger peoplethink and work, and they influenced me with their enthusiasm and drive It was also important to set under a democratic state a prosperous survey, and have everyone highly involvedThat made me feel more relaxed and assured that the team benefit will help the overall model of activation and that resulted to a happy feeling of achievement and collaboration

A graphic designer, a social media activist, an operation manager anda promotion director were my team, THE WERE NOT JUSTSPYROS, DIMITRIS, KOSTANTINOS AND PARASKEVI

THANK YOU

A PRESENTATION MADE BY

KATSANTONIS VASILIS

Results of the research for LactaKonstantinos Dounias

The object of research

• My research includes 30 questionnaires with 13 questions and 390 answers asking both male and female citizens most of them in age of 16-24 which was my target group.

• My main object was to confirm that the level of involvement of Lacta’s consumers is very high.

Finally to illustrate some attributes and the perception of people about Lacta’s brand personality.

Lacta’s Brand personality

• In question 2 “The love of your life does not have a colour. If it had a human shape ,what would it be ?” 60% of people answered a teenage girl (sweet ,active)

Do you believe that “your sweetest part of your lives” represents worthily itself on its FB page?

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes

No

Group Dynamics

• My friends and some of my relatives and family members have helped me to approach my object by giving their own opinions and views about my research.

• My colleagues gave me psychological support when I felt anxious, great ideas about the structure of my questionnaire and they led me to the right path by cancelling the questions that were product oriented. We had an excellent brainstorming

• I adopt a strategy of acquaintance and humor with the respondents in order to answer with relax mood and sincerity to my questions

• It was a great experience and I believe that I developed my skills in face to face communication through this research

Conclusion

From this research I realised that people don’t have a clear and accurate view about the age of Lacta.

The level of involvement is high for the consumers especially in facebook applications

Peoples perception about Lacta’s brand personality is a sweet and active teenage girl that is passionate and always in love.

Appendix Lacta’s Questionnaire

•This research is specially designed for the brand Toi&moi. Consumer perceptions, brand personality, attributes and brand awareness are the main meeting points in this survey of 18 questions. (x30 respondents, Regions: the centre of Athens, Chaidari & Marousi)

•Key findings through numerical results and statistics will be examined.

•An overall sense of brand’s personality will be discussed as well as the main question:

“How Toi&moi, as a woman, looks like?”

Gender

Male

Female

16,6%

83,3%

Ages

16-24

25-4590%

10%

0

2

4

6

8

10

12

Q.1

Maybe Yes

Yes

No

26,6%80%

13,3%

Q.5

16-24

25-34

35-45

23,3%

66,6%

Q.610%

0 2 4 6 8 10

Bodycon Dress

Feminine Suit

Loose top & casual pants

Stretch jeans & fashion T-shirt

Pencil skirt & shirt

Q.7

0

2

4

6

8

10

12

14

Black White Red Pink Gray Other

Q.910%

Q.11

0 10 20 30

Basic/ Occasion wear

Office outfit

Casual/ All day wear

Neutral

Very Valuable

Unique

Q.12

0 10 20 30

Happy

Confident

Glamorous

Good Looking

Unique

Neutral

Agree

Strongly Agree

Q.18

Agree

Strongly Agree

Neutral

53,3%33,3%

13,3%

Overall

“How Toi&moi, as a woman, looks like?”

She is rather pretty and successful than friendly and approachable. Her age is estimated between 25-34. She would choose to wear a pink bodycon dress or maybe a black feminine suit. She feels confident and good looking in her clothes and she is considered a fashionable figure.

•From focus groups, it come out useful information about the differentiation strength of my brand and some relevant attributes.

•My group was really supportive during the whole process of investigation. I feel that I had feedback, help and guidance from good friends. It was a very nice experience and I really enjoyed the multi tasking role of each member per case.

•It is impressive how a common goal, accompanied with extra will, can achieve that expectations!

•Definitely my dim research skills have improved as well as my ability to apply techniques and graphic models with methodology.

•Hoping that it was a pleasant process for them as well, I want to thank them all for letting me… be me!

Thank you!

Brand Εquitty Research: Converse Case Study

Education

Transcript of Brand Εquitty Research: Converse Case Study