Q2) Think about the pool of brand relationships in the case.

Can you think of ways to summarize and describe these relationships in ways that might be managerially useful?

Brand Relationship Management

An integrated effort to establish, maintain, and enhance relationships between a brand and its consumers, and to continuously strengthen these relationships through interactive, individualized and value-added contacts, and a mutual exchange and fulfilment of promises over a long period of time. The effectiveness of Brand Relationship Management is consequently dependent upon customer data and the way in which it is gathered, managed and turned into actionable information. The execution of refined Brand Relationship Management requires: A deep understanding of customer expectations, attitude and behaviour through a well organized and managed customer database. o Innovative customer strategies, which are based on the results of thorough customer analysis and which, consequently, address the major issues pointed out by the analysis.
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In order to achieve, brand loyalty & a long term relationship with their consumers, managers have realized the importance of brand relationship by studying & conducting market research on consumer behaviour in different situations.

Managers around the globe continue to use research on consumer behaviour for customer retention. Many have been taking steps to improve, rather than just monitor, the strength of their customer relationships.

Brand Relationship is driven by the following factors: a. b. c. d. e. f. g. Trust Consistency Accessibility Responsiveness Commitment Affinity Liking

The following factors of trust, consistency, commitment, accessibility give an unprecedented insight to brand mangers for increasing their product & brand value.

Following are the Managerial Implications from Jeans case:

a) Jean's beliefs in tradition and heritage help circum-scribe likely candidates for her
"best brands" portfolio. She prefers "the old way of doing things" and has no doubt that "things made 20 years ago are better than the junk they sell you today." Accordingly, many of Jean's commitments are to classic brands that have demonstrated their reliability over time. Long-standing brands are re-spected for the wisdom of their experience, a wisdom for which there is no substitute. Thus, a manger need to understand & respect certain attachments consumers develop with brand over a period of time & should keep all his marketing strategies in sync with this thought, especially with classic & heritage brands who sell on nostalgia & a trust which has been created over decades. Examples of brands which have garnered trust over the years from Jeans case are: a) Frigidaire b) General Electric

b) Jean bestows the "best" label only after an involved and diligent process reveals
one of an array of brand alternatives as the ultimate performer. Once a victor, how-ever, not always the champion. Because of their significance to her sense of self, Jeans chosen brands are tested against able competitors throughout time and are ousted from the portfolio if performance appears lacking. The managerial implication from this case is that quality & reliability are the foremost for any consumer. Marketing & advertising can lead to a trial purchase but in order to create a lasting relationship with the consumer quality is foremost. Examples of brands which have been a part of Jeans portfolio, just for the sole incidence of a high quality product are: a) Comet b) Aussie Miracle c) Tide d) Demoulas d) Ham from Honey-of-a ham store.

Case 2 a) The bulk of Karen' s brand behaviours make a statement that there are indeed more important things than consumer products occupying her thoughts. Karen expresses general difficulty in recounting stories related to her brands and colours her entire consumer experience with levels of low involvement. It can be cleary pointed out that accessibility & top of min recall is a very important for consumers on the go. Just being a high quality product is not enough for creating a continued brand relationship. Examples of brands which have been a part of Jeans portfolio, just for the sole incidence of accessibility are: Tide , Lipstick

b) Single-mother status has sensitized Karen to issues of finance never experienced before. Now more attentive to sales, considerate of coupons, and willing to stockpile bargains, Karen has broadened her brand consideration sets to maximize chances of saving money. A manager thus realizes, keeping aside everything, the price factor can be a make or break aspect for consumers in certain situations. Thus, sales promotions, discounts , deals play a decisive role in instigating first time & repeat purchase. Examples of brands which have been a part of Jeans portfolio, just for the sole incidence of price leadership , deals & discounts are: Cheer Detergent