Report On Brand Relationship InterviewList of few questions asked during the interviewQ1- What is the strongest association with the brand?Q2- What comes to your mind when you think of it?Q3- What is unique about brand?Q4- Have you tried any other brand?

Q-What insights were revealed?I conduct brand relationship interview with three consumer. This study investigates how consumers use brand relationship to shape their self-identities through their choices of brands in various situations. The study reveals that the greater the consumer-brand congruence is, the better the brand relationship quality. However, this relationship remains consistent across utilitarian and symbolic products. These findings suggest that consumers use brands from various product categories in different situations to maintain their consistent self-identities. The main aim was to investigate to what extent do consumers reflect the brand relationship to their self-identities? In order to generalize the interview results, the question, to what extent consumers reflect the brand relationship to their self-identities, is examined that one informants revealed that I bought a pair of Adidas shoe of white color with black outline and red strips on it, whenever I go to play cricket, volleyball, football or go for jogging I use to wear it and It gives me positive feeling because everyone told that you have a very nice pair of shoes. One day while playing football it got torn and I became very sad and I realize the relationship with the Adidas shoes. After that I went to buy a same pair of shoes from the store but it was not available I get little disappointed but I buy another pair of shoe of same color. This finding suggest that when consumers identities are in line with their brands it can be said that consumer have close relationship.

Q-As a brand manager what would you do with this information? As a brand manager I would like to take these issue very serious such as consumers not switching to other brands in a competitive market or consumer asking for a same pair of shoes as it happened in Adidas case. For that as a brand manager researching on consumer markets, monitoring market trends and identifying potential areas where to invest, based upon consumer needs and spending habits, generating names for new and existing product and services coming up with ideas for new packaging design, including shape, size and color.

Q-How might you measure the relationship type, quality and strength revealed in your interview?The relationship type, quality and strength can be measured with the help of mental map and perceptual map and also with the help of graph and can plan for marketing. Consider the positioning of the brand and regular customer feedback. Follow customer buying trend and forecast the upcoming.

Q-Mental map of following brand are as follows:-

NIKE: - quality, cool, expensive, top athletics, clothing, basketball.ADIDAS: - trend setter, stylish, popular, athlete, comfortable, speed.HTC: - fun, modern, clean, easier, quality, simplicity.