Session 13: Categorization

Question 1

Preferred Hotels & Resorts

Answer 1

Categorized by:
Region
Experience
Collection

Question 2

Two Smart Watch Strategies

Answer 2

LG G watch & Samsung Gear S

• both have different niche markets
• LG is upgrading as if it was a regular watch
• Samsung is upgrading the experience

Question 3

Schemas

Answer 3

Beliefs about and knowledge linked to a concept (brand, product, people, etc.)

Question 4

Image

Answer 4

A subset of salient and feeling-related associations stored in a brand schema

Question 5

Haagen- Dazs Developing schemas and images

Answer 5

• All-natural ice cream - uses bees, pear, flowers, and cherries

Question 6

Chobani Developing schemas and images

Answer 6

More than just a snack

Question 7

Brand personality

Answer 7

The set of associations that reflect the personification of the brand.

Like human personality, it’s distinctive and enduring

Question 8

Brand personality: I’m a Mac, I’m a PC

Answer 8

• Depicts that Mac is outdated and can easily contract viruses

Question 9

Brand personality: siri vs amazon echo

Answer 9

Siri: much more sarcastic and straight forward
Alexa: Kind and nice

Question 10

Brand personality: Exciting Brands (youthful, energetic)

Answer 10

1. Virgin Atlantic
2. Aloft Hotel
3. MTV
4. Yahoo!
5. Mountain Dew

Question 11

Brand personality: Sincere Brands (warm, nurturing)

Answer 11

1. Singapore Airlines
2. Ritz-Carlton
3. Hallmark
4. Ford
5. Coca-Cola

Question 12

What is the difference between sincere and warm brands vs exciting brands?

Answer 12

Sincere and warn brands will garner relationship advantages (e.g., Deepened over time; relationship strength)
vs.
Exciting brands are attractive and attention-grabbing (but like short-lived flings)

Question 13

Transgressions with sincere and warm brands vs exciting brands?

Answer 13

Relationships with sincere brands suffered in the wake of transgressions

whereas relationships with exciting brands surprisingly showed signs of re invigoration after such transgressions

Question 14

Brand personality: Modern hotels

Answer 14

Modern hotel names are often short, vague, and misspelled

e.g., jaz in the city, moxy hotels, vib, tune

Question 15

Brand story/biography

Answer 15

• Build brands on rich brand story/brand biography (sort of as a person, how they were born, grew up, and have evolved)
• Differentiate brands in a personal and meaningful way

Question 16

Underdog brand biography

Answer 16

Focuses on modest beginnings, hopes, struggles, perseverance, and hard work - under armour (Michael Phelps)

Question 17

Brand story/biography - Tory Burch

Answer 17

1. Family
2. In Full Color
3. Travel
4. Arts & Interiors
5. The unexpected mix - tomboy and feminine

Question 18

Creating schemas, images, personalities, and brand stories:

Answer 18

1. Help brand positioning and differentiation from the competition
2. Can be also created by brand extensions, licensing, brand alliances, and sponsorship

Question 19

LV Collaboration with Japanese Artist

Answer 19

Collaboration brings publicity and personality to the products

Question 20

Where do you expect to find lemon juice in wegmans?

Answer 20

1. Produce
2. Fish
3. Alcohol related content

Question 21

Taxonomic Categories

Answer 21

• Similar objects in the same category

- Objects in the categories have same features (based on natural relationships or physical properties/attributes)

Question 22

Beers and diapers?

Answer 22

Husbands who are told to purchase diapers also buy beer along the way

Question 23

Coffee peanuts & beer

Answer 23

Position relevant to a goal

- In Japan, people pair coffee peanuts and beer together. The beer company decided to launch this pairing

Question 24

Goal-derived categories

Answer 24

• Contain things relevant to a goal
• Focus on consumer need rather than product form
• We use rules/experience to create these

Question 25

25,000 Pyramid

Answer 25

Goal-derived categories

Question 26

Jamba Juice - Goal Derived cateogries

Answer 26

Functional smoothies | Fit N Fruitful Smoothies

Question 27

A goal- or benefit-based categorization vs. attribute- or feature-based categorization leads to

Answer 27

1. A more abstract mindset 2. A greater perceived assortment similarity 3. A greater satisfaction with the second choice option when the first choice option is not available 4. Selection of lower-priced items

Question 28

Re positioning

Answer 28

Can use placement to change consumer perceptions - Icy Mint Gum - placed in snack or dental section - Dried Fruits - placed in produce or snack section

Question 29

Newer Trends in Category Design with Hertz Cars

Answer 29

- Green Collection, Fun Collection, Hertz Prestige Collection