It was a lot of fun interviewing all my 'subjects'. Who would have thought such a simple question can be so difficult to answer ... and some were even caught speechless. There were a wide range of brands mentioned literally covering head to toe (from sunglasses to shoes) and from international to local brands. Favourite brands mentioned were basically centered around their personal hobbies or likes.
What really intrigued me was that many of them knew which brands they liked immediately but could not really explain why, or pinpoint for exactly what reasons. Leading me to think that they were swayed big time by the brand persona and not the product itself. Quality of the product is of upmost importance and cropped up in all the interviews. Interviewees also liked products that were 'customisable' to fit their needs and style .. rather than one size fits all. However mass the brand ... interviewees were attracted to some exclusiveness, i.e. standing out from others. Pricing wise, interviewees seem to wanna get value out of the product (this could probably be skewed by my sample). Also noted that most of them were loyalists ... meaning that once they like a brand ... they stick to it for a long time. From the interviews i can draw that there is a huge intangible value attached to brands ... but common success factors are high quality, unique, differentiated and allows the consumer 'to live larger than life'.
My personal wow brand is Starbucks ... i like the name, the logo, the quality, the atmosphere, the service, the smell, the feeling of sipping a cup of hot starbucks coffee ... k im getting carried away ... its just a cup of coffee in a branded paper cup!
Thanks guys for being such interesting 'subjects'! =)
Kevin T.
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