Thailand's Boon Rawd Brewery conducted a brand personification study and found that Leo,a local beer,was perceived to have a mature personality that values Thai heritage.Singha,another local beer,was perceived as having an international Thai personality - someone who is modern and proud to be a Thai,and yet a citizen of the world with international ambitions.Heineken was viewed as the Master European Brewer,while Chang,a low-cost beer targeted at the rural market,had no clear brand personality.Which of the following qualitative research approaches relates to the approach described above?

Question

Quizplus · Accepted Answer

The approach described above is brand personification, which involves giving brands human-like traits and characteristics to make them more relatable and appealing to consumers. Projective techniques involve asking consumers to project their thoughts and feelings onto a brand, visualization involves showing consumers images or videos to evoke emotions and responses, laddering involves asking consumers about the underlying values and motivations behind their purchasing decisions, and brand architecture involves analyzing the relationships between a company's brand portfolio. None of these approaches are directly related to the brand personification study described in the question.

Thailand's Boon Rawd Brewery Conducted a Brand Personification Study and Found