Gender Based Brand Image

Eddy Gonzalez

Dorothy Gajewska

Margaret

Zachary

Brand Image“Impression in the consumers' mind of a

brand’s total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.” BusinessDictionary.com

Why is it Important?

First thought when need arises

Recognition helps sales

Importance of Customer Loyalty

Brand Recognition

TV Commercial’s, Magazine Ads, Infomercials

Sponsorships

Donations

Customer Loyalty

High Percentage of Loyalty is Vital

Maximize Customer Value

Long Lifetime of Customer Loyalty Validates Process

Outline

Gender Based Brands

Male -Axe, Hugo Boss, Just 4 Men and Diesel Female -Secret, Clairol, BeBe and Victoria’s

Secret

Questionnaire DesignPower behind the question

MultichotomousClose-ended

Power behind the answersScaleMemoryComputing

Questionnaire Design Brand Preference study Please take a few minutes to answer questions regarding your experiences with

Branded Items. Under no circumstances will the information be used to identify you; all responses will be kept completely private.

Hugo Boss Clothing Company How familiar are you with this branded line of products? Very Familiar Familiar Neither Familiar Unfamiliar Very

Unfamiliar

How frequently do you purchase this brand of products for your personal use? Frequently Often SometimesNever N/A

How likely are you to recommend this product to a friend? Very unlikely Very Likely Likely Unsure Unlikely

If Hugo Boss came out with a product for your gender, how likely are you to purchase this brand of product for your personal use?

Very Unlikely Very Likely Likely Unsure Unlikely

Questionnaire DesignDemographics

Age

18-24 25-29 30-34 35-39 40-44 45-49 50+Gender

Male FemaleIncome

0-20 ,000 20-40,000 40-75,000 75,000+Race

White Black Asian Hispanic Other

Sampling MethodologyJudgment Sample Method

4 Surveyors100 ParticipantsDiscretionProduct Marketing and Advertising focus

groups

Gender DistributionGender

MaleFemaleMissing

Age DistributionAge

18-2425-2930-3435-3940-4445-49Missing

Statistics / Frequency

100 people 44% Male, 54% FemaleAge

18-24 is 37%25-29 is 27%30-34 is 19%Over 34 is 13%

Income DistributionIncome

0-20,00020-40,00040-75,00075,000+Missing

Income0-20k is 28%20-40k is 39%40-75k is 24%75k + is 8%

Race DistributionRace

WhiteBlackAsianHispanicOtherMissing

RaceWhite 47%Black 11%Asian 8%Hispanic 24%

Data CollectionRandom SampleSchool, work, neighborhoodSelf administered

Data AnalysisStatistical MethodsFrequencyChi- squareAnalysis of Variance (ANOVA)

Chi- Square

Cross Tabulations between product familiarity and gender

Based on the analysis there is a difference between product familiarity between genders

AnovaProduct

Male Female

Purchase Intent Intent after Brand Purchase

Purchase Intent Intent after Brand Purchase

Axe Body Product 2.21 2.05 3.83 2.97

Bebe 3.76 2.90 2.08 2.61

Clairol 3.86 2.81 3.09 2.95

Diesel 2.49 2.80 3.48 2.58

Hugo Boss 3.03 2.87 3.73 2.91

Just 4 Men 3.27 2.92 3.90 3.23

Secret 3.82 2.80 1.53 2.47

Victoria’s Secret 3.77 2.91 1.60 2.32