Think about the life stories of our three informants and the quotes regarding the brands they

use. Analyze
if:

1. Is it appropriate to say that these consumers have formed relationships with the brands they know and
use? In what ways yes, in what ways no?
2. What kinds of connections form between consumers and their closely held brands?
3. Are these connections specific to individual brands, or can patterns be identified across brands in a
given consumer's portfolio?
4. Can you think of ways to summarize and describe these relationships in ways that might be
managerially useful? Which brand relationships would you describe as especially strong and enduring?
What makes you describe these as "strong"? If you wanted to measure the strength or quality of a
brand relationship, what questions would you ask the consumer?
5. Why do some relationships decline and dissolve while others intensify and endure?
6. If you had to predict three consumer-brand relationships that would endure five years after these initial
interviews, which would you select? Why those?