Canned Food Fournier Describes Consumers as Having

Canned Food

Fournier describes consumers as having relationships with different brands. What Fournier means by this is that for any given brand, consumers ascribe to that brand a distinct set of attributes. This allows them to form a relationship with the brand that is independent of any particular product. This relationship is not necessarily one-dimensional, either. The brand has no feelings, but it can communicate to the consumer through the products associated with that brand and through the marketing messages that are associated with that brand by the consumer.

The category is canned foods. The products chosen are Spam and Heinz Baked Beans. I believe that consumers do have relationships with both of these brands. They are iconic brands in their categories. Consumers are exposed to both of these products at an early age, and may have an emotional attachment based on childhood nostalgia. For others, the product still resonates with comfort, convenience or simply personal tradition. Most consumers, but especially those who purchase those products, have some impression of the brand that goes beyond the attributes of the product inside the can.

3. I do not believe that consumers have relationships with all brands. The relationship metaphor is effective because it highlights that there needs to be a series of interactions with the brand in order for a relationship to form. Most consumers have little relationship with most brands, only having a relationship with a few dozen or hundred brands that are regularly encountered. Because many consumers are brand-conscious, it may seem as though brand relationships form frequently, but they are not universal. From personal experience, and applying the relationship metaphor, there are a number of brands with which I have no relationship because I seldom if ever have any interaction with them.

The main argument against Fournier's theory is that inanimate objects cannot form relationships. However, this is a fundamental misunderstanding of the concept. Only the consumer forms the relationship. The consumer, in doing so, ascribes traits to the brand, anthropomorphizing it. This allows the consumer to form a relationship with the brand, despite the inanimate nature of the brand itself.

4. The distribution strategies for Spam and Heinz Baked Beans would be similar. Both products have a long-established brand that resonates with a wide range of consumers. Most consumers will be familiar with the brands and have some emotional association with those brands. In order to instill the intention to purchase, the company needs to focus on broad distribution of the products. The distribution strategy is based on creating visibility for the products. Not only does this keep the brand associations that form the basis of the relationship alive, but broad distribution creates more opportunities for the brand relationship to induce purchase.