The book The Human Brand focuses on the dimensions of warmth and competence to understand brand loyalty and to develop strategy for brands.
Please answer the following two questions (a and b) about The Human
Brand. (20 points total, one page max total for both items)
a. Examine the paradigm of warmth and competence presented in the
book by referring to the chart on page 134 (Figure 6.1: Composite
Warmth and Competence Ratings Across Multiple Studies). (10 pts,
8 sentences max)
● Select a brand from the chart that you are familiar with
and whose ratings surprise you. Analyze your personal
perceptions of the brand in terms of the dimensions of
warmth and competence. Assess whether you would rate
the company as high, low, or neutral on each dimension,
providing reasons to support your evaluation.
● Indicate the quadrant in which your own rating would fall
and discuss if it differs from (or aligns with) the data
presented in the chart.
● In your analysis, consider factors such as your personal
experiences, interactions with the brand, and overall
impressions. Briefly discuss how these perceptions may
have influenced your evaluation of the brand’s warmth
and competence, and speculate on potential reasons
behind the disparity between your perception and the
data.
b. How does Fournier’s consumer-brand relationship framework differ
from the warmth/competence paradigm, and how does it shape brand
experiences? (10 pts, 8 sentences max)
● Describe how Fournier’s consumer-brand relationships
framework differs from the warmth/competence paradigm.
● Select two brand relationship types and discuss how
consumer engagement with a brand could vary following
brand failure, such as direct negative customer experiences
or disappointing corporate practices.