Pick three brands: one inexpensive, one moderately priced, and one very expensive. Give a brief description of what the three chosen brands are all about. Then, pick three relevant we-should-shop-there brands that are good examples of INTER-TYPE competition for each chosen brand and explain WHY you think there is a connection between each.
Imagine you are sitting in a room with two doors. When a knock sounds at each, the butler (!) announces that a particular brand is at one entrance to the room (e.g., Adidas), while another brand is at the other (e.g., Nike or Puma or…). Describe each brand in terms of what he or she or they would look like, what would be wearing, what would say on arrival when you went to the door, and what the reason for visiting was. This projective technique, when used in the context of pairs of brands, helps uncover different beliefs, knowledge, images, values and opinions that consumers hold. Either use your 2 competitor brands or use 2 favorite brands in the same product category.