This chapter will reflect on the purpose of the paper in terms of the consumer behavior and perceptions prevailing in the Danish microbrew industry as identified through the analysis and the understanding of how to enhance the communication efforts undertaken by the microbreweries derived from this, as well as, how that (combined with consumer insights), have enabled a recommendation on how to improve the brand equity of Fur Bryghus ApS. Thus, concluding upon the learnings, the implications of these in relation to applied frameworks, and resulting recommendation. Conclusively, reflections upon the findings are offered.
13.1 SUMMING UP
To identify the consumer behavior and their perceptions existing in the microbrew category certain theoretical measures were applied and combined with empirical data.
The approach was thus to obtain knowledge on behavior through insights into decision making paradigms and the formation of loyalty as found in the category. For that purpose, the framework on Decision Making by Assael was applied, revealing that the majority of microbrew consumer make decisions based upon a low perceived risk of undertaking a purchase and only seeking the minimum information required to make a decision, thus resulting in short decision time, passive learning of information, a variety seeking behavior and a category need that was relatively easily fulfilled – in short, the majority of consumers undergo limited decision making.
To assess the degree of loyalty, a two dimensional construct by Backman & Crompton was presented, aiding in descriptively illustrating that loyalty formations do not rely only upon the behavior undertaken, but also the attitude towards the brand and thereby paving the way to the application of the Revised Psychological Continuum Model by Funk & James. Through its usage (processes and stage based outcomes), it was determined that the majority of microbrew consumers are attracted to one or more brands, being very aware of the brands found in the category, and the reliance on the brands to fulfill both social and individual needs, while simultaneously being prone to switch brands despite of traits of an attraction to favored brands.
An understanding of the perceptions held by the consumers, and the influencers of these, was derived by emphasizing communication objectives and the benefits employed within the category, as well as, the relationship towards the Fur brand. The application of empirical data relative to
117 communication objectives revealed that the category need generally is well established, and furthermore based upon positive motivations for engaging in microbrew consumption. Brand awareness and brand attitude were found to be the primary communication objectives, the latter considered crucial as to differentiate a brand in an increasingly homogenous market clustered with brands all claiming superior quality, as well as, to portray the benefits held by the brand. Thereby, it was found that benefits, primarily to be communicated via the labeling on bottles, should relate to:
special ingredients, storytelling related to the color and taste, vivid labels congruently branding a, desirably, broad product portfolio and thereby leveraging the promise of indulgence in quality brew.
Knowledge on the relationship to be found in the category towards the Fur brand was derived by categorizing perceptions in relation to the Customer Based Brand Equity Pyramid by Keller.
Through its hierarchical approach it was determined that the Fur brand had a weak brand identity resulting from poor unaided brand recall, illustrating a poor connection to category need, and lacking brand recognition in terms of limited usage situations, as well as, a labeling deprived of recognition by the majority of its consumers when shown without “Fur”, but with the remains of the design, text, and symbols. Additionally, brand meaning suffered from a, primarily, lacking strength of benefits and in particular that which could be leveraged as a point of differentiation – the water filtered through layers of volcanic-ashes. Thus, resulting in weak brand responses that combined with the brand identity and meaning make up for a low and absent brand relationship of the Fur brand.
Ultimately, above implications for the Danish microbreweries resulted in a set of recommendations to enhance the communication efforts being employed by Danish microbreweries.
Recommendations for creating brand awareness were to offer an intriguing communication of an awaiting experience of indulgence, best represented through the label, as to create trial and hereby instigate brand-switching, while also noting that this could be sustained via the application of brand purchase intention as a communication objective. As to fulfill the outcomes sought by consumers attracted to a brand, and to create this process, it was emphasized that the benefits ideally should relate to taste, special ingredients, and experience, while labeling should be consistent across the portfolio and signal quality through a vivid appeal. Finally, it was found that relationship initiatives purposefully could enhance the loyalty formation and should be leveraged via labels, and electronic media at the disposal of the brewery. The recommendations as to enhance brand attachment (and potentially allegiance) were to consider that this group of consumers utilized the brand for more
118 than mere indulgence through taste and social utility needs, but related to the brand in terms of values portrayed. Thus, sponsorship was emphasized as an ideal opportunity for microbreweries to associate values to their brand, both to strengthen existing corporate values, as well as, to obtain unique values. Finally, events through which consumers could engage with the brewery, its products and head-brewer, were emphasized as a means to enhance both the loyalty formation of the aware, attracted and attached to the brand in question.
In continuation, the general recommendations were conceptualized for Fur to address the state of the brand equity of Fur, while suggestions to practical measures to be taken by Fur were offered.
Thus, an overarching recommendation for Fur is to change their visual identity expressed through their labeling as it does not meet its purpose. For that reason new labels have been presented.
Considerations to purchase paradigms and consumer preferences have lead to this label-creation in order to signal value for money, benefit description of the water, color and taste of the product and congruently communicating the entire portfolio in a vivid manner.
Additionally, a new payoff represented by “Fur Bryghus – Smag i udbrud” (i.e. Fur Bryghus – eruption of taste) has been offered to give reference to the benefits held by the brand. In relation to labels, and all other communication channels, it was noted that Fur must emphasize the benefit of their water, creating a unique full-bodied beer, and not merely that it is filtered through sedimentary layers of volcanic-ashes. Also, examples of events have been offered, as to engage with their users and create trial, enhance loyalty formations, and obtain broad media exposure through partners.
Finally, an endorsement of relevant entities has been recommended to aid in enhancing brand imagery and for that purpose a sponsorship of the Danish Association of Mountain-climbers and the Geological Society of Denmark has been put forth, as these have values that by association will aid Fur in leveraging of their point of differentiation – for that purpose suggestions for activation of the endorsement were offered. The final recommendation for Fur has not been directed at communication initiatives per se, but an appeal to recognize that their target group, as proved by the empirical data, encompass consumers under 30, while also noting that their current perception of how their brand is viewed is wrong by being too positive, but however arguing, that the recommendations would be communication initiatives to enhance their brand equity.
In conclusion, to obtain a majority of highly allegiant followers seems to be an unattainable goal for any Danish microbrewery, while creating brand attachment is deemed possible, but not for a larger
119 part of the consumers of a brand – however, as stated, applying the highlighted recommendations will assist any brand in delivering on valuable determinants, particularly relating to brand identity and brand meaning, and thereby enhancing outcomes related to attraction and thus the brand equity.
13.2 REFLECTIONS
Through the analysis of consumer behavior and perceptions within the microbrew category it is found, that it is extremely difficult for a microbrewery to obtain a group of allegiant consumers of relative importance. The very nature of microbrew consumption, i.e. the category need, is somewhat based upon a disloyalty as consumers constantly seek new experiences, while the market is built upon a homogenous product (and arguably brand) offering and thus, even a group of attached consumers of relative size will be hard to achieve – however not impossible. Via a broad microbrew portfolio and a branding practice that differentiates the given brand from the competitors it is found, that it is possible to attract the majority of the users within the category and thus enhance the equity of the brand, and possibly even earn truly loyal consumers. This in turn requires an optimal product appearance in the stores, but even more so a marketing of the brand that is based upon product insights in terms of what benefits that may be delivered as well as market insight, in terms of which of these that are valued and potentially unique. If adhering to these notions, the given microbrewery will not necessarily become a select brand for all microbrew consumers, but none the less be likely to improve its branding practice and thus enhance the brand equity.