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ORBITER SESSION GUIDE Page 1 of 3 ORIENTATION QUESTIONS PERCEPTIONS OF BORSEC B

ORBITER SESSION GUIDE Page 1 of 3 ORIENTATION QUESTIONS PERCEPTIONS OF BORSEC BRAND:  What are the primary functional benefits of drinking a Borsec?  Why does the customer care about this (key functional benefit or attribute)?  What do the customer’s think about Borsec?  What do customers feel about buying a Borsec?  How do customers feel about drinking a Borsec?  What kind of people choose Borsec? What are their values? What are their personality characteristics? o Which benefits of the Borsec experience appeals to them the most?  What differentiates the Borsec from reasonable alternatives?  What is the best thing about drinking a Borsec?  If you could write a PR article for Borsec and had to mention 3 things not many people know, what would they be? List one on each paper.  What benefits do you fundamentally provide customers with?  What business are you really in? o What do you actually provide customers with?  How are these features/benefits different than the other alternatives your customer could choose? Perception based on concept, products and services:  Consider the image of drinking a Borsec. How do the customers consider they appear to others by choosing Borsec?  What does the name Borsec mean for Romanians?  What does the logo say, explain, offer, illustrate? ORBITER SESSION GUIDE Page 2 of 3  What do the colors communicate?  What about the style of bottles?  What do the type of flavors communicate?  Winning an award – what does that communicate Extrinsic:  What is the brand personality? Why? ORBITER SESSION GUIDE Page 3 of 3  What is the primary emotion associated with the brand?  What does Borsec stand for figuratively, not literally?  How do the values and image of America add to the brand experience?  What is the perfect Borsec moment? What does it feel like? Who’s there? What is the atmosphere? IMPERSONATION OF THE BRAND:  If Borsec was an actual person – your neighbor, how would you describe him/her? o Is it a he or a she? - How old? - How would he/she look like? - What would he/she do for a living? - Would he/she have a family? - What about his/her lifestyle? - What values would he/she hold important? - How would he/she spend his/her leisure time?  If Borsec was an animal, what kind would it be? What are the key traits of that animal personality?  If Borsec was an international celebrity, who would it be? What are that celebrity’s key personality traits?  If Borsec was a greeting between two people, how would you describe that greeting? How does that greeting make those people feel? SENSORY ASSOCIATIONS o What does Borsec look like? o What does Borsec smell like? o What does Borsec feel like? o What does Borsec taste like? uploads/Geographie/ borsec-orbiter-guide.pdf