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Borsec orbiter guide ORBITER SESSION GUIDE ORIENTATION QUESTIONS PERCEPTIONS OF BORSEC BRAND ? What are the primary functional bene ?ts of drinking a Borsec ? Why does the customer care about this key functional bene ?t or attribute ? What do the customer

ORBITER SESSION GUIDE ORIENTATION QUESTIONS PERCEPTIONS OF BORSEC BRAND ? What are the primary functional bene ?ts of drinking a Borsec ? Why does the customer care about this key functional bene ?t 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 bene ?ts of the Borsec experience appeals to them the most ? What di ?erentiates 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 things not many people know what would they be List one on each paper ? What bene ?ts do you fundamentally provide customers with ? What business are you really in o What do you actually provide customers with ? How are these features bene ?ts di ?erent 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 o ?er illustrate Page of CORBITER SESSION GUIDE ? What do the colors communicate ? What about the style of bottles ? What do the type of avors communicate ? Winning an award ?? what does that communicate Extrinsic ? What is the brand personality Why Page of CORBITER SESSION GUIDE ? What is the primary emotion associated with the brand ? What does Borsec stand for ?guratively 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 Page of C