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Q1. Using the brand equity framework discussed in Lecture I (fig. 2.1 Shimp 7th ed text, p34) write down all the personal associations the Jim Beam brand holds for you. Then, visit the Jim Beam Web site http://www.jimbeam.com.au and identify which of your personal associations are reinforced and provide specific examples of this reinforcement. After leaving the site, write down any new personal associations you have with Jim Beam and how the site created these associations.
The types of brand associations included in the brand equity framework include attributes, benefits and overall evaluation. The attributes connected with the Jim Bean brand in my view include the product related, where I feel the design is very original, the size is convenient, and the cans portray aesthetically pleasing colours. The non-product related attributes include the packaging, which with the new 10 block packs, is sleek and stylish, the price is among the current RTD range standards, and the user image includes simple, hard-working Aussie blokes. The other non-product attribute I associate Jim Bean with is the Jim Bean girls. The Jim Bean girls are always club hoping giving away free things and promoting a fun, sexy side to the alcoholic beverage. The benefits Jim Bean offers me personally is the alcoholic content, which works on the simple functional level of getting me drunk, the symbolic benefit of the beverage being one of my personal first drinks to drink on a regular basis when very young, and the taste now reminds me of good times and early party days. My overall attitude towards Jim Bean is the alcoholic beverage is aimed for laborers, has hot women degraded for laborers, and is for the simple alcoholic drinker. I do enjoy drinking the occasional Jim Bean, but for me, the beverage is simply bourbon.
After visiting the Jim Bean website I found reinforcement

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