ORBITER SESSION GUIDE

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 customers 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?

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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?

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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?
Whos 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 celebritys 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?

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