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Unformatted text preview: M E M O R A N D U M TO: Dr. John Murphy and Melissa Martin FROM: Jacob McLaughlin (Tuesday 6-7) DATE: March 21, 2011 RE: Major Project #2 -- Brand Mind Map and Marketing Implications (a) What is the single most important consumer behavior insight revealed about the subject in the brand mind map? The single most important consumer behavior insight revealed about the subject in the brand mind map was her complete and total satisfaction and happiness received by eating at Chick-fil-A. When Brooke eats at Chick-fil- A, her experience there is unlike any other restaurant; in that, Chick-fil-A has provided her with positive experiences throughout her entire life. When she walks into Chick-fil-A, she is able to reflect on her prior experiences. Throughout her life, Brooke was able to experience Chick-fil-A quite frequently and fall in love with the food at an early age. The friendly environment and wonderful food provided by the staff, allows Brooke to associate Chick-fil- A with important family interaction, relationship building among peers, a place of celebration, and an overall positive experience. Brookes happiness and complete satisfaction induced by Chick-fil-A is due to her positive past positive experience....
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This note was uploaded on 04/30/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.
- Spring '07