1. Perceptual Maps & Word Clouds

2. Q. 23 Brand Ambassadors/Spokespeople
Q. For each of the brand ambassadors/spokespeople, with which brands, if any, do you associate each one?

3. Q. 25 Sports Associations
Q. Some people associate certain brands of exercise, sports and athletic shoes with certain sports. For each of the following sports, please indicate which brands you associate with that sport.

4. Q. 26 Brand Associations
Q. For each of the statements listed below, please indicate which brands, if any, you think that phrase describes. There are no right or wrong answers – we’re only interested in your opinions.

5. Q. 27 Brand Perceptions
Q. For each of these phrases, please indicate which brands you think the phrase describes. There are no right or wrong answers - we’re only interested in your opinions.

6. Q. 28/29 Brand Personality
Q. Now we’d like you to think about these brands of sneakers a little differently than you normally do - as if they weren’t sneakers, rather actual people that you knew – as if they came to life as real people. Based on what you have seen and heard about these “people”, please indicate which of these “people” are described by each statement. Again, you can select one, some, or all of the companies for each statement.

7. Q. 30 Brand Image
Q. Now imagine that each the brands listed below could talk. For each statement below, please indicate which brand or brands you think would say that.

8. Q. 31 Type of Party
Q. Still thinking about these brands as people, based on the “personality” and “character” of each, we’d like you to imagine that each of these “people” were hosting a party. What type of party would each person have?

9. Q. 32 Party Guests
Q. And still thinking about a party hosted by each of the following brands, what type of guests do you think would be at each brand’s party?

10. Q. 34 Nike Tattoo
Q. Now imagine that Nike was the only tattoo available, so you had to get it. Where on your body would you put it?

11. Q. 35 Puma Tattoo
Q. Now imagine that Puma was the only tattoo available, so you had to get it. Where on your body would you put it?

12. Q. 36 Puma TOM Associations
Q. When you think about Puma, what three words come to your mind first?

13. Q. 37 Puma Description
Q. If you had to describe Puma to someone who had never heard of it, what would you tell them about Puma?

14. Q. 39 Likelihood to Consider Puma Reasons
Likely
Not Likely
Q. Why do you say that?

15. Q. 43 Puma as a Country
Q. Imagine that instead of being a footwear brand, Puma was a country. What country would it be?