Beanie Babies: a case study in the engineering of a high‐involvement/relationship‐prone brand

Provides an example of a firm’s use of distinguishing product attributes to engineer and nurture strong consumer‐brand relationships. Ty Inc., manufacturer of the popular Beanie Babies brand, has effectively engineered the brand to incorporate attributes of nostalgic value, personification, uniqueness, facilitation, engagement, aesthetic appeal, quality/excellence, association, social visibility and image congruence, and price risk. By incorporating these attributes and actively nurturing consumer‐brand relationships, Ty has benefited from greater customer satisfaction, which has led to higher purchase volumes, brand loyalty, and positive word‐of‐mouth communications. The straightforward methodology used to examine customer perceptions of Beanie Babies involved asking respondents to rate Beanie Babies on the ten characteristics associated with high‐involvement, relationship‐prone products. The same measurement approach could be easily replicated by managers of other firms to evaluate the relational potency of their own brands.