Nespresso is a premium capsule coffee produced by Nestle. The company, in its commercials, adopts a differentiation strategy through an image of exclusivity, based on high-quality products, and premium pricing. A key driver of Nespresso's exclusivity approach is to focus on the ideal moment of enjoying a great coffee and to live a surreal experience that is loved by consumers. Consumers believe that buying Nespresso products makes them members of an exclusive club of like-minded "caf connoisseurs". Thus, the company positions itself as a luxury brand and creates a sense of belonging to an elite group of customers which justifies prices that are considerably higher than market average. The claim "Nespresso, what else?" perfectly gives the idea that the coffee break becomes one of the higher and most important moment of the day, emphasizing the possibility to reach the highest pick of pleasure.

1. In your opinion what could be the senses that could Nespresso promote its product?
2. State with evidence from the case a consumer-brand relationship for Nespresso.
3. What factors (antecedents) of involvement may affect consumers while buying the Nespresso? (state only two)