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Brand personality - Literature review Example
Author : savanah12
Pages 8 (2008 words)
Brand Personality Table of Contents Introduction 3 Meaning of Branding 4 Aaker’s Theory of Brand Personality 6 Explanation 7 Criticism 8 Conclusion 9 References 10 Introduction Brand is a collection of image as well as perception which represents a product, corporation or service…
Brands may be also said as business organization; at the same time, it helps in generating revenue, thus brands can be regarded as investment. In return, brands need to payback certain amount of revenue to their owner. Brand Personality is a collection of human features connected with a specific brand (Aaker & Biel, 1993). A brand can easily come across the notice of the customer if the advertisement is done with known celebrities or with the help of certain well known figures of historic moment. Brand personality is often questionable in terms of scale and at times is answerable in theoretical conception based on nature. Once brands are developed, they shelter the company under the umbrella with numerous numbers of products, which can provide it incredible strategic advantage and financial gains. In the present market scenario, a major role is played by brand. Over a long period of time, brands have significantly controlled the performances of the marketers and have influenced the promises and the benefits provided by the brand to their consumers for that particular product (Hanasali & et. al., 2005). The paper intends to discuss branding and Aaker's brand personality with its explanation along with its criticism. ...