BRAND PERSONALITY - Essay Example

Only on StudentShare

Extract of sample
BRAND PERSONALITY

392). The concept of brand personality eludes clear definition. Anandan (2009) provides what is probably the most practicable description: ‘Simply put, brand personality answers the question “What happens when the brand turns into a human being?” or “What happens when the brand comes alive?” (p. 139). Brand personality is also defined as “the set of human characteristics associated with a brand” (Asperin, 2007, p. 49). The concern of marketing practitioners as far as brand marketing is concerned is therefore how to personify a brand. Kumar (2009) links brand personality to self-concept, and it is self-expression, rather than emotion, that more significantly develops brand personality (p. 177-178). Brand personality is achieved by associating human characteristics that consumers commonly attribute to a brand. The characteristic may be in terms of demographic attributes (age, gender, status), lifestyle (activities, social class), culture (values, beliefs), and other personality traits. The brand may be associated with celebrities or historical figures, and several devices may be used such as animism, anthropomorphism, personification, and user imagery (Purkayastha, 2009). ...
Download paper

Summary

According to Aaker and Fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another person…that can be used to summarize complex behaviors and form expectations of future behaviors’ (p. 392). …
Author : elnora98

Related Essays

Brand Personalities
Brand Personality: A Comparison with Human Personality: ...
12 pages (3012 words) Essay
Consumer Behavior: Brand Personalities
Despite the fact that brand image development is undeniably a grave challenge to brand managers, there has not been much research to assist brand managers in making a choice between different strategies. There are large numbers of researches that have been accentuated on brand personality (Okazaki 2006; Venable & Rose 2003). Nevertheless, the most important focus of these researches has been on the consequences and outcomes of brand personality or on dimension factors. There have not been much studies revolving around how brand personalities are build up as well as how they can be augmented....
12 pages (3012 words) Essay
Consumer-brand relationships
When the concept of branding is applied in the marketing strategies, there is a huge possibility that an effective consumer-brand relationship is created. The marketing experts have realised that the customers have become more informed and have easy access to a wide range of choices and the only way to get competitive advantage in the respective market is to strengthen the consumer-brand relationship which means getting the customers emotionally involved with the brand (Bengtsson, Bardhi & Venkatramann, 2010). It is stated by Frank et al. (2010) that the companies that will ensure that they...
20 pages (5020 words) Essay
Brand personality
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...
8 pages (2008 words) Literature review
Brand Analysis
After a few years, Starbucks completely redefined the American coffee shops. High priced Brews, Lattes, Moccachinos, Cappuccinos and Frappes awakened the senses of 50 million customers across the globe (Burks, 2009, p.01). The company was formed in 1971, in Seattle. It was an initiative of a group of three friends-Gordon Bowker, Jerry Baldwin and Zev. Initially, the store was named as ‘Starbucks coffee, Tea and Spices’ (Burks, 2009, p.01) and the brand logo depicted a chocolate brown colored two tailed mermaid (Gilbert, 2008, p. 13). Later, the name of the store was changed to...
4 pages (1004 words) Essay
Customer Decision Making and Behavior essay about brand personality
Branding is done for particular objectives chief among them helping in the delivery of the message to the potential clients with clarity and precision. A great brand also confirms the viability of a product and the company that presents the brand and also connects the target market with the product emotionally. A good brand also motivates buyers and gives them more reasons to identify with the product has made specifically for them. Wanting cannot be done in isolation without understanding the needs and desires of the customers. A brand should therefore integrate the emotions and desires of...
10 pages (2510 words) Essay
Brand Marketing
As the report declares marketing for B2B focuses on a rather small market. Business value influences buying decision. In addition, the goal of B2B is to convert prospects into customers. B2B managers, therefore, tend to focus on relationship building through communication. Mainly, the business in B2B is between a business and other businesses. Advertising through media becomes critical in B2B marketing. ...
9 pages (2259 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!