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Consumer Behavior: Brand Personalities - Essay Example

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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. There are a numbers of constituents that are required during the process of branding, and brand personality is one of the crucial elements. By bestowing a brand with a definite personality, brand managers attempt to differentiate it with brands having identical product characteristics. In the earlier period, researchers have accentuated on finding out how the brand personality is connected to qualities of human beings, or on the building up of brand personality from diverse societies and cultures. ...
Literature Review Theoretical Background The conventional observation is that personality traits tend to get connected with a brand by means of the people who stand for it or symbolize it. Examples of such representatives can include a usual consumer of a brand, the organization's human resources or Chief Executive Officer, and the brand’s endorsers. This approach of building brand personality is termed as the direct way, since the personality traits of the individuals related with the brand are transmitted straightforwardly to the brand. It is on the basis of the concept that the traits of human as well as brand personality share comparable conceptualization. On the other hand, Aaker (1997) stated that brand personalities can be developed in diverse ways. Opinions of human personality qualities are deduced on the foundation of a person’s behavior, physical attributes, outlooks and viewpoints in addition to the demographic character (Park 1986). However, opinions of brand personality qualities have a more varied foundation. The personality traits of brands can be shaped by any form of contact that the customer has with the brand be it direct or indirect. This implies that personality traits can be connected with a brand by means of product group associations, product-linked attributes, brand name, sign or logo, promotion approach, price, as well as distribution conduit. Therefore, there are various basis of brand personality. Hence, the vital aspect is how brand managers comprehend and employ the various traits to build up the preferred personalities for their respective brands. Brand personality in postmodern branding dynamics The perceptions related to a product play a ...Show more

Summary

Consumer Behavior: Brand Personalities Contents Introduction 3 Literature Review 4 Theoretical Background 4 Brand personality in postmodern branding dynamics 5 Analysis of Brand Personalities of Samsung, Nokia and Apple 8 Brand personality of Samsung 8 Brand personality of Nokia 9 Brand Personality of Apple 10 Assessment of whether the brands are reflecting appropriate personalities to attract their target markets 10 Samsung 10 Nokia 11 Apple 12 Recommendation & Conclusion 13 Reference 13 Introduction Brand personality can be described as the collection of human attributes linked with a brand (Aaker 1997)…
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