Consumer Behavior: Brand Personalities

Consumer Behavior: Brand Personalities Essay example
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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).


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. ...
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