Thursday, June 13, 2019

Brand Personalities Essay Example | Topics and Well Written Essays - 3000 words

Brand Personalities - Essay ExampleBrand disposition A Comparison with Human PersonalityHans Ouwersloot and Ana Maria Tudorica in their article Brand Personality Creation through Advertising (2001) says that brand personality replicates how people experience a brand, rather than what they intrust the brand is or what it does. He says that the emblematic use of brands is possible for the reason that the consumers frequently give human personalities to brands. Clients perceive the brand on aspects that naturally mesmerize personality of a person, and widen that to the field of brands. The aspects of brand personality are defined by widening the aspects of human personality to the field of brands. One sum to measure and conceptualize the human personality is by way of approach of trait, which explains that the personality is a group of traits. A trait is defined as fraction of a persons behavior that is assumed to serve as an explanation of his or her enduring personal characterist ics (Trait 2012). Human personality individuality or characters are indomitable by multi-aspect factors such as behavior of individuals, appearance, beliefs, attitude and the demographic characteristic. On the basis of these dimensions of human personality the five dimensions related to brands are determine and they are Excitement, seriousness, Competence, Ruggedness and Sophistication. J. Aker, in the article Dimensions of brand personality. Journal of Marketing Research, 1997 mentioned that the brand personality dimensions match with three of the five human personality aspects i.e. Excitement, Sincerity and Competence. The brand personality aspects such as Ruggedness and Sophistication vary from the aspects of human personality. According to Jennifer Aker, these brand personality dimension should sacrifice function in several ways or influence the preference of consumers for several reasons. The Brand Personality Creation The traits of brand personality are shaped and influenc ed by a consumers direct or indirect contact with a brand. A brand, cant feel, think, or act like an individual,. A brand is only a set of perceptions in the consumers mind. Consumers admit the actions of marketing to brands that are humanized. Personality characteristics are related with a brand by the individuals connected to that occurrence brand. The other way to influence and form the brand personality is imagery of user. Imagery user is defined as the group of human traits associated with the stereotype or typical user of the brand. The personality characteristics of the individual that are associated with a brand are shifted to the brand directly. Rajagopal in his publication named Brand Excellence measuring the jar of advertising and brand personality on buying decisions, Measuring Business Excellence, 2006 explains that the effect that advertising have on the growth of the symbolic dimensions of the brands and this in identification number affect the brand personality i n a positive manner. Eventually, the spokespersons personalities are shifted to the brand. The relation between brand and person may have a more personal nature. One of the main advantages of brand personalities are that on the basis of their unique personalities, consumers will be able to distinguish between brands. Another benefit is that the

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