ipl-logo

Human Brand Personality

822 Words4 Pages

Metrics of Brand Personality
Human and brand personality traits share a similar conceptualization but they differ in terms of the way that they are formed. While, the traits of human personality are inferred from an individual’s behavior, attitudes and beliefs, the same for brands is inferred through some form of direct or indirect contact that the consumer may have or had with the brand. A brand’s personality traits can also be associated with personalities of the people associated with the brand, like a celebrity endorser, CEO, etc. Indirectly, a brand’s personality also gets mapped through the product characteristics, advertising style, price and distribution channel.
Two types of brand personality scales are used to measure the extent of association between brand and human personalities. The first one being ad-hoc scales which are typically composed of traits ranging from 20 to 300. Although these scales tend to be theoretical in nature, they are often used for specific research studies. In addition, the subjective and arbitrary selection of traits casts a shadow of unreliability …show more content…

Although some factors of human personality traits are mirrored on brands as well, the validity of such scales is also questionable.
In order to develop a reliable and comprehensive brand personality measurement tool, a framework to that effect was developed. The framework isolates the distinct dimensions and treating brand personality as a one-dimensional construct, it is able to distinguish between the multiple ways in which the brand personality construct influences consumer preference.
The framework throws up 5 broad dimensions of brand personality. These dimensions are in turn comprised of a 42 item brand personality scale, which has been found to be reliable, valid and generalizable. The scale so developed can also be used to gather insights into the antecedents and consequences of brand

Show More
Related

  • Ap Case Study Social Psychology

    1644 Words  | 7 Pages

    The person under scrutiny in the current analysis can be referred to as P. He possessed several intriguing characteristics which raised legitimate questions on the influence of human agency in the construction of individual personality. P was a male in his early twenties. He was described by his close friends as being an agreeable, optimistic, honest and trustworthy individual. P enjoyed physical activities for instance jogging and playing basketball. Additionally, he devoted his spare time into volunteering in food shelters to help homeless individuals.

    Read More

  • Summary: Learnscape

    649 Words  | 3 Pages

    Please respond to the following: "Brand Portfolio Molecule and Brand Report Card" Based on your review of the Learnscape scenario titled “Learnscape 3: Recover and Retention”, explain the fundamental reasons why brands do not exist in isolation but do exist in larger environments that include other brands. Provide two (2) specific recommendations or solutions that help the health care facility in this scenario improve patient satisfaction. Brands do not exist in isolation but do exist in a larger environments which includes other brands, because brands are highly interdependent and value of the brand is driven by its impact on the customer’s precipitation. The brands needs other brands in order to have meaningful comparison with other brands.

    Read More

  • Locke Tocqueville Analysis

    560 Words  | 3 Pages

    A personal brand is essential for the advancement of a leader’s career. With a personal brand, the individual in power increases his relevancy and even his market value in the global economy. The personal brand will accentuate the strong attributes the leader supplies in the workplace. Political leaders, successful CEOs, and even celebrities showcase their achievements and success stories through their authentic brand statement. For example, Oprah Winfrey showcases her caring personality through her personal brand statement, “If I lost control of the business I’d lose myself – or at least the ability to be myself.

    Read More

  • Mac Cosmetics Marketing Strategy

    704 Words  | 3 Pages

    Empirical studies quantify the economic returns to personality traits are fixed and its easier to determine which customer would buy a particular product, (Heineck and Anger, 2010, Mueller and Plug, 2006 and Nyhus and Pons, 2005). Almlund et al. (in press) argue that–in comparison to cognitive ability–personality traits are responsive to individual behaviours. The model Big Five Personality provides Mac with ideas to target their customers with combination packs like which eyeshadows, lipsticks, bush and eyeliners according to

    Read More

  • The Role Of Conscientiousness

    964 Words  | 4 Pages

    The Neo Five-Factor Inventory was used to assess the personality of the participants, the participants were also asked to summarise what they felt was most important for success in sales. The performance of the participants was measured how many sales they

    Read More

  • Swot Analysis Of Apple Watch

    1390 Words  | 6 Pages

    The Apple brand personality glamourizes this idea of lifestyle, imagination, freedom, innovation, passion, hopes, dreams and ambitions, and power-to-the-people through the technology in its products and it hugely does this in its visual advertisements that sometimes even exaggerate the amazing experience of using technology and gaining a sense of happiness. The Apple brand personality is also about simplicity and the removal of complexity from people 's lives, people-driven product design, and about being a really humanistic company with a heartfelt connection with its customers. The Apple brand is not just intimate with its customers, it 's loved, and there is a real sense of community among users of its main product

    Read More

  • Branding Literature Review

    1157 Words  | 5 Pages

    Other reviews by (De Chernatony and Mc William 1990; Caldwell and Freire, 2004; De Chernatony, 2010) suggest brand definitions based on emotional and rational factors, indeed most definitions embrace this approach in some ways (Hart and Murphy, 1998). A brand is multidimensional constructs whereby managers augment products or services with values and this facilitates the process by which consumers confidently recognise and appreciate these values (De Chanatony et al

    Read More

  • The Big Five Personality Test

    875 Words  | 4 Pages

    Every human being is unique. With different walks of life, background, race, culture and religion, it makes up different personalities in each individual. There are many kinds of personality tests that are being developed by researchers to have a better understanding of an individual’s personality. One of the most common taxonomies in personality research is The Big Five Personality Test. In general, The Big Five Personality Test has five major factors of personality traits which are the openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism (refer to Figure 1 in Appendix 1).

    Read More

  • Narcissistic Personality

    895 Words  | 4 Pages

    The study looks into the relationship of personality traits and three general personality traits, Lack of control, stress reaction and absorption. Additionally, this study identifies internal and external stimuli wich triggers buying behavior. Internal cues include respondents’ positive and negative feeling states. Environmental/sensory cues encompass atmospheric cues in retail settings, marketer-controlled cues, and marketing mix stimuli. Further on this study involves the relationship of three personality factors and Internal and external stimuli on specific buying cues.

    Read More

  • Other Promotion Strategies

    728 Words  | 3 Pages

    Moore et al (2003) also described that positive perception of consumers about a particular brand is an indicator of status, quality and prestige; i.e. factors other than price. Brand Loyalty Schiffman and Kanuk (2004) have stated brand loyalty as one of the desired outputs of learning of the consumers. It is the probability of positive behaviours and attitude towards a brand, thus it could result in positive word of mouth and repeat purchase (Rawly and Dawes, 1999). Quester and Lim (2003) also explained the two major types of brand loyalty. Behavioural loyalty explains the repeat buying behaviours of the consumers, whereas attitudinal loyalty is the favourable behaviour of the consumers towards a specific product (Dikempe et al., 1997).

    Read More

  • Personal Brand Clarity

    450 Words  | 2 Pages

    Clarity- For my personal brand, I am hoping to connect with a creative audience in addition to future employers. I desire to be known for my passion, creativity, and organization. I have been highly interested in music and films throughout my life and wish to incorporate those hobbies into my personal brand. Consistency-

    Read More

  • Mccrae And Costa's Five Factor Personality Theory

    788 Words  | 4 Pages

    The focus of the five factor theory is more on the core components of the personality system rather than the peripheral components, as such there is not much elaboration of the peripheral components (McCrae & Costa, 2008). In applying this theory to the current study, consumer decision-making style is considered as part of the Characteristic Adaptations. Characteristic Adaptations are affected by Basic Tendencies and External

    Read More

  • Brand Image Literature Review

    870 Words  | 4 Pages

    These associations are related with attitude towards brand and brand quality. Similarly, Aaker (1991, 1996) refers that brand associations are anything which are related to consumer’s memory. Not only creating the brand image is important but also maintaining brand image is an essential part of a firm 's marketing program (Roth, 1995) and branding strategy (Keller, 1993; Aaker, 1991). Band image also related with the prestige and non-prestige of product K Amna& S

    Read More

  • Personality Learning Styles

    1593 Words  | 7 Pages

    INTRODUCTION The area of study of this research project is aimed at understanding the relationship between personality traits and its association with learning styles in academic settings. The study of personality traits has fascinated psychologists over the years, including individuals like Gordon Allport and Raymond Cattell, who mainly defined personality through different techniques, each attempt at defining personality culminated in multiple theories of personality and their types which are seen across all behavioral characteristics. While reviewing the literature on personality, it was noted that over the years research has shown consistently that personality traits do indeed influence various aspects of human lives like academic performance

    Read More

  • Theories Of Personality

    1525 Words  | 7 Pages

    In an article published by Jennifer L. Laarker (1997) she discusses the importance of brand personality to the consumer. Brands increasingly give their product humanlike attributes in order to appeal to their target audience. Some brands have “product related attributes” and these have a solely utilitarian function whereas brand personality speaks to the consumer on another level concluding that the consumer buys this brand because it sees similar attributes of her/himself in the brand. Brand personality which is favourable and strong will strengthen the brand. Laarker (1997) goes on to discuss that Coca cola are cool, authentic and all american which the consumers of this brand would, unconsciously aspire to be.

    Read More

More about Human Brand Personality

Open Document