Branding Essay: Brand Personalities Are Like Snowflakes

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“ Brand Personalities Are Like Snowflakes”[1]

1. INTRODUCTION

“ Concept of a Brands”
- “A name, term, sign, symbol, combination of these, that identifies the products or services of one seller or group of seller and differentiate them from competitors”
( Kotler 2013,p. 254) [2]

If we consider looking at the question with Hierarchy approach.

The Term incorporating all the rest is Marketing. Marketing mix of 4 P’s includes the Product, Price, Place and Promotion.

Branding nowadays is going to eat Marketing and replace it as we have to brand on every level of marketing mix. Our company is a brand. Our product is a brand. Our way of distribution might and probably is known how with a specific name which means – a brand. And our company is
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Brand Personality

What is 'Brand Personality'?
Brand personalities are that an effective brand and we the consumer can relate could increase the brands equity to have a consistent set of the traits.

Brand personality is a set of human characteristics that are attributed to a brand name. This is the so-called added value that a brand could gains, aside from its functional benefits. There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication.

Brand identity refers to the visual symbols - logo, wordmark, icon, fonts, etc. - and the way these work together. Brand personality refers to the human aspect of the brand that isn't necessarily captured in visuals. It's the illusion of a real individual underneath the image.

A brand identity provides direction, purpose and meaning for the brand. It establishes a relationship between the brand and the customers. A brand Identity can be the summation of the logo, tagline, font and any visual or audio representation of your organization. A brand identity is something people can visualize, elicit an association when they hear the name. When you think of Nike, the Tick/Swoosh symbol flashes in your mind.

Donald

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