ipl-logo

Brand Personality: Human Features Of Human

1422 Words6 Pages

3-1 Brand personality:
Brand personality is the human features that people attribute to the brands. These features include positive features such as smart, punctual, loyal, funny, exciting, etc. and negative feature such as lack of taste, impolite, trickster, etc. (HamidiZadeh et al, 2011). Not all the brands have personality, or not all of them have powerful and differentiated personality. Personality is an important dimension of brand, and similar to human personality that differentiates and stabilizes human, brand personality also differentiates and stabilizes the brand. Human beings have characteristics, and they are known by these characteristics in the society. These characteristics differentiate human beings from each other. This is …show more content…

Considering brands as humans, identities and characteristics can also be considered for them. Brand personality has an attractive concept in the marketing world. Aaker considers brand personality as the core and the closest variable in customers’ decision making in the time of shopping (Aziz et al, 2012). Aaker (1997) is the most famous researcher in the field of brands personality. He defined brand personality as a set of human features related to the brand. Brand personality shows the image or description of the customers from a specific brand as a result of data collection or experience gained from the brand. Obtaining a credential brand is one of the criteria of the customers in the selection of products since brand creates a specific identity for the products. Aaker stressed that brand recognition is the foundation of creation of a powerful brand, and human features can be attributed to the brand based on the concept of brand personality. Some examples of these features include how a brand continues to live, what a brand does during its life, etc. Aaker considered 5 dimensions for brand personality including sincerity (truthfulness), excitement, competence, …show more content…

The goal was to assess the effect of brand personality dimensions on purchasing intention. Brand personality dimensions were assessed by comparing the difference among users and non-users of 12 brands. 400 students of bachelor degree participated in this study. Two questionnaires were used in this study (6 brands about intellectual products and 6 brands about emotional products). 313 participants filled the questionnaire about 6 brands of intellectual products, and 320 participants filled the questionnaire about 6 brands of emotional products. Multiple regression analysis showed that brand personality dimensions are important predictors of purchase

Show More
Related

  • 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

  • Weet Bix Vs Cheerios Case Study

    1211 Words  | 5 Pages

    Differences and patterns between Weet-Bix and competing brands. Based on Table 1, Weet-Bix is the largest brand in the category with a penetration of 73% which is above the average 46%. It also has a 2.3 times average purchase frequency. On the contrary, Cheerios is the smallest brand in the category.

    Read More

  • Big Five Personality Theory: The Five-Factor Model (FFM)

    1643 Words  | 7 Pages

    1. INTRODUCTION Various personality traits have been identified during the past decades, nevertheless, they have been group into five broadly defined dimensions of personality trait which are known as the Five-Factor Model (FFM) or Big Five personality theory (Bergner, Neubauer & Kreuzthaler, 2010; McCrae & Costa, 2008). The model consists of five type of personality traits namely, Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism (McCrae & Costa, 2008). The FFM is a comprehensive arrangement of personality traits, which are tendencies to show constant patterns of thoughts, feelings, and actions (Bergner, Neubauer & Kreuzthaler, 2010; McCrae & Costa, 2008).

    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

  • Kotter And Keller Essay

    142 Words  | 1 Pages

    Kotler and Keller (2006) define a brand as adding dimensions to product or service that could differentiate it in some ways from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible-related to product performance of the brand. They may also be more symbolic, emotional or intangible-related to what the brand represents. Brand is also something that resides in the minds of customers. Kotler and Keller (2006) define a brand as adding dimensions to product or service that could differentiate it in some ways from other products or services designed to satisfy the same need.

    Read More

  • Consumer Behavior: Attitudinal Loyalty And Satisfaction

    811 Words  | 4 Pages

    Brand loyalty is a focal point of interest for marketing researchers. From past research stated that loyal customers spend more than non-loyal customers in purchasing. Much of the research over the past three decades looks into consumer loyalty from two perspectives which are behavioral loyalty and attitudinal loyalty (Bandyopadhyay & Martell, 2007; Dick & Basu, 1994). Behavioral loyalty means the frequency of repeating the purchases. Which attitudinal loyalty refers to the psychological commitment that a consumer makes in the purchase, example like intentions to purchase and intentions to recommends.

    Read More

  • Brand Equity Literature Review

    1556 Words  | 7 Pages

    ARTICLE REVIEW Source Yoo B, Donthu N, Lee S. (2000), ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science, 28;195 viewed 2 January 2016, http://jam.sagepub.com/cgi/content/abstract/28/2/195 Introduction This review critically examines the article ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science. The review will first summarize the article. Secondly, it analyzes the effectiveness of the article structure, investigating how the information is set out and whether the reader can access it efficiently. Thirdly, the review will critique the article, evaluating its authority,

    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

  • Social Belonging

    659 Words  | 3 Pages

    Considering the Brand Selection Model (Herzberg, 2009) which helps in understanding, that consumer’s decision is much affected by the level of Satisfaction and Dissatisfaction, it also helps in interpreting the effect of various factors affecting the brand selection decision which helps marketers in applying limited marketing resources and converting them efficiently. The results however have not been commensurate with the efforts made due to the diversity which people exhibit in their behaviour. Thus, it is imperative for marketers to keep track of their customers by undertaking researches on the various facets of consumer behaviour, in different contexts on a regular

    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

  • 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

  • Extended Self Brand Analysis

    2212 Words  | 9 Pages

    Two completely different brands with very different values can help construct a mans self. Wattanasuwan (2005) uses the example of how a businessman can become a completely different self when he leaves his BMW at home after work and puts on his leather jacket to drive a Harley-Davidson. The concept of the Extended Self is one that each consumer can relate to. Consumers have many possessions, ones that they see as extensions of their personalities. Consumers don't see some products as theirs but instead they see it as part of them.

    Read More

  • The Big Five Factor Model: The Five Dimensions Of Personality

    922 Words  | 4 Pages

    Who are you? Those three words put together can be bothering and stressful. There are various ways people can answer. Many people may say their job title, their name, or their likes and dislikes.

    Read More

  • Brand Image Literature Review

    870 Words  | 4 Pages

    3. Literature Review • Brand Image Brand image is the variable which enforce a consumer for finding difference between brand and its competitors. Brand image consist of expectations, impressions and beliefs that a person holds about brand. The overall perception of consumer about quality and service can be created by brand image. Brand image is nothing but organization character.

    Read More

More about Brand Personality: Human Features Of Human

Open Document