According to Aaker (1997), brand personality is created by both product-related and non-product related factors. Product-related factors include characteristics of the product itself, such as packaging, price, and promotion. Non-product related factors come directly from the firm, including brand symbols, country of origin, and company image. In this dissertation, the drivers that affect brand personality are categorized into three groups: direct factors formed by firms, indirect factors formed by the product category, and consumers' personal factors. Direct factors that affect brand personality include the brand's symbols, country of origin, sponsorships, advertising style, age, corporate image, users, CEO image, and celebrity endorsers. Symbol: As previously mentioned, a symbol can create and cue brand personality. According to Aaker (1997), a symbol can be a useful and powerful influence on brand personality since it can have strong associations with the brand. For example, the Geico lizard, the Energizer bunny, and the Michelin man, named Bibendum, all help to create and reinforce the personalities of their respective brands. Country of origin is often considered a crucial factor in consumer choice behavior, as it can signal quality (Solomon, 1999). Consumers often associate France with wine and perfume, and Italy with designer clothes, shoes, and sports cars (Schiffman and Kanuk, 2000). A brand's country of origin is believed to influence the perceived personality of the brand. For example, German cars tend to be perceived as reliable and competent due to the reputation of German engineering. Sponsorships can affect a brand's personality, as noted by Aaker (1997). Events sponsored by a brand, such as the world cup of freestyle ski, international break-dancing championship, and street painting, can reinforce a brand's unique and youthful personality (Aaker, 1997).
In Monisha Lewis article, she writes about why a brand’s distinctive assets are more valuable than branding. She starts with the association game in which she gives two examples: gecko and beer on a beach which should automatically make one thing of Geico and Corona. One comes up with these brands by using contextual situations because the company spends a plethora of time planning out ways to get their products to stick in the minds of their consumers. Lewis says “distinctive assets are all facets of your brands identity including colors/logos/patterns, packaging, characters, tone of voice, and context/environment”. A company needs to know their brand prior to their commitment to the product they are advertising.
Brand is an image, symbol, sign or some of these, which used to create a clearly view to the product and let consumer recognize the product and discriminate it from other competitor. Jobber(2003) announced that brand could be seen as the product’s quality guarantee, a product with good brand image will have more possibility be chosen when the customer had difficult on their choice. Brassington (2007)stated that brand was a key part of the tangible product, especially in the customer market. The brand represents the one product line or a single product of the company. It also can enhance the images in people’s view and ensure the product not be forgotten by customer.
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
Brand culture, also known as brand loyalty, occurs when someone is dedicated to a brand and repeatedly buys from this brand for multiple reasons. Brand loyalty has been around for many years for example it has been around since the early 1900’s. Logos are one of the many factors that draw consumers eyes to luxury items. These logos have been around since the early 1900’s (Credo). The swoosh that represents Nike, the flower that represent Louis Vuitton, the three stripes that represent Adidas, and “MK” that represent Michael Kors, are just a few examples of the many brand logos
Distinguishing one product from another depends on the target market’s ability and in turn the success of any business or consumer product (Lamb, Hair & McDaniel 2009). In the marketing industry and the business world, brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others.” (Bennett, P.D., 1995). Brands are a common part of marketing and they serve as value to consumers. Brands also give firms a competitive edge over another and a certain leverage over its customers.
It is important for a brands personality to match up with that of its intended target customers. Reading through some marketing sites Dr. Brian Monger situated his words in a way that I like best for the task of creating a brand image. Dr. Monger stated “ The task of creating a brand image often needs to move beyond attributes or feelings, to include the ultimate consequences of product use and the relationship of product use to people’s life-styles, needs, and values. A positioning strategy that focuses only on attributes or feelings can be shallow and less effective than one that is based on a richer knowledge of the customer.” Simply put make your brand relate to the intended buyer on a personal level, one that hits home with the things that they want and like to do. The understanding needs to be met that each target market will have different relations to products from the other. High priced cars can b...
This research article conveys the importance of stemming away from the reliance of only trait theories to describe personality, but also contemplating the
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
It explains to readers that the product is its icon or its slogan. An example that Luntz shares with us is the energizer bunny. He makes readers be aware that there are many other brands of batteries out there that people could purchase, but the Energizer batteries seem to be the top selling brand of batteries because the bunny representing those makes customers attracted to that specific icon. Luntz portrays to readers that you can sell anything with if buyers are attracted to
3. A few personality traits, such as innovativeness, seem to predict who will purchase certain products.
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
Brand identity really allows the company to flourish, and stay a strong reputable brand. The brand personality is a mix of young and fresh, while still remembering nostalgic aspects from the brand. The company appeals to emotions. They draw up feelings of nostalgia. The brand has a way of being classic and hip at the same time. They present this personality in their choice of advertisements and product. Everyone can recall what a classic Coke bottle looks like. The glass has a hint of green with sharp curves. It is all branding and brand personality.
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.