Companies like Harley-Davidson have been around for years. Harley has been able to have a uniqueness about their brand. Harley is different from other motorcycle companies. Harley-Davidson motorcycles have a particular personality regarding the brand. Companies like Harley-Davidson and other power companies have built a meaningful relationship with brand personality. This paper will be discussing brand personality how it is related to human personality. Is brand personality part of self-concept? Why do consumers make purchases? This paper will discuss why it important that companies build a brand personality. Kumar et al. (2006) explained that brands need to be different. All brands should be different, and the brands should meet the needs of the consumers.
Doyle (1990) defines brand when a company has a unique offering from other businesses. One of the company objectives is to be successful. A possible successful company should have an established brand. This brand may be identified by the name of the company, the symbol of the company, the design of the company, or any other combination that can lead the company to a different sustainable advantage (Doyle, 1990).
Aaker (1997) had defined brand personality having some association with human characteristics. Lee and Kang (2013) argues that the brand and human personality are not the same. Lee and Kang (2013) infer a brand concept is one that consumers have created, and the human personality traits come from an individual trait. As opposed to Aaker (1997) implies each brand have the tendency to be humanized, and this will create a relationship with the consumer. Aaker (1997) list five attributes in brand personal...
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...e. Leonard and Katsanis (2013) state one of the purposes of branding personality is to create profits. Therefore, companies will try to have different product personality that will help the consumers make a decision in their purchase. Increasing the communication will increase the brand equity of the product (Leonard & Katsanis, 2013).
Human personality appears to be related to brand personality. It has been found that consumers will make a purchase based on self, social status and based on their personality. It will be advantageous for companies to try to establish a brand personality for that product. Having a brand personality will develop a relationship with the consumer and the business. It appears that a company must continue to create a personality for their product. This will set them apart from other brands if the product has a personality.
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