The Importance Of Corporate Brand Personality

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1.1 Context of study As markets continue to mature and competition within industries grows fiercer, companies will not succeed purely on the basis of what products or services they offer. Although these core functions of the business are unquestionably still crucial, other aspects such as company culture and corporate citizenship have increased in relative importance in determining a company’s ability to compete. As a result, the success of a 21st century business will be defined as much by ‘who’ it is as ‘what’ it does. Historically, the identity of a company resulted solely as the consequence of what that company did. Increasingly, the reverse will be true, and the former will impact the latter. What a company is and how it presents itself to the consumer are defined by its corporate brand personality. Corporate brand personality is a form of brand personality specific to a corporate brand. Brand personality is understood as the human characteristics or traits that can be attributed to a brand. The way brand personality is commonly explored in consumer research is by asking questions such as: ‘If the brand were to come alive as a person, what it would be like? What would it do? Where would it live? What would it wear? Who would it talk to if it went to a party (and what would it talk about)?’ It’s a common sight and it happens to all of us. We stand before this heavily stuffed supermarket shelf full of corn flakes, shampoo or dog food and we just don’t know which one to pick. It is a well-known fact in marketing that in such situations, even if we think that we picked a certain product by choice, most of these decisions are strongly influenced by our subconscious. We do this without even paying attention to it and actually i... ... middle of paper ... ...charya and Sen, 2003) note that “The attractiveness of a company’s identity is likely to be determined in part by its perceived prestige.” The third self-definition, self enhancement, may be satisfied through identification with a company whose image is perceived to be prestigious. Here, prestige does not only refer to “organizational stakeholders’ perceptions that other people, whose opinions they value, believe that the organization is well regarded” (Bhattacharya et Sen, 2003), it refers as well to the behaviour of prestige seeking for which prestige is linked to refinement, as suggested by (Vigneron and Johnson, 1999, 2004). Searching for prestige implies a perfectionist (as well as hedonist) motive that enhances the self-concept through refinement. Thus, the association with prestigious companies gives individuals a self-image of refinement and good reputation.
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