The report “Impact of Brand Personality on the Purchasing Decision” will primarily highlight the concepts of branding and the ideas related to it. In this context brand personality, brand value and the importance and advantages of a brand will be emphasized…
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During this period there were explosion of brands. Starting from mere cigarettes and soaps to luxury cars, a number of brands appeared which led human being to witness the modern form of marketing. Understanding the manner in which those marketing concepts evolved, will help to get better idea about why branded products are omnipresent nowadays. If we move back to the time when the concept of branding was unknown to human being, the theory of business was also very simple. The only criterion for being successful in trading was to manufacture superior quality products. For instance, if a company offered high quality coffee, bear or any other products, the customers were happy to buy those products. Moreover as long as the company maintained the same quality, repeat purchase was also common. It was also a time when consumers were more focused on the quality of products rather than the brand name associated with it. The report will primarily highlight the concepts of branding and the ideas related to it. In this context brand personality, brand value etc will be emphasized. Furthermore the importance and advantages of a brand will be also portrayed. The study will also analyze one of my recent purchases of a branded product. Finally the study will conclude highlighting the key areas and answering the question whether consumers often choose and use brands that have a brand personality or not. Brand & Brand Equity Traditionally the role of a brand was just about providing a name or an identity to the product (Baehrens, 2012). However presently eminent scholars such as De Mozota defined brand as the group of perceptions which is determined by both experience and communication. It can also be referred to as the addition of the characteristics of intangible and tangible which is used to make exclusive offers (DeMozota, 2003, Brand). A brand influences the perception of the customers about the company and therefore brands should be developed for its betterment (Adebola, Talabi, & Lamidi, 2012, pp.424-428). In addition, branding is also portrayed as the way by which an organization develops and delivers the propositions to the consumers. Nevertheless the assurance can be in the context of experimental enrichment, functional satisfaction or fulfillment of the aspirations (Baker, 2012, p.376). Usually, a brand is developed on the basis of 5 factors. They are design, positioning, customer relationship, storytelling and price (Healey, 2008, p.8). Some of the illustrious branded products are Nescafe, Marlboro-Clove, Kindle, Gucci, Apple, Samsung and Turtle among many others. In the similar approach brand value has also been identified as the biggest asset of the companies. It can be defined as extra cash flow earned by relating a brand with the goods and services (Aaker & Biel, 1993, p.69). Brand Personality Brand personality in simple terms can be defined as the way by which a brand speaks or how it behaves. It is process by which a brand is assigned with the human characteristics or personality traits with the brand in order to achieve some kind of differentiation to the product. These characteristics in turn signify the brand behavior with the help of its representatives. The representatives of a brand are the employees of the organization and packaging & advertisements of the company.
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According to the research findings, it can, therefore, be said that five categories as represented by sincerity, excitement, competence, sophistication, and ruggedness provided examples of the aforementioned brand personality that provided insight into how brand personality is used in products we recognize.
While a number of people identify brand by the logo of the company and audio jingle, a brand is denoted as one of the largest identification elements. Brand is a concept which is set in mind as a prospect. It is nothing else than an ongoing motion in which the consumer interchange marketing value in terms of financial value, by taking the advantages of the benefit that the brand provides to their consumers.
This research investigates the impact of brand extension on the personality of a brand and for this purpose; two companies are selected to conduct this report. One of the companies is of Caterpillar and other is of Burger King. This Impact of brand extension can be either negative or positive and this research test out the positive impact and negative impact on the brand personality.
The author states that branding is done for particular objectives chief among them helping in the delivery of the message to the potential clients with clarity and precision. A great brand also confirms the viability of a product and the company that presents the brand and also connects the target market with the product emotionally.
I only got the approximation idea in my mind. For the first one, I know this topic is very hard to develop and is quite broad; could you give me some advice and narrow it If it cannot to process, let me know immediately. You can simplify my idea and give some suggestion.
If these processes are not operated in an appropriate manner, accomplishment and achievement of desired objectives can never be possible.
When we talk about such processes which are essential for the achievement of targeted goals and objectives,
Arana and Leon (2008) utilized the discrete choice approach in order to assess the impact of the September 11 attacks on the decisions of tourists regarding alternative and competing tourist spots in the
BRAND PERSONALITY Introduction According to Aaker and Fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another person…that can be used to summarize complex behaviors and form expectations of future behaviors’ (p.