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Brand Personalities - Essay Example

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Brand personality is a significant tool for brand positioning in the market. Moreover it acts as a chief tool for preparing selling and advertising policies. Brand personality is a way to build up a sustainable distinctiveness in a market proliferated by the brands where it has became gradually more difficult to move towards…
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Brand Personalities

Download file to see previous pages... Brand Personality: A Comparison with Human Personality:
Hans Ouwersloot and Ana Maria Tudorica in their article “Brand Personality Creation through Advertising (2001)” says that brand personality replicates how people experience a brand, rather than what they believe the brand is or what it does. He says that the emblematic use of brands is possible for the reason that the consumers frequently give human personalities to brands. Clients perceive the brand on aspects that naturally capture personality of a person, and widen that to the field of brands. The aspects of brand personality are defined by widening the aspects of human personality to the field of brands. One means to measure and conceptualize the human personality is by way of approach of trait, which explains that the personality is a group of traits. “A trait is defined as component of a person's behavior that is assumed to serve as an explanation of his or her enduring personal characteristics” (Trait 2012). Human personality individuality or characters are determined by multi-aspect factors such as behavior of individual’s, appearance, beliefs, attitude and the demographic characteristic. On the basis of these dimensions of human personality the five dimensions related to brands are identified and they are Excitement, Sincerity, Competence, Ruggedness and Sophistication. J. Aker, in the article “Dimensions of brand personality. Journal of Marketing Research, 1997” mentioned that the brand personality dimensions match with three of the five human personality aspects i.e. Excitement, Sincerity and Competence. The brand personality aspects such as Ruggedness and Sophistication vary from the aspects of human personality. According to Jennifer Aker, these brand personality dimension should have function in several ways or influence the preference of consumers for several reasons. The Brand Personality Creation: The traits of brand personality are shaped and influenced by a consumer’s direct or indirect contact with a brand. A brand, can’t feel, think, or act like an individual,. A brand is merely a set of perceptions in the consumer’s mind. Consumers admit the actions of marketing to brands that are humanized. Personality characteristics are related with a brand by the individuals connected to that particular brand. The other way to influence and form the brand personality is imagery of user. Imagery user is defined as the group of human traits associated with the stereotype or typical user of the brand. The personality characteristics of the individual that are associated with a brand are shifted to the brand directly. Rajagopal in his publication named Brand Excellence: measuring the impact of advertising and brand personality on buying decisions, Measuring Business Excellence, 2006 explains that the effect that advertising have on the growth of the symbolic dimensions of the brands and this in turn affect the brand personality in a positive manner. Eventually, the spokesperson’s personalities are shifted to the brand. The relation between brand and person may have a more personal nature. One of the main advantages of brand personalities are that on the basis of their unique personalities, consumers will be able to distinguish between brands. Another benefit is that the ...Download file to see next pagesRead More
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