The paper “Customer Decision Making and Brand Personality” will look at a brand as an important aspect of marketing and promotion for any good or service produced. Companies and organizations develop brands that they present to the potential customers…
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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. A good brand also motivates buyers and gives them more reasons to identify with the product has made specifically for them. Wanting cannot be done in isolation without understanding the needs and desires of the customers. A brand should therefore integrate the emotions and desires of potential clients with the identity of the product to increase the magnitude of the product (Schiffman et al, 2011). Brand Personality Brand personality is described as a set of human features that can be identified in a product, good or service that is available in the market; it is a feature that customers and potential clients can easily relate with due to its consistent traits and features. Brand personality is considered as a value added trait that makes a good more visible and imposed to the clients. A product with good brand personality has the ability to excite, is competent, sincere, rugged and sophisticated. A customer feels free to buy a product whose traits and characters can be related to their own behaviors and lifestyle. A carefree, youthful, elegant, rough, and thoughtful personality identifies easily with a product that has the same pool of features. The market is like a crowded room full of different products shouting to be seen and recognized by the buyers or potential clients. A good brand personality stands out in a crowded market and does this without standing or being more conspicuous. The brand trait and personality alone is enough to make all the customers recognize it and make an effort towards buying it. Great brands are believed to go beyond “transactional loyalty” which is the negotiated sales and frequency points to create a real connection that can create emotional royalty (Schiffman et al, 2011). Before a customer can understand and recognize a brand, there is need for the marketer to understand his/her brand personality. The marketer and the organization must put itself in the shoes of the customer by first analyzing the impact that the brand may create. An organization must therefore identify an object, personality or even animal that they feel suits their image or the image of their product. For example, which car brand or animal does an organization feel it can be associated with? Can the analogy of a convertible or a Volvo, or even a lion or a given sport or movie celebrity fit into the services they offer? (Sung, 2010) Understanding a brand personality is like taking a look at the mirror to see what your reflection looks like in your face and in the face of the customers. Clarity and confidence in a brand personality is also essential for organizations and marketers for it enable them to identify the strengths and weaknesses of the brand (Russell and Emily, 2011). Implementing a brand personality is an important aspect of marketing as it requires in depth analysis of the nature and impact of that the brand may create. Implementing a brand personality require the complete adopting of three steps which are attributed to the strength and ability of a brand to impress.
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Subsequent discussions will likewise detail strategies on making good decisions that are based on policies and regulations. Both these aspects will be taken jointly to evaluate the qualities of executive heads, which will be the basis for the feasible comparison of the personalities of Presidents Lyndon B. Johnson and Richard M. Nixon.
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.
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.
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.
This paper will look at and differentiate these buy classes. Real world companies will also be used in order to clarify the concepts discussed.
Straight rebuy is a buying situation in which the purchasing department reorders on a routine basis (Kotler 2003, p.219).
This study, Decision Making, highlights that for an effective decision making process, the individuals involved ought to be capable of forecasting the results of every option and centered on these options and results decide on which option is the most potent and capable of resolving and addressing that specific situation.
r continuing to stop in Haiti and be perceived as profiting in the midst of this tragedy or will the public perception be worse if they suspend sailing to Haiti during this crisis?
Although there are several reasons not to stop at Labadee, I believe that the best decision to
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.
The author states that 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.
11 Pages(2000 words)Research Paper
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