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Brand Personality in Context of Charity Brands - Research Paper Example

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The research paper discusses various attempts at understanding brand personality both in general and specifically in the context of charity organizations. The paper analyses the brand personality of 3 charity brands. The paper finally, presents some recommendations to charity brands…
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Brand Personality in Context of Charity Brands
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Download file to see previous pages Aaker (1997) argued that brand personality needs to be understood as a separate concept from human personality. Venable et al argued the brand personality model developed by Aaker (1997) is not suitable to explore charity brands thus he offered another model to understand charity brand personality (295-312).
Madrigal and Boush argued that marketers attempt at associating specific trait inferences with their brand by communicating them through their product design, advertising, spokespeople people sponsorships etc, the sum total of these traits is called as brand personality. The brand positioning also plays an important role in building a specific brand personality (538-540). Marketers attempt to differentiate themselves from their competitors and build preference for their brands. They do so not only on the basis of how functional attributes, but also on the basis of brand personality perceptions (Aaker 1997; Keller 1993). The underlying assumption is, apart from the considering the functionality, customers prefer brands those have personality aspects, congruent with their actual or desired self-image (Belk139; Dolich 8). Brand personality can be defined as “the set human of characteristics associated with a brand" Jennifer Aaker (347). Thus it is important that an organization focuses on brand personality in order to differentiate itself, as functionality can no more be considered a great source of differentiation. (Plummer, 1985) suggested that brand personality provides a point of differentiation. (Fournier, 343–373) argued that brand personality results in better customer relationship building. (Lau and Phau, 421-444) considered that brand personality may serve as a basis for brand extension. Aaker (347) argued that although a great deal of research on personality dimensions had been conducted in personality psychology, however, its application in brand personality context was lacking in the literature on consumer psychology. ...Download file to see next pagesRead More
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