Advertising
Abstract
Advertising is one of the key elements in building a brand personality, which is equally important to the marketer & consumers. Brand personality is distinct, non preemptible enduring and associates the brand with certain values. Brand personality acts a potent brand differentiator and offers sustainable competitive advantage.
Advertising by creating or reinforcing brand's personality enhances brand value or equity , which in turn can be leveraged through brand extension. Brand personality also helps brands to gain market share, command price premium and insulates from discounting Brands.
Consumers as part of self-defining process, use possessions to describe themselves and also to which group they belong, especially in socially conspicuous product categories such as clothing, automobiles etc.(what is me is related to what I have) Brands make personality statements, users associate a brand with a strong personality.
Key advertising elements such as endorser, user imagery, symbols and execution elements contribute to Brand personality.
Introduction
Human beings have a personality, which is essentially a summation of traits. Brand personality can be defined in several ways, with emphasis on emotion, human and tangible aspects of the brand. It can also be defined as sum of the tangible and intangible aspects of the brand. Even for industrial product like steel, SAIL uses emotional connect with 'punch line' there is bit of SAIL in everybody's life. Brand personality, is process of transforming the brand into a person or humanizing the brand. Thus brands can also have characteristics (Ex: Sex, Gender, skills & abilities etc). Marketers deliver the personality using advertising, features, packaging etc.
Users and non users differ in perceptions with respect to Brand personality users attach a distinct personality to the brand. Established brands have unique personality which is generally consistent and may be implicit. Brand
Advertising is one of the key elements in building a brand personality, which is equally important to the marketer & consumers. Brand personality is distinct, non preemptible enduring and associates the brand with certain values. Brand personality acts a potent brand differentiator and offers sustainable competitive advantage.
Advertising by creating or reinforcing brand's personality enhances brand value or equity , which in turn can be leveraged through brand extension. Brand personality also helps brands to gain market share, command price premium and insulates from discounting Brands.
Consumers as part of self-defining process, use possessions to describe themselves and also to which group they belong, especially in socially conspicuous product categories such as clothing, automobiles etc.(what is me is related to what I have) Brands make personality statements, users associate a brand with a strong personality.
Key advertising elements such as endorser, user imagery, symbols and execution elements contribute to Brand personality.
Introduction
Human beings have a personality, which is essentially a summation of traits. Brand personality can be defined in several ways, with emphasis on emotion, human and tangible aspects of the brand. It can also be defined as sum of the tangible and intangible aspects of the brand. Even for industrial product like steel, SAIL uses emotional connect with 'punch line' there is bit of SAIL in everybody's life. Brand personality, is process of transforming the brand into a person or humanizing the brand. Thus brands can also have characteristics (Ex: Sex, Gender, skills & abilities etc). Marketers deliver the personality using advertising, features, packaging etc.
Users and non users differ in perceptions with respect to Brand personality users attach a distinct personality to the brand. Established brands have unique personality which is generally consistent and may be implicit. Brand