Colgate Brand Personality

RESEARCH includes research articles that focus on the analysis and resolution of managerial and academic issues based on analytical and empirical or case research

Measurement and Validity of
Jennifer Aaker’s Brand Personality
Scale for Colgate Brand
Bejoy John Thomas and P C Sekar

Executive
Summary

Brand differentiation is now becoming an important tactic for combating competition in the hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness.
This study focused on measuring the brand personality of Colgate brand and exploring the model validity of Jennifer Aaker’s Brand Personality scale. The study indicated that:

KEY WORDS
Brand Personality
Colgate Brand
FMCG Branding
Toothpaste
Brand Building

• About 93 per cent of the respondents used toothpaste and toothbrush among the oral care products. • About 55 per cent of the respondents used only Colgate brand and about 39 per cent used
Close-up and Pepsodent together with Colgate brand.
• 61 per cent of the respondents who were using only Colgate brand were using the brand for more than three years which indicates that most of the respondents had an understanding about the Colgate brand.
• Most of the respondents who were using more than one brand have indicated that they switch among the brands once in three months or once in more than six months.
• About 53 per cent of the respondents have indicated that they prefer Colgate dental cream among Colgate paste brands and 35 per cent Colgate Cibaca top among Colgate toothbrush brands.
• Confirmatory Factor Analysis revealed that ruggedness, competence, and excitement are the main dimensions of Colgate Brand

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