Xylys Brand Analysis
XYLYS BRAND PERSONALITY AND SELE-IMAGE CONGRUENCE ANALYSIS
Question 1.1:
According to the brand personality article and the Exhibit 2 & 5, the similarity/differences could be observed as follows. Both users and non-users consider the luxury watches as quite sincerity, which is associated with the personality traits of down-to-earth and honest. Excitement dimension is associated with exciting, daring, imaginative, spirited and up-to-date, and this dimension of brand personality is more favorable in the users’ opinion. The high score in the personality of reliable and successful indicate that both present and potential users are regarding the luxury watches as very competence. For non-users, unlike those present users, they don’t like the dimension of sophistication or ruggedness much because of the lower like score on brand personality of upper class and tough.
Question 1.2Criteria/Processes: a. Category the brand personality score for each dimension as mentioned in Q 1.1. b. Calculate the sum score for each dimension as showed in figure-1. c. Conclusion: Users and non-users got a similar score at the dimension of sincerity, and users are evaluating the luxury watches as more excitement, competence, sophistication and ruggedness is higher than non-users.
Question 2.1:
Those personality features such as down-to-earth, Honest and up-to-date are relevant the same between users and non-users. It means both of their actual self-images are highly congruence with brand personality traits.
More differences are exciting in the personality image of daring, exciting, imaginative, spirited, reliable, successful, upper class and tough.
Conclusion: For Sincerity dimension (including down-to-earth and honest), users and non-users have a similar level of matching their self-images with brand traits.
For the dimensions of Excitement (including daring, exciting, imaginative, spirited and up-to-date), Competence (including reliable, successful), Sophistication
Question 1.1:
According to the brand personality article and the Exhibit 2 & 5, the similarity/differences could be observed as follows. Both users and non-users consider the luxury watches as quite sincerity, which is associated with the personality traits of down-to-earth and honest. Excitement dimension is associated with exciting, daring, imaginative, spirited and up-to-date, and this dimension of brand personality is more favorable in the users’ opinion. The high score in the personality of reliable and successful indicate that both present and potential users are regarding the luxury watches as very competence. For non-users, unlike those present users, they don’t like the dimension of sophistication or ruggedness much because of the lower like score on brand personality of upper class and tough.
Question 1.2Criteria/Processes: a. Category the brand personality score for each dimension as mentioned in Q 1.1. b. Calculate the sum score for each dimension as showed in figure-1. c. Conclusion: Users and non-users got a similar score at the dimension of sincerity, and users are evaluating the luxury watches as more excitement, competence, sophistication and ruggedness is higher than non-users.
Question 2.1:
Those personality features such as down-to-earth, Honest and up-to-date are relevant the same between users and non-users. It means both of their actual self-images are highly congruence with brand personality traits.
More differences are exciting in the personality image of daring, exciting, imaginative, spirited, reliable, successful, upper class and tough.
Conclusion: For Sincerity dimension (including down-to-earth and honest), users and non-users have a similar level of matching their self-images with brand traits.
For the dimensions of Excitement (including daring, exciting, imaginative, spirited and up-to-date), Competence (including reliable, successful), Sophistication