Brand Personality Essay Example
What is a Brand Personality?
Reflecting the collection of experiences that the public has with the brand is brand personality. Much importance is given to consumer’s emotions and connections. The brand’s courage to stand for something is reflected by personality. Brand Personality is what distinguishes one brand from another or a particular brand from a product. Much of the work in the area of brand personality is based on translated theory of human personality and using similar measures of personality attributes and factors.
Brand Personality is the sum total of all the significant tangible and intangible assets that a brand possesses.
Creating a brand personality:
First and foremost, decision of what personality traits a brand should have must be made. Brand personality can be created through many ways. One way is either the brand personality should match the consumer or to a personality that they like. The process will be 1. Define the target audience 2. Find out what they need, want and like 3. Build a consumer personality profile 4. Create the product personality to match that profile
Example:
Companies such as levis strauss, who research their target audience fastidiously, favour this type of approach. For levis the result is a master-brand personality that is: • Original • Youthful • Free • Individual
A related product brand personality for a specific customer group like levis 501 jeans is: • Physical • Resourceful • Independent • Likes being admired
Both profiles appeal mostly to the emotional side of people’s minds to their feelings and sensory function. This profiling approach aims to reinforce the self-concept of the consumers and their aspiration. The approach is ideal for brands that adopt a market-niche strategy, and can be extremely successful if a market segment has a high degree of global homogeneity, as is the case with levis
Adding personality is even more important if the task is
Reflecting the collection of experiences that the public has with the brand is brand personality. Much importance is given to consumer’s emotions and connections. The brand’s courage to stand for something is reflected by personality. Brand Personality is what distinguishes one brand from another or a particular brand from a product. Much of the work in the area of brand personality is based on translated theory of human personality and using similar measures of personality attributes and factors.
Brand Personality is the sum total of all the significant tangible and intangible assets that a brand possesses.
Creating a brand personality:
First and foremost, decision of what personality traits a brand should have must be made. Brand personality can be created through many ways. One way is either the brand personality should match the consumer or to a personality that they like. The process will be 1. Define the target audience 2. Find out what they need, want and like 3. Build a consumer personality profile 4. Create the product personality to match that profile
Example:
Companies such as levis strauss, who research their target audience fastidiously, favour this type of approach. For levis the result is a master-brand personality that is: • Original • Youthful • Free • Individual
A related product brand personality for a specific customer group like levis 501 jeans is: • Physical • Resourceful • Independent • Likes being admired
Both profiles appeal mostly to the emotional side of people’s minds to their feelings and sensory function. This profiling approach aims to reinforce the self-concept of the consumers and their aspiration. The approach is ideal for brands that adopt a market-niche strategy, and can be extremely successful if a market segment has a high degree of global homogeneity, as is the case with levis
Adding personality is even more important if the task is