2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender‚ age‚ and socioeconomic class‚ as well as such classic personality traits as warmth‚ concern and sentimentality. Brand Personality like human personality‚ is both distinctive and enduring. For example‚ one analysis found Coke to be considered real and authentic whereas Pepsi was
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Introduction: Brand personality is the attribution of human traits and characteristics to the brand name‚ so as to relate the personality of brand with a prospective customer and thereby increase the brand equity. I have structured my assignment in the following manner: In part one I would define and examine the concept of brand personality and the specific human traits that can be associated with a particular brand. Second part will include the association and evaluation of traits with my
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Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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Brand assessment of Horlicks Brand Profile: Horlicks Product Category: It’s a malted milk hot drink.Horlicks offers three varieties Junior Horlicks‚ Horlicks for Women‚ Horlicks Lite. Primary ingredients: It is known as ‘The Great Family Nourisher’.it offers pleasurable nourishment with its delicious range of flavours including Vanilla‚ Toffee‚ Elaichi and Chocolate. History: Holicks a brand established before 6 decades back in 1960 Two Chicago‚ US-based brothers‚ James and William Horlick
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BIANCA GROHMANN* Although masculinity and femininity are personality traits relevant to brands‚ their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show
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1. Using the tricomponent attitude model‚ compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite. The tricomponent attitude model is made up of Cognitive‚ Affective and Conative component. The three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario. Here we are studying how the consumers react to Kraft Food and Vegemite. Cognitive Component Cognition is basically making
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Task of business: to deliver customer value at a profit; co. can only win by finetuning value delivery process and choosing‚ providing‚ communicating superior value Value Delivery Process: begins before a product exists; 3 phases- Choosing the value: how mktg does before existence of product; segment mkt‚ select target‚ develop offering’s value positioning (STP) Providing the value: mktg determines product features‚ prices‚ distribution Communicating the value: utilize sales force‚ internet‚ ads
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old-fashioned (Sincerity). This might describe brands like Hallmark‚ Kodak and even Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family. Spirited‚ young‚ up-to-date‚ outgoing (Excitement). In the soft drink category‚ Pepsi fits this mould more than Coke. Especially on a weekend evening‚ it might be enjoyable to have a friend who has these personality characteristics. Accomplished‚ influential‚ competent (Competence). Perhaps Hewlett-Packard
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Brand Management and Communication Professor Sandor Czellar May 2010 ABSOLUT VODKA - BRAND ANALYSIS TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz Brand Management and Communication Absolut Vodka – Brand Analysis TABLE OF CONTENTS INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ....................................................
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Make friends with customers What should a marketer know about brand personality theory and practice 1. What is brand personality? 1.1 The background of brand personality. The first time when brand personality was mentioned was in 1955 by David Ogilvy (Ogilvy‚ 1955) when he had a lecture to American Associate of advertising Agencies. This concept comes out in the specifically background. As the developing of the technology‚ the produce with the same quality become much than before. Producers
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