The Impact of Brand Personality on Brand-Aroused Feelings Dr Karen Miller School of Management and Marketing‚ University of Southern Queensland‚ Toowoomba‚ QLD‚ Email: Miller@usq.edu.au Brand managers are increasingly using brand personality to differentiate and uniquely position their brand without really knowing its effects. This study begins to addresses this gap by examining the effects of brand personality on brand-aroused feelings across the product categories of sport shoes‚ mobile phones
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Market Forces April 2008 Vol. 4 No. MARKETING MIX & BRAND RESEARCH MARKETING MIX AND THE BRAND REPUTATION OF NOKIA SYED EHTESHAM ALI College of Management Sciences PAF-Karachi Institute of Economics and Technology E-mail: s_ehtesham_ali@hotmail.com Abstract Pakistan’s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies
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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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biggest selling Scotch whisky and the third largest spirits brand in the world; which has presence in more than 200 countries. The brand outsells its nearest rival by over 10 million bottles a year. “Johnnie Walker Red Label” is the third largest spirit brand in Australia and the market leading Scotch whisky brand in the Australian market. With a strong heritage and an interesting history since 1820‚ the brand raised its own personality and brand elements such as the Striding Man or the square bottles;
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when they become pregnant and there is no freedom of association. This research focuses on Nokia and aims to find out whether the conclusions of the SOMO report and the publicity that followed afterwards had any harmful effects for the reputation of Nokia among consumers in The Netherlands. The target groups of this research are consumers and potential consumers of Nokia between the age of 18 and 65. Nokia is the largest supplier of a wide range of mobile phones and its goal is to have the best quality
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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 that (1) spokespeople
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global market‚ Nokia is finally challenging its status quo. This day saw Nokia Music Store opening its door to music lovers in Australia – the eighth media store after Britain‚ Ireland‚ Germany‚ Italy‚ Finland‚ Netherlands and Singapore. The Nokia Music Store contains millions of tracks from both global and local artists and users will be able to download songs to their computer supported by Windows XP or Vistas PC and transfer them to their mobile phones be it Nokia or other brands. Songs can also
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In may 1992 the finnish company Nokia started to focus on telecommunications‚ and they are selling the first GSM-mobilephone. The companies goal in 1994 was to sell about five hundred thousand mobile phones. The goal was pulverised by selling more than twenty million mobile phones. Today‚ Nokia is a world leader in digital technologies‚ including mobile phones‚ tele-communications networks‚ wireless data solutions and multimedia terminals. In 2007 Nokia was worlds number one manufacturer
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1. What Nokia should do next http://web.ebscohost.com/ehost/detail?vid=2&sid=a1606512-2fe5-4502-b82f-c6387f85f619%40sessionmgr10&hid=21&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=90188081 In the end‚ I decommissioned my £10 Nokia 1100 out of vanity three years ago. It had survived countless mishaps‚ including one memorable death-defying dive into a cup of hot tea. Unlike my iPhone‚ its battery could trundle along for at least a week and no app could be more useful than its built-in torch
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Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first‚ along with some real examples of how firms make use of personality traits to strengthen their brands. The shortcomings of the two existing theories will then be analyzed‚ and some measures developed by recent researchers will be introduced in order to overcome the weaknesses. I chose this topic because I am interested in psychology and personality traits. Many personality tests usually
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