Brand Personality: Article Analysis

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

Numerous self-determining sets of researchers explained & discovered the 5 broad elements based on data driven, empirical research. Raymond Christal and Ernest Tupes sophisticated the original representation, grounded on work performed at the “U.S. Air Force Personnel Laboratory in the late 1950s”

Companies use this technique to give their brands personality by using inanimate objects or animals and giving them human like qualities. Using anthropomorphism, companies develop brand loyalty. “Brand loyalty is built and strengthened by a company’s ability to create a strong emotional connection to a certain brand (Shaffer).” A strong emotional connection with consumers is an essential part of creating such loyalty because it is not an easy task to build brand loyalty. The consumer must build a certain amount of trust and emotion for the brand in order for them to fully be loyal to a brand. “Products are seen as having consciousness or a soul, an underlying defining essence analogous to a genetic code, personality, relationships, and

Brand image is the impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). It is set of feelings, emotions and experiences that are linked to the brand. While brand personality is the image the company wants to convey through the different brand architecture (logo, name, Marketing mix, and communicated messages) and they have control over, the brand image is the subjective mental picture of the brand. It is developed over time through advertising

This article will firstly generalize the concept and the theory system of the term ‘self extended’. Then how it influence the consumers would be analyzed by comparing behavior learning theory, motivation and involvement, together with value, attitude and personality. Finally, 4 advertisement representing 4 levels would be given.

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

This report is a study of brand personalities and how they can “rub off” on their consumers. This is how the consumer perceives themselves after they use that brand. This article is important because it shows how a brand can affect the consumer. If a brand can capture a personality of a certain person, the more likely that person will stick with that brand. Brand loyalty is a very important aspect of marketing and can produce a lot of good for the brand. Even though this may seem natural, what if a consumer was to start using a new brand of products? Would their personality match the products they use or

An average comprehension of the attributes that a VIP identifies with serves to pinpoint the genius brand picture (Aaker 1996). Characteristics are the realistic characteristics of the brand and involve thing related qualities and non-thing related traits, item related properties suggest, in the showcasing of customer items, to the "include ins critical for performing the item or organization" (Keller 1998, p. 3), while non-thing related attributes insinuates the "outside parts of the thing that relate to its

Brand attitude has been widely used as a construct to exam consumers’ behaviours in fashion industry studies ( James, 2001). Attitude can define as a person’s psychological adaptation consists with 3 components: personal feeling, intention and beliefs (Kahle & Timmer, 1983) which regarding to a person’s knowledge, beliefs towards the product ( Sehutte, 1999) and previous experience ( O’ Cass & Choy, 2008).

We evaluated the brand personality using the five dimensions sophistication, competence, sincerity, excitement, and ruggedness on a scale of 1 to 5, 1 being the lowest score on that dimension. As we can see on the chart, sophistication and ruggedness have lower scores, while all other dimensions achieve high grades. Red Bull is especially perceived as exciting and competent through its sponsoring of events (see advertising B and C in Appendix 1). Red Bull does not emphasize associations to its history or the country in which it is produced.

However, only three of these factors (Excitement-Extroversion, Competence-Conscientiousness, and Sincerity-Agreeableness) appear in both structures. The possible reasons of these differences between the structures of personality and brand personality are basically on two aspects. The first one may come from transferring the personality metaphor. To imagine the brands as human beings, the respondents need to get familiar with the as-evaluated brands as much as possible so that they could answer more dimensions of brand personality. Otherwise, the descriptions they made may be inaccurate and superficial.

This has been done by looking at the VW polo model of 2014 in particular, and the previous models in general, and adequately substantiated by using literature, journals, advertisements and public opinion. The essay has gone further to show how consumer behavior is an important tool for marketers to understand how to influence consumer personality traits particularly as it relates to the need for uniqueness and consumer innovation. These two categories were analyzed with reference to the Volkswagen Polo and comprehensively studied how the company aimed to fulfill such consumer needs. The analysis provided in this essay has shown that it is increasingly important for organisations to research, understand and respond to the current and potential needs of consumers if they are committed to influencing the manner in which their products and services are interacted

Several journal articles have been published in relation to the concept of self- congruity and consumer behaviour. It is seen that different articles focus on developing brand personality and image, pertaining to a specific field.

Marketing, in this modern generation, has evolved in tons of various methods. To find the best ways to market a product is imperative in order to survive in this era of globalization. Self-congruity, a discussion initiated by Gardner & Levy is a self-concept and product image relationship and has since been studied by many (Klipfel, J. Barclay, A., & Bockorny, K., 2014). As Levy’s early theory suggest that the notion of congruity between self-concept and brand image are psychological, as it was determined that “modern goods are recognized as essentially psychological things which are symbolic of personal attributes and goals and of social patterns and strivings” (cited by Klipfel, J. et al, 2014).

to Hawkins, et al (2001), brand personality can be considered as “what type of person