Brand Personality

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

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: -

5. Describe at least three characteristics that you want people to associate with your brand. (1-3 sentences. 3.0 points)

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

When consumers hear the word personal branding, they will automatically associated personal branding with corporate branding (Gail (2010), When a company has established a good reputation and have endurance longevity, customers will keep that company on their mind and not concern with a particular product.  For

The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.

Qualities that define my personal brand include leadership and outgoing qualities. My leadership qualities come from my abilities to treat others with respect and having an open mind about others opinions. My outgoing qualities come from my ability to communicate well with others. Three adjectives that describe my personal brand are friendly, understanding, and generous. I used friendly as an adjective

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Also, understanding other people’s perception of you speaks high volumes of your personal brand and can help make you a successful leader. “View your personal brand as a trademark; an asset that you must protect while continuously molding and shaping it. Your personal brand is an asset that must be managed with the intention of helping others benefit from having a relationship with you and / or by being associated with your work and the industry you serve” (Llopis, 2013).

B) The brand personality of a company can be described as the set of human characteristics that attributed to the brand of a company. It is something by which the consumer can relate to the brand which can effectively increase the value of the brand by effectively communicating a sense of similarity to their customers. There are five main types of brand personalities, but the one that matches Nestle the best is, excitement. Nestle gives of vibes of a carefree attitude and connects best with consumers that are youthful and spirited. Because of the nature of the products Nestle offers, the idea of Point of Purchase (POP) becomes very important. Many of the Nestle consumers purchase their products at the payment isle of grocery stores, so POP sales become very important. This also allows packaging to play an extremely important role during the POP purchase. Because there are many other similar products in the check-out isle, it is important for Nestle to make their products stand out. According to a brand manager from Nestle, “For Nestle, packaging has a key role to play in brand recognition”. Environmental issues, mainly the use of biodegradable and sustainable materials, have a growing impact on package design and materials sourcing. This is something Nestle keeps in mind when communicating with their consumers and also when maintaining brand identity and packaging characteristics. Nestle also recently announced that they

2. Underlying Message: The biggest strength of the brand is the sublimal implications of its underlying message. Axe

Brand personality allows the consumer to develop a meaningful attachment to the product. People do not develop meaningful, long lasting relationships with the thing itself, it is when the consumer is able see the product with a certain persona, with

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns