Determination of Brand Personality Dimensions for a Laptop Computer Using Aaker’s Brand Personality Scale

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: -

Relating back to the idea of personality orientations, Fromm developed five social characteristics that represents the core of a character represented by social and cultural patterns. We have given Brooke a personality test to define her character types. Out of the five traits, she related most with the receptive, marketing, and productive orientation types. With this, we have found that Brooke being receptive means she is a dependent human being, who has difficulty saying no, enjoys listening to others instead of speaking about herself, and a seeking to be loved and help others. As a marketing individual; which is unique to the newer generations like herself, she sees people as a business transaction. This entails that Brooke would typically look at things that are supposed to be positive, and see the gains she would receive out of it. For example, she would get married solely to get the financial benefits.

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

I totally agree with you that “People always have the model in their mind to follow.” Company would relate to how we can be able to use their product to make us look good. Which does not really promote individualism for anyone. If they are trying to promote self fulfillment and individualism they wouldn’t have to adapt to our life to sell their goods. An advertisement that that is not necessarily promoting conformity would just advertise their products in a “regular way.” Advertisement heavily affects the population because they would admire the models that are being promoted therefore does not really promote any type of individualism. On top of that they are trying lure their customers to keep coming back to their company. Although there nothing

The essence of what defines us, as human beings, is complex, ever evolving process of a combination of biology and life experiences. A person’s personality is innate, yet it can become molded over time due to experience; it is a multitude of interactions and constructs. The construct of personality is challenging to define as personality theorists continue to debate on its definition. Rather than settling on one universal definition, each personality theorist evolved their own distinct perspective. Due to a lack of agreement, the definition for personality will be defined as “a pattern of relatively permanent traits and unique characteristics that give consistency and individuality to a person’s behavior” (Feist and Feist, 2013).

way of stereotyping people by using only one characteristic, for example, “I don’t like John he is to selfish”. Val in her article explained how branding is heavily focused on what other people can perceive when they look at you, it can be your cloths, your car or your shoes. But in some cases, people tend to be branded by their attitudes. The power of branding is transforming your prejudgment into a key word, this can make it much easier to transmit what you think of others. Branding can be seen as a Facebook, it’s a platform to get the prejudgments across in a wider range.

| Brand personality: Reliable, cheerful, funRelationship: Relied upon for efficiency and ease in meeting customer needs

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

Critical Investigation of the Relationships between the Brand Personality of a UK’s Sport Team and Customers’ Identification.

This essay will firstly assess a variety of models of personality, firstly taking into account Gordon Allport’s model, followed by Raymond Cattell’s 16 trait factor model and Eysenck’s, 3 factor model. Before, critically discussing the five factor model of personality and individual traits, these are made up of the characteristics of an individual which includes their, thoughts and behaviours that make a person unique.

Personality is dependent on the time and the place, therefore can massively affect the consumer’s

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).

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.

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

In our day and age, we all have had instances where bad marketing behavior has knocked on our doors. These marketers realize that the common public is the target to be manipulated thus demonstrate an image that some of humanity would die for; one which includes pursuit of money, fame, success, wealth. These are all good perks of life and necessities to live on and carry a legacy. But, in the event that this type of marketing is done through of manipulation brings in the topic of character and personality traits. When