Trait Theory and Brand Personality Framework

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: -

the five personality factor theory, as well as the theories on which it is based.

The trait perspective on personality in the field of psychology assumes that there is a given set of character traits defined by any theory and that every individuality maps along the continuum of these characteristics. The approach considers these different traits as the building blocks of personality that in their interaction with each other at different amounts cause the development of a unique individual

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

found later on in the textbook is called the Five-Factor model of personality (Cervone & Pervin,

Costs & McCrae, (1995) supported the development that each of the Five Factor Model (FFM) further split into six facets, (Widiger & Costa, 2012). The five factor model and their six facets are explained as: “Extraversion (E) – gregariousness, sociability, affiliation, dominance, boldness and forcefulness, Agreeableness (A) - generous, cooperative, altruistic and warm, Conscientiousness (C) – responsible, efficiency, dependability, carefulness and organization, Neuroticism (low ES) – anxiousness, insecurity, indecisiveness and being tense /Emotional Stability (ES) - self-reliant and stable and Openness to Experience (O) – imaginative, unconventional, curious, original and independent minded” (Ehrhart et. al., 2008) allowing the five factor model to be effective in developing cross-cultural questionnaires (Costs & McCrae, 1995).

Model was generated through factor analyses, results gathered from a large number of interviews, observations, self and peer reports on personality questionnaires across participants from different ages and cultures.

Brand orientation is an additional degree of sophistication. To be brand oriented is market orientation ‘plus’.” (Urde, 1999, p. 118). Has the understanding of brands, the role of brands, and the management of brands fundamentally changed, or are these examples just anomalies: that is, rare exceptions to the rule that can be disregarded? Kuhn (1962, 1977), discussing paradigm shifts, describes a change of practice, the theoretical applications and the set of fundamental rules that define an area or discipline. In a narrow sense, identifying a shift in a paradigm is about ideas expressed in textbooks, while in a broader sense, it can be viewed as what is seen as the theoretical foundation of a given area. It is now vital to backtrack for further reflection on developments within the area of strategic brand management. For example, if an older edition of a marketing textbook by Kotler were to be compared with a more recent edition of a reader on strategic brand management by Kapferer, what conclusions could be drawn? If attention is paid to ‘new‘ concepts such as identity, brand equity, core values, corporate branding, internal branding, employer

To truly understand someone’s personality, one must know their traits. Everyone has their own assortment of traits that generate their unique personality. “A trait is a unit of analysis to describe…explain human thought, affect and behavior” (Lecci, 2015, sec. 8.1). Throughout this paper, I will discuss the trait model of personality and identify a principal theorist associated with the model. I will also compare and contrast this model with the psychodynamic model of personality in regard to the difference between healthy and unhealthy personalities. After that I will identify and describe each of the five traits included in the big five model. Lastly, I will reflect on my own results from the online The Big Five Personality Test and discuss how I scored on each of the five traits.

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

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.

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

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

To understand how personality has consequences and influences it has on performance, it would be vital to contrast organisations and a psychologists approach as well definition of personality in an accurate and detailing understanding. Personalities can play a vital role in employee performance, as psychology attempts to distinguish the differences between individuals. "Personality is the psychological qualities that influence an individual 's characteristics behaviour patterns, in a stable and distinctive manner" (Huczynski & Buchanan 2013). It would also be necessary to consider the performance of employees which would affect the needs and expectations of stakeholders '. Organisations and employees would be required deliver satisfying results which would benefit in profit and an exceptional reputation for the organisation, however not all organisations seek to earn profit. This would be classified as performance management, "performance management is a process by which the company manages its performance in line with its corporate and functional strategies and objectives" (Bitici, Carrie & McDevitt 1997. This essay will investigate how personality predicts employee performance and explore factors which organisations need to scrutinize in order to accomplish certain tasks.

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