abhishreshthaa
Abhijeet S
Brand as a person-BRAND PERSONALITY:
Brand personality is an important area of study for at least two reasons. First, research has shown that a strong brand personality may justify a higher price premium. Moreover, brand personality can play a key role in differentiating a brand in a product category where there is actually little or no difference between products. Prior research indicates that the greater the similarity between a consumer’s personality characteristics and the characteristics that they believe comprise the brand, the greater the preference for that brand.
Brand-as-person perspective suggests a brand identity that is richer and more interesting than one based on product attributes. Like a person, a brand can be perceived as being upscale, competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful or intellectual.
☛ FARDEEN KHAN for PROVOGUE
In this case you would associate Fardeen Khan with someone who is cool, trendy, from the upper class, fun loving. With Fardeen khan endorsing for provogue people’s perception about Provogue clothes is also cool, trendy, for people who are fun loving.
A brand personality can help create a stronger brand in many ways:
1. It can help create a self-expressive benefit that becomes a vehicle for the customer top express his or her personality. For e.g. an Apple user might consider himself to be casual, anti corporate and creative.
2. Just as human personalities affect relationship between people, brand personality can be the basis of a relationship between the customer and the brand. E.g. Mercedes Benz might be perceived as a upscale, admired person.
3. It might help communicate a product attribute and thus contribute to a functional benefit. E.g. The strong, energetic personality of the Ambuja man suggests that Ambuja cement is also strong and energetic.
Brand personality is an important area of study for at least two reasons. First, research has shown that a strong brand personality may justify a higher price premium. Moreover, brand personality can play a key role in differentiating a brand in a product category where there is actually little or no difference between products. Prior research indicates that the greater the similarity between a consumer’s personality characteristics and the characteristics that they believe comprise the brand, the greater the preference for that brand.
Brand-as-person perspective suggests a brand identity that is richer and more interesting than one based on product attributes. Like a person, a brand can be perceived as being upscale, competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful or intellectual.
☛ FARDEEN KHAN for PROVOGUE
In this case you would associate Fardeen Khan with someone who is cool, trendy, from the upper class, fun loving. With Fardeen khan endorsing for provogue people’s perception about Provogue clothes is also cool, trendy, for people who are fun loving.
A brand personality can help create a stronger brand in many ways:
1. It can help create a self-expressive benefit that becomes a vehicle for the customer top express his or her personality. For e.g. an Apple user might consider himself to be casual, anti corporate and creative.
2. Just as human personalities affect relationship between people, brand personality can be the basis of a relationship between the customer and the brand. E.g. Mercedes Benz might be perceived as a upscale, admired person.
3. It might help communicate a product attribute and thus contribute to a functional benefit. E.g. The strong, energetic personality of the Ambuja man suggests that Ambuja cement is also strong and energetic.