abhishreshthaa
Abhijeet S
Human beings have a personality, which is essentially a summation of traits. Brand personality can be defined in several ways, with emphasis on emotion, human and tangible aspects of the brand. It can also be defined as sum of the tangible and intangible aspects of the brand. Even for industrial product like steel, SAIL uses emotional connect with 'punch line' there is bit of SAIL in everybody's life. Brand personality, is process of transforming the brand into a person or humanizing the brand. Thus brands can also have characteristics (Ex: Sex, Gender, skills & abilities etc). Marketers deliver the personality using advertising, features, packaging etc.
Users and non users differ in perceptions with respect to Brand personality users attach a distinct personality to the brand. Established brands have unique personality which is generally consistent and may be implicit. Brand personality enables to establish relationship between brand & consumer with emotional content. The degree of proximity between brand and consumer personality, will influence the purchase intension and brand loyalty.
Brands need to update personality to stay contemporary and relevant, as target audience personality may change over a period of time, due to changes in cultural, economic, media exposure etc. Brand personality should not be confused with target audience characteristics. Personality may be existing or aspirational.
Projective techniques can be used to describe brands. Consumers can be asked to associate the brand, with adjectives (word association, sentence completion etc.) and also can be asked about user imagery.
Users and non users differ in perceptions with respect to Brand personality users attach a distinct personality to the brand. Established brands have unique personality which is generally consistent and may be implicit. Brand personality enables to establish relationship between brand & consumer with emotional content. The degree of proximity between brand and consumer personality, will influence the purchase intension and brand loyalty.
Brands need to update personality to stay contemporary and relevant, as target audience personality may change over a period of time, due to changes in cultural, economic, media exposure etc. Brand personality should not be confused with target audience characteristics. Personality may be existing or aspirational.
Projective techniques can be used to describe brands. Consumers can be asked to associate the brand, with adjectives (word association, sentence completion etc.) and also can be asked about user imagery.