Brand Personality Essay

843 Words2 Pages

According to Aaker (1997), brand personality is created by both product-related and non-product related factors. Product-related factors include characteristics of the product itself, such as packaging, price, and promotion. Non-product related factors come directly from the firm, including brand symbols, country of origin, and company image. In this dissertation, the drivers that affect brand personality are categorized into three groups: direct factors formed by firms, indirect factors formed by the product category, and consumers' personal factors. Direct factors that affect brand personality include the brand's symbols, country of origin, sponsorships, advertising style, age, corporate image, users, CEO image, and celebrity endorsers. Symbol: As previously mentioned, a symbol can create and cue brand personality. According to Aaker (1997), a symbol can be a useful and powerful influence on brand personality since it can have strong associations with the brand. For example, the Geico lizard, the Energizer bunny, and the Michelin man, named Bibendum, all help to create and reinforce the personalities of their respective brands. Country of origin is often considered a crucial factor in consumer choice behavior, as it can signal quality (Solomon, 1999). Consumers often associate France with wine and perfume, and Italy with designer clothes, shoes, and sports cars (Schiffman and Kanuk, 2000). A brand's country of origin is believed to influence the perceived personality of the brand. For example, German cars tend to be perceived as reliable and competent due to the reputation of German engineering. Sponsorships can affect a brand's personality, as noted by Aaker (1997). Events sponsored by a brand, such as the world cup of freestyle ski, international break-dancing championship, and street painting, can reinforce a brand's unique and youthful personality (Aaker, 1997).

Open Document