Brand Personification Case Study

700 Words2 Pages

1. Introduction - The concept of brand

There are many definitions of the term brand that are significantly different. Some definitions are based on the brand as a determinant of visual corporate identity of the company. Thus, the definition of the American Marketing Society perceives brand as “the name, term, design, symbol, or other feature that distinguishes one seller's product from those of others.” Visual identity is certainly important, but not the only aspect of the brand. It is a new dynamic experience of the product, which is created in the mind and emotions of consumers. In today's competitive environment, brand can be defined as “a set of expectations, memories, stories and relationships which, integrated, influence customers´ …show more content…

The concept of brand personification alludes that the human characteristics should be assigned to the brand. Once the brand personality built, marketing experts should accept the fact that consumers will develop the attraction or aversion towards the brand. The consumers´ attitude towards brand is conditioned by his/her own personal traits. Attachment and repulsion theories have derived from psychology, but are applicable to the analysis of brand attraction and aversion. In my opinion, the reason for applicability of AA theory in brand management is the fact that brand has become anthropomorphized …show more content…

Anxiety is also highly associated with self-criticism. Individuals with high levels of anxiety are more likely to use external assistance to enhance their own value. For these reasons, these people will pay much more attention to brand personality and will use the brand as an evidence of self-worth. In contrast, people with lower levels of anxiety have a more positive self-image and a higher level of self-esteem. Due to a higher sense of self-worthiness, these individuals will rely less on external resources (brands) in order to improve self-image and will be less inclined to focus on brand personality.

In the analysis of the avoidance dimension, it is possible to distinguish between withdrawn (introverted) and open (extrovert) customers. Introverted individuals tend to form shallow, less stable, short-term relationships, while extroverts develop deeper, more intimate and long-term relationships with other people. Introverted customers value their own freedom and independence. That is why there is often a strong link with brands that support their real personality, not an ideal image of themselves.

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