Personality and Marketing

515 Words2 Pages

Personality and Marketing
Rickey McIlrath
Colorado Technical University

Personality and Marketing
Brand Attributes and Personality that Match with the Target Market
It is important for a brands personality to match up with that of its intended target customers. Reading through some marketing sites Dr. Brian Monger situated his words in a way that I like best for the task of creating a brand image. Dr. Monger stated “ The task of creating a brand image often needs to move beyond attributes or feelings, to include the ultimate consequences of product use and the relationship of product use to people’s life-styles, needs, and values. A positioning strategy that focuses only on attributes or feelings can be shallow and less effective than one that is based on a richer knowledge of the customer.” Simply put make your brand relate to the intended buyer on a personal level, one that hits home with the things that they want and like to do. The understanding needs to be met that each target market will have different relations to products from the other. High priced cars can b...

Show More
Related

  • Brené Brown's Importance Of A Personal Brand

    885 Words  | 2 Pages

    Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a

    Read More

  • Characteristics Theory: The Big Five Theory Of Personality

    867 Words  | 2 Pages

    Human assets experts regularly utilize the Big Five identity measurements to help place workers. That is on account of these measurements are thought to be the hidden qualities that make up a singular 's general identity. The "enormous five" are general classes of identity characteristics. While there is a critical collection of writing supporting this five-component model of identity, specialists don 't generally concur on the accurate marks for each one measurement. The Big Five characteristics are Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism:

    Read More

  • The Brand Personality of Target Corporation

    1039 Words  | 3 Pages

    In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.

    Read More

  • Personality Theories Overview

    1045 Words  | 3 Pages

    Many psychologists throughout many years present theoretical approaches in an attempt to understand personality. Hans Eysenck’s approach of personality differed from that of Sigmund Freud and his psychoanalytical theory of personality. Eysenck’s theory of personality relies on the scientific basis of biology in explaining human personality. Although Freud’s theories are intriguing to an open mind, Eysenck’s approach made measurable scientific sense. He relied on the use of trait and factor analysis, which is a statistical method. Freud relied on faith and his personal opinions based on observational research to reach the assumptions that set forth his theories (Feist & Feist, 2009). Eysenck and Freud did not agree on anything about understanding how and why the mind operates the way, it does.

    Read More

  • Personality

    598 Words  | 2 Pages

    “Catcher in the Rye”, by J.D. Salinger, is a timeless classic of a boy just trying to find himself in world full of rejecting people. The main characters name is Holden Caulfield. Holden is a sixteen year old boy who has been expelled from a yet another school. Holden has many problems in his life ranging from girlfriends to family. He does not have many friends, the girl he used to love had sex with a boy he hates, and his little brother passed away at a very young age. No matter what Holden tries to do, it seems life only gets worse. Holden has a strange personality. He wants to hold onto every childhood aspect that he can yet have sex with a prostitute. Every character in “Catcher in the Rye” has very different personalities and characteristics; each of these characters represents and shapes Holden’s own personality. Phoebe is the childhood side while Mr. Antolini is his adult side.

    Read More

  • Personality Theories

    866 Words  | 2 Pages

    Personality-This are characteristically patterns of thoughts, feelings, and behaviors that makes a person to be unique from other individuals. It mainly consists of who you are, who you have been and what you will become. There are a number of different theories that have emerged to explain different aspects of personality. Some focus on explaining how personality develops while others focus on individual differences in personality. According to Freud, the mind is divided into the conscious mind which is composed of all things we are aware of and the unconscious mind which has things we are not aware of. He also goes on and divides the human personality into: the identity, Ago and the superego. He terms the Identity as the most primitive part and it’s the source of all the basic wants. It is generally unconscious and hence serves as the main source of libidinal energy. Ego component focuses on reality matters and ensures satisfaction of the identity in a realistic manner that is safe and socially accepted. The superego component holds internalized behavior and standards we learn from the surrounding environment like our parents and society. Freud came up with four stages of psychosexuality: Oral, Anal, Phallic and Genital. At each stage different parts of the body are able to produce pleasure hence they serve as the main source of pleasure, frustration and self-expression. If at all a conflict remains unresolved at any particular stage, the individual might remain fixated at that particular point of development. A fixation can involve an overdependence or obsession with something related to that phase of development. When a person is considered to have oral fixation is one who stuck in the oral stage of development him/her posse’s...

    Read More

  • Decoding Personalities: The Myers-Briggs Type Indicator

    1589 Words  | 4 Pages

    Personality is defined as a combination of characteristics or qualities that make up an individual’s character. There are tests that can help one decode their personality and understand their quality of what it means to be a person. The Myers-Brigg Type Indicator and the Big Five or Five Factor Model ate such tools. The Myers-Brigg Type Indicator is a psychological self-assessment which provides some insight to the takers personality. Although it can be a tool used for career planning and leadership development, the Myers-Brigg Type Indicator is better classified as a personality test that depending on the results of the assessment can help one with their decision making skills, build stronger relationships, and

    Read More

  • Personality

    1468 Words  | 3 Pages

    Psychology covers a huge field and one interesting aspect of it is personality. Personality by itself involves various issues. Some aspects are Psychoanalytic, Ego, Biological, Behaviorist, Cognitive, Trait, and Humanistic. Different types of behaviors are amazing to learn about, mainly the behavior therapy, collective behavior, crime and punishment, and Social behavior and peer acceptance in children. I chose Behaviorism over the other aspects because I believe behavior determines human personality and is very interesting. You can tell what one is by his behavior, and one behaves according to what place he has in society. By doing this paper on Behavior, I hope to get a better understanding of, if behavior develops a personality or if personality guides behavior. I also see behaviorism helping me in the future with my personal and professional career by understanding human personality and behavior better than I do. No matter what your major is, if you can determine one's personality by his behavior you can really get your work done from that person and understand the better than you would otherwise. This person could be your employee or your employer. Behavior Therapy Behavior therapy is the application of experimentally derived principles of learning to the treatment of psychological disorders. The concept derives primarily from work of Russian psychologist Ivan Pavlov. Behavior-therapy techniques differ from psychiatric methods, particularly psychoanalysis, in that they are predominately symptom (behavior) oriented and shows little or no concern for unconscious processes, achieving new insight, or effecting fundamental personality change. The U.S. psychologist B.F. Skinner, who worked with mental patients in a Massachusetts State hospital, popularized behavior therapy. From his work in animal learning, Skinner found that the establishment and extinction of responses can be determined by the way reinforces, or rewards, are given. The pattern of reward giving, both in time and frequency, is known as a schedule of reinforcement. The gradual change in behavior in approximation of the desired result is known as shaping. More recent developments in behavior therapy emphasize the adaptive nature of cognitive processes. Behavior-therapy techniques have been applied with some success to such disturbances as enuresis (bed-wetting), tics, phobias, stutteri...

    Read More

  • Differentiation Strategies Used by BMW

    556 Words  | 2 Pages

    One of the differentiation strategies used by BMW is the creation of auto products that consumers can emotionally relate to. In building the BMW brand, the company has succeeded in positioning its products as prestigious or luxurious. Therefore, most consumers want to own a BMW car solely for the prestige it gives them. BMW products are not only purchased due to their usability or functionality but for the status they give the owner. Subsequently, when a person buys a BMW product, they are emotionally attached not just to the car but to the brand as a whole. This has created increased brand loyalty in BMW growing its customer base as more people search for the status associated with the company’s products.

    Read More

  • Personality Theory And The Big Five Approach

    1286 Words  | 3 Pages

    Personality Theories The Big Five Approach plays a major role in the process of understanding and analyzing a child’s outcome, as well as any adjustment issues that may occur during a child’s development. Along with these accomplishments, the Big Five approach has proven to be able to cover children, adolescents, and adults under one spectrum (Van den Akker et al., 2013). The article, “The development of personality extremity from childhood to adolescence: relations to internalizing and externalizing problems” provides an intense amount of information on personality theories and goes into depth about how personalities develop and how to distinguish between them as well. This study not only incorporated the study of personality extremity throughout childhood and adolescence, but the issues between personality extremities and personality adjustments as well (Van den Akker et al., 2013).

    Read More

  • Analysis Of The Big Five Personality

    857 Words  | 2 Pages

    Personality psychologists that were fascinated in what distinguishes one individual from another created the Big Five Personality test to conclude why we act the way we do as john stated (John). The Big Five Personality traits can be summarized into five separate groups starting with neurotic, extroversion, agreeableness, conscientiousness and Openness/experience. John states that in the systematic group The Big Five is now the most precise and most benefited model (John). After taking the Personality tests myself the results seemed pretty accurate to what I was expecting but in some of the categorize I was a little bit shocked as well.

    Read More

  • Personality And The Five Factor Model

    934 Words  | 2 Pages

    Personality is massive part of an individual’s identity. Our personalities dictate our patterns of thinking, feeling, and acting. An individual’s personality exposes them to predispositions and habits that influence their actions and lives. Early on, personality assessments consisted of physical features ranging from head shape and facial characteristics to body type. In today’s world, personality assessments are mainly based around traits. Traits are simply descriptions of one’s habitual patterns of behavior, thought and emotion. The most popular personality assessment is the Five-Factor Model, also known as The Big Five. This model allows us to describe people based on the five main traits/dimensions. These traits are extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience. Each of these five traits measures a different aspect of one’s personality. Extraversion is based on one’s level of engagement with the world,

    Read More

  • Exploring My Extroverted Personality

    875 Words  | 2 Pages

    Personality is a set of behaviors, attitudes, feelings, and ways of thinking. Personality characterizes us and makes us unique and unlike anyone else. I would describe myself as an extrovert, meaning that I am energized by other people and things. I enjoy being around others as it motivates me and helps me improve more as a human being. I also gather my information primarily by trusting and relying on concrete information. Moreover, I make my decisions based on principles or facts. My approach to most of the things in life is extremely flexible because I do not like having a strict schedule that I am forced to follow. Additionally, I tend to adapt instead of stay structured and organized.

    Read More

  • Personality and Decision-Making

    1104 Words  | 3 Pages

    The first personality test was the basic personality test. The assessment from the basic personality type indicated that my personality classification is an ESTJ (Llorens, 2010). The results found that I am more extroverted than introverted; I tend to be more sensing than intuitive, more of a thinker versus a feeling individual, and I am judging versus perceiving. The interpretation indicated that I am realistic, logical, analytical, decisive, organized, and I like to run things. The results were interesting, the analysis and interpretation was extremely accurate to my tendencies and my current role in my organization. The result provided me with insight to my tendencies and approaches to situations that I face each day as a leader in a multi-faceted organization (Llorens, 2010). Additionally the results indicated that my personality type matches my career aspirations as an Executive Program Manager in a corporate setting. Understanding and accepting my tendencies as an ESTJ personality type helps me be more introspective and insightful of my approaches and how I treat people and convey expectations will make me a more aware of weaknesses and strengths and use the knowledge to improve how I engage with others.

    Read More

  • The Principle of Separate Corporate Personality

    2542 Words  | 6 Pages

    The Principle of Separate Corporate Personality The principle of separate corporate personality has been firmly established in the common law since the decision in the case of Salomon v Salomon & Co Ltd[1], whereby a corporation has a separate legal personality, rights and obligations totally distinct from those of its shareholders. Legislation and courts nevertheless sometimes "pierce the corporate veil" so as to hold the shareholders personally liable for the liabilities of the corporation. Courts may also "lift the corporate veil", in the conflict of laws in order to determine who actually controls the corporation, and thus to ascertain the corporation's true contacts, and closest and most real connection. Throughout the course of this assignment I will begin by explaining the concept of legal personality and describe the veil of incorporation. I will give examples of when the veil of incorporation can be lifted by the courts and statuary provisions such as s.24 CA 1985 and incorporate the varying views of judges as to when the veil can be lifted.

    Read More

More about Personality and Marketing

Open Document