What Is Brand Uniqueity Related To Human Personality?

892 Words2 Pages
bulb-icon

Recommended: How does personality influence consumers’ behavior

Introduction Companies like Harley-Davidson have been around for years. Harley has been able to have a uniqueness about their brand. Harley is different from other motorcycle companies. Harley-Davidson motorcycles have a particular personality regarding the brand. Companies like Harley-Davidson and other power companies have built a meaningful relationship with brand personality. This paper will be discussing brand personality how it is related to human personality. Is brand personality part of self-concept? Why do consumers make purchases? This paper will discuss why it important that companies build a brand personality. Kumar et al. (2006) explained that brands need to be different. All brands should be different, and …show more content…

Lee and Kang (2013) argues that the brand and human personality are not the same. Lee and Kang (2013) infer a brand concept is one that consumers have created, and the human personality traits come from an individual trait. As opposed to Aaker (1997) implies each brand have the tendency to be humanized, and this will create a relationship with the consumer. Aaker (1997) list five attributes in brand personality; sincerity, excitement, competence, sophistication, and ruggedness. These characteristics contribute to brand personality. Milewicz and Herbig (1994) state the primary focus is for the brands to provide a symbolic meaning to the brand. That meaning will give assistance for the consumer to recognize the name, and help with the decision-making process. Malewicz and Herbig (1994) further states brands will develop a personality, and this will determine that the consumer feels like the product is consistent with their image and their needs. One of the advantages of the brand name with a good reputation can help a firm overall status (Malewicz & Herbig, …show more content…

It has been found that consumers will make a purchase based on self, social status and based on their personality. It will be advantageous for companies to try to establish a brand personality for that product. Having a brand personality will develop a relationship with the consumer and the business. It appears that a company must continue to create a personality for their product. This will set them apart from other brands if the product has a

Show More
Related

  • The Signs Of Shopping By Steve Mckeevitt Summary

    1222 Words  | 3 Pages

    When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways

    Read More

  • 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

  • The Brand Personality of Target Corporation

    1039 Words  | 3 Pages

    In relation to this case, Target Corporation depicts a brand personality among its target audience. Target Corp. is considered as the retail store that caters to the younger and more educated and well-off clientele as to compare with its rival. In a survey conducted, Target Corp. shoppers fall on a 46 years old age median, mostly female, have children at home, and attended or completed college (Target Corporate Facts, 2006). Thus, the target market is perceived to be sophisticated. However, with the corporate values the corporation applies, the brand personality serves as one of its distinguishing pro.

    Read More

  • Personality Vs Personality

    1043 Words  | 3 Pages

    As individuals we all have something within us that sets us apart, and makes us unique, our personality. Maybe you’ve come across someone who isn’t the easiest to get along with, and someone utters, “Don’t take it personally; they were born with a bad personality.” While some believe personality is entirely dependent upon your parents, your friends, and merely the way you were born, people neglect the science behind the traits of personality. Personality is defined as an individual’s characteristic pattern of thinking, feeling, and acting. It is through personality that we are able to explore our innermost being and determine why we act and react to things the way we do, and what makes us make the decisions we choose.

    Read More

  • Kevin Keller Brand Equity Model Essay

    1751 Words  | 4 Pages

    A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,

    Read More

  • The Influence Of Identity On Consumer Identity

    1857 Words  | 4 Pages

    Kruger (1999) agrees that “the moment when you think that you have discovered the ‘truth’ about yourself, is also a moment when power is exercised over you." As a result, when “I” go to shop, “I” probably regard as a subject, and get to know what “I” likely to be about the self. It is important to understand the consumers’ identification in term of looking insight of themselves. In this work, there will be given a belief introduce of how identity influence the consumers’ point of view of themselves with the process of purchasing. Then, there are individualism and collectivism identity, lifestyle identity, self-identity and social identity as well as gender roles identity are going to present with a few real advertising respectively before drawing

    Read More

  • Pret A Manger's Responsiveness

    1099 Words  | 3 Pages

    Looking at (Aaker J, 1997) and considering the “five dimensions of brand personality” in Appendix 1, Pret a Manger success derives from a position where the customer perceives both sophistication and

    Read More

  • Brand Equity Model Of Adidas

    1462 Words  | 3 Pages

    Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.

    Read More

  • Personality and Marketing

    515 Words  | 2 Pages

    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...

    Read More

  • The Importance of Branding in the Marketing Mix

    2033 Words  | 5 Pages

    A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.

    Read More

  • FUV Marketing Strategy

    842 Words  | 2 Pages

    The brand a product holds is more than merely a name. Market research professionals suggest that the brand has a far reaching marketing impact (Brand Marketing, 2012). Branding provides name recognition, but also entices prospective users to try the product. FUV is more than simply letters. Its meaning is based upon the ideal and morals of the

    Read More

  • The Influence of Personality and Attitude on Consumer Behaviour

    716 Words  | 2 Pages

    ...rand personality: investigating the impact of consumer personality on preferences towards particular brand personality. Brand management, 16(4):234-247.

    Read More

  • Importance Of Branding, And Brand Loyalty, To Successful Marketing

    1693 Words  | 4 Pages

    Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.

    Read More

  • Impact Of Brand Image On Consumer Behaviour

    2117 Words  | 5 Pages

    Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart

    Read More

  • The Nature Of Personality

    1335 Words  | 3 Pages

    The concept of personality has numerous definitions (Fatahi, Moradi, & Kashani-Vahid, 2016). Schultz and Schultz (2009), define personality in its broad sense as the manner of an individual’s behaviour in different situations. This essay explores the nature of personality, with the intention of highlighting its flexibility. The results of numerous empirical research studies are examined in order to investigate if, and how personality changes over time. It will be argued that an individual’s personality has the ability to change throughout their life.

    Read More

More about What Is Brand Uniqueity Related To Human Personality?

Open Document