Brand Traits Of Brand Personality - 1284 Words

Purpose Statement In today’s world with intense competition, there is an overwhelming needs for brands to develop ways to build loyalty. One way companies work to create brand loyalty is through brand personality. Brand personality â€Å"is the set of traits people attribute to a product as if were a person†. (Solomon 2013) A strong brand personality can influence consumer buying behavior and even lead to repeat business which created brand loyalty. This paper will address an overview of brand personality, how brand personality affects consumer buying behavior, and the application of brand personality in present time. Brand Personality Overview This concept was first developed in 1886, when Quakers Oats man appeared on boxes of hot cereal. Quakers during the 19th-century were known for being shrewd but fair. It also known that peddlers often dressed as members of this religious group to cash in on credibility. The cereal company decided to incorporate this image into its brand, in an attempt that its customers might make the same association. (Solomon 2013) Over the years, brands have developed recognizable and popular figures in American culture. These figures are spokes characters for long-standing brands. Successful brands that have developed spokes characters include Keebler Elves, Jolly Green Giant, and Mr. Peanut. However, these personalities receive periodical makeovers to stay current. A brands personality must be adjusted to its current environment and currentShow MoreRelatedTrait Theory and Brand Personality Framework1679 Words   |  7 Pagesabout Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first, along with some real examples of how firms make use of personality traits to strengthen their brands. 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Jcr Report1440 Words   |  6 PagesYou into My Life: Do Brand Personalities Rub off on Consumers?† Authors: Ji Kyung Park, Deborah Roedder John This report is a study of brand personalities and how they can â€Å"rub off† on their consumers. This is how the consumer perceives themselves after they use that brand. This article is important because it shows how a brand can affect the consumer. If a brand can capture a personality of a certain person, the more likely that person will stick with that brand. Brand loyalty is a very importantRead MoreThe Influence of Personality and Attitude on Consumers Behaviour1494 Words   |  6 PagesIntroduction Personality and attitude are both internal factors (inner characteristics) that influence a consumers’ behaviour. Research has been done on these internal factors and researchers have come to the conclusion that inner characteristics are those characteristic that distinguish one individual from another such as mannerisms. 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Brands today are just like human personality, it is both distinctive and enduring. Imagine a Harley- Davidson tattoo on your arm; would you perceive yourself to be more muscular or less muscular than before? In the article, the authors revealed that brand personality do â€Å"rub off† onto some consumer who hold certain beliefs about their personality- entity theorist in particularRead MoreJeep Brand: A Synonym for Ruggedness1170 Words   |  5 PagesJeep Brand: A Synonym for Ruggedness Yan Zhou Abstract Currently, there has been advancement in examining the brand personality, in which a general large scale of the brand personality was widely introduced and used in the researches and studies. Some showed solicitude for the difference between the brand personality and human personality (Shank amp; Langmeyer 1994). 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For example, teams are often characterised as being ‘successful’, ‘ambitious’ or ‘uncompromising’ (Tsiotsou, 2012). Such associations can help teams increase their fan base and attract sponsors, as both individuals and sponsors seek partnerships with brands that express their identity. While previousRead MoreConsumer Behaviour Short Report - Selective Attention How It Affects Consumers1111 Words   |  5 Pagesperson focussing on that stimuli. Colour, branding and consumers In many cases a brand, or even product, may be associated to a colour that holds a certain personality trait; this concept of brand personality, as discussed by Schiffman, Kanuk and others (1997) sees consumers give human like qualities to brands and products. [iii] The colours used by competing companies in the establishment of their brand are an important contributing factor in relation to the way customers select stimuli to