Beruflich Dokumente
Kultur Dokumente
Presented by Dilipkumar J.
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Brand Personality
Emotion-Centered
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These definitions contend that brand personality is the emotional component of a brand. definitions see brand personality as the emotional link between the brand and the customer. to Upshaw Strategic personality of a brand is the outward face of a brand, its tonal
These
According
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definitions ask the question What happens when this brand becomes a human being? definition of brand personality is close to this. He sees bran personality as the set of human characteristics associated with a brand. instance, Harley Davidson motorcycle
Aakers
For
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third type of definitions includes the tangible aspects of the brand as well as their account of brand personality. David Arnold seems to treat essence to be synonymous with brand personality. is the basic idea behind the brand. When a brand is configured, it is important to get its essence first.
Essence
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example, essence of a brand like Close-Up is youth. This essence translates into benefits like joy, fun, energy and modernity. benefits get reflected in the attributes of the product. The bright packaging of Close-Up signals modernity. But, bright color and the gel reflect youth. The endorsement of Close-Up Antakshari is the celebration, joy and the energy dimension of the brand.
These
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Crackers are associated with Diwali Greeting cards with Birthdays Britannias Marie is a tea-time biscuit associated with the ritual of consumption
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Chivas Regal is strongly identified with the eagle-shaped container. The devil has given a lot of sensational publicity to Onida TV.
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Mysore Sandal, for instance, is uniquely identified by its fragrance, distinct packaging
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For examples:
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Levi-Strauss jeans put a youth at par with youth in the rest of the world.
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Aaker carried-out research in 1997 based on the Big Five personality traits, a recognized list from the theory of personality. Her research led to the conclusion that brand personality also consists of five dimensions. 1) Sincerity 2) Excitement 3) Competence
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Thank you