Brand Personality

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From: <Saved by Windows Internet Explorer 7> Subject: Brand Personality Date: Tue, 1 Jun 2010 15:33:03 -0500 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0006_01CB019F.B95BCC60" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.5931 X This is a multi-part message in MIME format. T ------=_NextPart_000_0006_01CB019F.B95BCC60 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: mhtml:file://D:\Documents and Settings\Strutton\My Documents\mktg3650-new\Notes and readings chapter-by-chapter\Chap 5\Brand Personality.mht P <!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN"> <HTML><HEAD><TITLE>Brand Personality</TITLE> <META http-equiv=3DContent-Type content=3D"text/html; = charset=3Dwindows-1252"> <META content=3D"MSHTML 6.00.6000.17023" name=3DGENERATOR></HEAD> <BODY bgColor=3D#ffffff> <P> <CENTER> <CENTER><FONT size=3D+3>BRAND PERSONALITY - THE RELATIONSHIP BASIS=20 MODEL</FONT><BR>Reprinted from <A=20 href=3D"http://groups.haas.berkeley.edu/marketing/PAPERS/AAKER/BOOKS/buil= d.html">Building=20 Strong Brands</A></CENTER><BR><BR>Some people may never aspire to have = the=20 personality of a competent leader but would like to have a relationship = with=20 one, especially if they need a banker or a lawyer. A trustworthy, = dependable,=20 conservative personality might be boring but might nonetheless reflect=20 characteristics valued in a financial advisor, a lawn service, or even a = c car--consider the Volvo brand personality. The concept of a relationship = between=20 a brand and a person (analogous to that between two people) provides a = different=20 perspective on how brand personality might work.=20 <P>To see how the relationship basis model works, consider the = personality types=20 of people with whom you have relationships and the nature of those=20 relationships. Some of the types might be as follows:=20 <UL> <LI>Down-to-earth, family oriented, genuine, old-fashioned = </I>(Sincerity).=20 This might describe brands like Hallmark, Kodak, and even Coke. The=20 relationship might be similar to one that exists with a well-liked and = respected member of the family.=20 <LI><I>Spirited, young, up-to-date, outgoing </I>(Excitement). In the=20 softdrink category, Pepsi fits this mold more than Coke. Especially on = a=20
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weekend evening, it might be enjoyable to have a friend who has these=20 personality characteristics.=20 <LI><I>Accomplished, influential, competent </I>(Competence). Perhaps=20 Hewlett-Packard and the <I>Wall Street Journal </I>might fit this = profile.=20 Think of a relationship with a person whom you respect for their=20 accomplishments, such as a teacher, minister or business leader; = perhaps that=20 is what a relationship between a business computer and its customer = should be=20 like.=20 <LI><I>Pretentious, wealthy, condescending </I>(Sophistication). For = some,=20 this would be BMW, Mercedes, or Lexus (with gold trim) as opposed to =
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This note was uploaded on 03/12/2011 for the course MKTG 365 taught by Professor Staff during the Spring '11 term at North Texas.

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Brand Personality - From:

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