Research question : If retailers, like product brands, are imbued with a personality in the consumer’s mind, do consumers use these store personality characteristics to infer personality traits of the store’s patron?
112 How would you evaluate this person’s : 1. age 2. civil status 3. professional status 4. Big Five personality (agreeable, open, neurotic, extravert, conscientious) Brand associations – VUB RESEARCH Experimental design - measures
113 Brand associations – VUB RESEARCH Experimental design - Stimuli
114 Brand associations – VUB RESEARCH
Brand identity = set of associations that the firm ASPIRES to create or maintain (i.e., aspirational external brand image) C RITICAL STRATEGIC ANALYSES IN DEVELOPING BRAND IDENTITY : customer analysis competitor analysis internal analysis 115 T HE ROLE OF BRAND IDENTITY Clarity into the strategy formulation process Drive strategic initiatives Drive communication programme Express organization’s values and culture to employees and partners M ULTIPLE BRAND IDENTITIES Context-specific (e.g. Honda sports cars Japan – Honda family cars US)
Brand identity ≠ brand image B OTH MANAGERS AND CUSTOMERS ARE INVOLVED IN THE BRANDING PROCESS Brand identity ≠ Brand image That which is communicated vs. the interpreted result of communication Sender’s perspective vs. receiver’s perspective If the two are similar, the brand will be strong Closing the gap… 116 de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation, Journal of Marketing Management, 15 (1-3), 157- 179; Samli, A.C. et al. (1998). Improving the retail performance by contrasting management- and customer-perceived store images : A diagnostic tool for corrective action, Journal of Business Research, 43, 27-38. Malär et al. (2012). Implementing an intended brand personality: a dyadic perspective , Journal of the Academy of Marketing Science, 40, 728-744
117 • Brand identity prism as a tool to position a brand • Brand identity = prior to ‘brand image’ • Consists of six elements • 3 internalised (personality, culture, self-image) • 3 externalised (physique, relationship, reflection) Kapferer’s brand identity prism
P HYSIQUE Salient objective features which immediately come to mind when brand is quoted The backbone and tangible value of the brand e.g., logos, punch lines, colours, shapes, etc. P ERSONALITY If the brand was a human, what kind of person would it be? e.g., George Clooney as endorser of Nespresso C ULTURE The set of corporate values that feed the brand’s inspiration e.g., even at 260mph Mercedes embodies ‘Deutsche Gründlichkeit ’ (order, handling) 118 Kapferer’s brand identity prism
R ELATIONSHIP Dependency bond between consumer and product E.g., Tesco customer loyalty card; BNP Paribas Fortis teleclaims 7/7 24/24; … R EFLECTION The typical brand user – what identity a consumer can build by using the brand The reflection of the brand should match the outward image of the target market (i.e., ‘
You've reached the end of your free preview.
Want to read all 662 pages?
- Spring '18