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Brand Management - Brand Personality_Timothy Mahea

Brand Management - Brand Personality_Timothy Mahea

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Published by Mahea
Timothy Mahea_ UNIVERSITY OF NAIROBI, SCHOOL OF BUSINESS MASTER OF BUSINESS ADMINISTRATION
ASSIGNMENT, DMA 607: BRAND MANAGEMENT TIMOTHY MAHEA What is brand personality?
Brand personality can be defined as the set of human characteristics associated with a given brand.
Timothy Mahea_ UNIVERSITY OF NAIROBI, SCHOOL OF BUSINESS MASTER OF BUSINESS ADMINISTRATION
ASSIGNMENT, DMA 607: BRAND MANAGEMENT TIMOTHY MAHEA What is brand personality?
Brand personality can be defined as the set of human characteristics associated with a given brand.

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Published by: Mahea on Mar 14, 2011
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06/01/2014

 
UNIVERSITY OF NAIROBI
SCHOOL OF BUSINESSMASTER OF BUSINESS ADMINISTRATION
ASSIGNMENT
DMA 607:
BRAND MANAGEMENT 
NAME:
TIMOTHY MAHEA
REG NO.
D61/70146/2008
 
SUBMITTED TO:
MR. MUTUGU
 
QUESTIONS
1. a) What is brand personality?
Brand personality can be defined as the set of human characteristics associated with a givenbrand. Such characteristics include: gender, age, socio-economic class, psychographic, emotionalcharacteristics, as well as classic human personality traits as warmth, concern and sentimentality.
b) Show how brand personality is created by using both
product-related
and
non product related characteristics.
Just as the perceived personality of a person is affected by nearly everything associated with thatperson-including his or her neighbourhood, friends, activities, clothes and manner of interacting-so too is a brand personality. Product related characteristics can be drivers of brand personality.
PRODUCT RELATED CHARACTERISTICS1. Product category (bank)
Product related characteristics can be primary drives of a brand personality. Even the productclass can affect the personality. For example; a bank or an insurance company will tend toassume a stereotypical “banker” personality i.e. competent, serious, masculine, older and upper-class. An athletic shoe like Nike or Reebok might tend to be rugged, outdoorsy, and adventurousas well as young and lively.
2.
Package or Feature (gateway computers)
Package or feature also influence brand personality. For example, the pilsner lion symbolindicates the strength of the beer.
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3. Price (tiffany)
High priced items or jewels might be considered wealthy, stylish and perhaps a bit snobbish.
4.
Attributes (embassy light or pilsner ice light)
If a brand is “light” (such as pilsner ice light or coca cola light) the brand personality might bedescribed as being slender and athletic.
NON- PRODUCT RELATED CHARACTERISTICS1. User imagery
User imagery can be based on either typical users (people we see using the brand) or idealizedusers (as portrayed in advertising elsewhere). User imagery can be a powerful driver of brandpersonality in part because the user already is a person and thus the difficulty of conceptualizingthe brand personality is reduced. For example, the upscale of Mercedes is influenced by user imagery, and also the sexy, sophisticated personality of Calvin Klein are similarly influenced byuser imagery.
2.
Sponsorships
Activities such as events sponsored by the brand will influence its personality. Haagen-Dazshelped create a prestigious, upscale personality with its sponsorship of several operaperformances under the theme “dedicated to pleasure, dedicated to the arts”. Energizer helpedcreate “Longer how of service” by sponsorship of long distances in Kenya.
3. Symbol (Marlboro- country, pilsner-lion)
A symbol can e a powerful influence on brand personality because it can be controlled and haveextreme strong associations. Apple’s bitten apple, the Marlboro cowboy, the Michelin man, and
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