5/20/2021 IGNITOR Student

!
,…… The five brand-related personality dimensions are described and illustrated as follows.
Bear in mind that each illustration attempts to capture a single personality dimension whr'en
in fact brands, like people, are multifaceted with respect to their personality characteristics.
NOTES 1. Sincerity—This dimension includes brands that are perceived as being down-to-earth,
honest, wholesome, and cheerful. Sincerity is precisely the personality that Disney has
imbued in its brand.
2. Excitement—Brands scoring high on the excitement dimension are perceived as daring,
spirited, imaginative, and up-to—date. The Apple iPhone perhaps epitomized this
personality dimension when it was introduced in 2007 amid much fanfare and even
consumer frenzy, as purchasers sought to be among the first to own this unique cell
phone.
3. Competence—Brands scoring high on this personality dimension are considered
reliable, intelligent, and successful. ln the automobile category, few brands are perceived
as more competent than Toyota. Toyotas are not particularly exciting or rugged, but
consumers regard them as reliable and competent. ].D. Power, an organization that
surveys automobile owners to assess levels of satisfaction, annually reports that Toyota
is at or near the top of satisfaction ratings. This, of course, is due to the brand's overall
success and reliability.
4. Sophistication—Brands that are considered upper class and charming score high on the
sophistication dimension. Luxury automobiles, jewelry items, expensive perfume, and
high-end kitchen appliances are just some of the many product categories that include

,
brands that score high on the
sophistication scale. In the
jewelry category, for example,
Rolex and Cartier are well- "
known sophisticated brands.
5. Ruggedness—Rugged brands J | 1? ’.
are thought of as tough and l '
outdoorsy. L.L. Bean and Pata-
gonia typify retailers that offer
brands regarded as rugged and
outdoorsy. In the automobile
category, the Honda Element,
with its appeal to young, out-
door-oriented consumers, is
another example of a brand that
would score high on the rug-
gedness dimension.

Enhancing Brand Equity

In general, efforts to enhance a brand's equity are accomplished through the initial choice
of positive brand identity (that is, via the selection of a good brand name and logo) but
mostly through marketing and marcom programs that forge favorable, strong, and unique
associations with the brand in the consumer's mind. It is irnpossible to overstate the importance
of efforts to enhance a brand’s equity. Brands that are high in quality and represent good
value potentially possess high equity, but effective and consistent marcom efforts are needed
to build on and maintain brand equity.
A favorable brand image does not happen automatically. Sustained marketing
communications are generally required to create favorable, strong, and perhaps unique
associations about the brand. For example, it could be claimed that one of the world's greatest
brands, Coca-Cola, is little more than colored sugar water. This brand nevertheless possesses
immense brand equity because its managers are ever mindful of the need for continual
say… advertising executions that sustain the Coca-Cola story and build the image around the world.
28 Matam! In the United States alone, the Coca-Cola Company in a recent year cornmanded 43 percent of

https://reader.ignitorlearning.com/#/book/ff1a9b80—8f7c—4436-b4ad-6669ffd72907/core/content-player/ed363abd-1eb3-b147-7814-56d95ae17... 36/295