BRAND PERSONALITY

Question 1

Consumers view brands as people

Answer 1

Brands have personality, and consumers have a relationship with them. Brands create a community.

Question 2

CONSUMER PERSONALITY

Answer 2

1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
5. Neuroticism

Question 3

Self Expansion theory of interpersonal relationships:

Answer 3

 In early stages, there is a rapid expansion where one acquires the resources, perspectives, and identities of another.  arousal, decreases with time In late stages, self-inclusion is high, where one considers another to be part of oneself.

Question 4

Brand personality:

Answer 4

human characteristics associated with a brand.
1. Sincerity: down to earth, honest, wholesome, cheerful. Ex: mulino bianco
2. Excitement: daring, imaginative, spirited, up to date. Ex: mtv, redbull
3. Competence: reliable, intelligent, successful. Ex: apple, The Economist
4. Sophistication: upper class, charming. Ex: prada, Mercedes, nespresso.
5. Ruggedness: outdoorsy, though. Ex: jeep, Harley Davidson

Question 5

Consequences of a strong brand personality: better/stronger

Answer 5

 Brand image
 Brand commitment
 Purchasing

Question 6

antecedents

Answer 6

components of the marketing mix that contribute to brand personality.
* Product: features
* Price: signals quality
* Place: can signal exclusivity, like Nespresso, apple or Starbucks that only sell in their stores
* Promotion: ex. Prada doesn’t do sales bc it goes against their brand personality.

Question 7

Brand personality can be developed through

Answer 7

1. ads
2. names
3. typeface: how the brand name is written
4. logos
5. slogans
6. celebrity endorsement  20-25% of ads use them, very powerful, especially when the brand takes some of the celebrity’s characteristics.
7. event sponsorship
8. mascots
9. store environment
10. salesforce

Question 8

guerilla marketing

Answer 8

no direct publicity, maybe giving celebrities your products and making sure they use them or putting your products in exclusive or places of interest.

Question 9

dangers of celebrity endorsement

Answer 9

 Consumer’s scepticism about endorser’s motives, relevance or credibility.
 Celebrity trap  consumer can be confused if the brand uses many celebrities or if the celebrity endorses many brands. Also brand can be associated with celebrity’s other brands and errors of the celebrity can be transferred to the brand
 Vampire effect: celebrities attract so much attention that people don’t focus on the products.