Brand Personality Flashcards
What is brand personality?
The set of human traits associated with a brand: Gender, Age, Personality traits, Socioeconomic class, Values
How can brands be described as a person?
Demographics, Values, Psychological traits
Why can consumers describe brands easily as a person?
The brand identity is strong, and consumers are familiar with the brand. Often sourced from long term relationships between consumer and brand.
What are the 5 dimensions of Aaker’s brand personality scale?
Sophisticated (upper class, glamorous, charming, sexy), Rugged (tough, strong, outdoorsy), Sincere (down to earth, honest, family-oriented, wholesome, cheerful), Exciting (young, modern, daring, spirited, imaginative), Competent (reliable, intelligent, efficient)
What are the benefits of a brand personality?
Helps a consumer express their actual self
Helps a consumer express their ideal self
Can be the basis of a relationship between the customer and the brand
How is brand personality formed?
Can be formed and influenced by any direct or indirect contact that a consumer has with the brand
We discussed many factors in class. Be able to describe several of them.
Users of the brand
Company employees
CEO
Brand name
Symbol or logo
Adverting style / tone
Price
Distribution channel
Celebrities
Brand spokespersons
High extroversion
prefer exciting brands
High openness to experience
prefer exciting brands
High conscientiousness
prefer competent brands
High agreeableness
prefer sincere brands
What does research show about the relationship effects with Exciting vs Sincere brands?
Relationships with sincere brands deepen over time (like friendship)
Relationships with exciting brands weaken over time (like a fling)
What is a transgression?
Violation of the implicit or explicit rules guiding relationship performance and evaluation
Example: google drive deletes all your files
