Brand Personality Essay

1544 words - 6 pages

Brand PersonalityBrand Personality (kepribadian brand) adalah sekumpulan asosiasi brand yang terbentuk dan melekat di benak konsumen. Dari pengertian tersebut dapat diketahui bahwa brand personality merupakan sekumpulan asosiasi yang dipersepsikan oleh konsumen terhadap brand tertentu.Pengertian brand personality menurut Gelder (2005: 41):"Brand personality is developed to enhance the appeal of a brand to consumers"1yang artinya, brand personality adalah suatu cara yang bertujuan untuk menambah daya tarik brand dari sisi luar mata konsumen. Sedangkan menurut Keller (1993: 444),"Brand personality is the human characteristics or traits that can be attributed to a brand"2yang artinya, brand personality adalah karakteristik manusia atau ciri-ciri yang dapat diatributkan kepada suatu brand. Jadi, brand personality adalah suatu cara yang bertujuan untuk menambah daya tarik dari brand dengan memberi karakteristik pada brand tersebut yang bisa diperoleh melalui komunikasi, pengalaman, serta dari orang yang memperkenalkan brand itu sendiri.Aaker (1997) menyebutkan bahwa brand personality merupakan kumpulan karakteristik manusia yang dikaitkan terhadap sebuah brand, seperti kehangatan, perhatian, sex, umur atau status sosial. Secara umum, kepribadian brand merupakan pemanfaatan karakteristik manusia sebagai salah satu identitas dari brand untuk membangun hubungan emosional kepada konsumen, serta menciptakan brand yang terus berkembang.Lebih jauh lagi, brand personality menghubungkan ikatan emosi dengan brand itu sendiri sebagai dasar untuk diferensiasi brand dan costumer relationship. Brand personality akan melibatkan dimensi yang unik untuk sebuah brand.Brand personality dapat dibangun jika brand tersebut benar-benar dipelihara dengan baik oleh perusahaan. Selain itu, bagaimana suatu brand mampu memberikan kualitas dan harapan yang diinginkan oleh konsumen. Jika suatu brand mampu menunjukkan dan mempertahankan nilainya, maka ia akan mampu bertahan di tengah persaingan. Adapun hal yang penting untuk diperhatikan dalam membangun nilai suatu brand adalah diperlukannya inovasi dan kreatifitas, serta konsistensi dan kontinuitas yang tinggi. Dan perlu diingat juga bahwa aktivitas membangun sebuah brand adalah suatu proses yang membutuhkan waktu yang bersifat jangka panjang.1 Gelder, S.V. (2005). Global brand strategy. London: Kogan Page. p.41.2 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer based brand equity (2nd ed). New Jersey: Prentice Hall. p.444.Brand personality dibentuk berdasarkan asosiasi dan persepsi konsumen atas brand yang bersangkutan. Asosiasi itu terjadi karena faktor keterhubungan dengan produk atau karena faktor lain yang tidak berhubungan sama sekali dengan produk. Karakteristik produk merupakan faktor penentu utama dalam pembentukan kepribadian brand (brand personality). Bahkan, brand personality dapat ditentukan berdasarkan kelas produk di mana sebuah brand itu berada. Di samping itu, brand personality dapat pula...

Find Another Essay On brand personality

Marketing Strategy Evaluation Essay

1305 words - 5 pages example, a good brand positioning helps guide marketing strategy by clarifying the brand’s essence. Brand personality Building a brand ralationship is necessary to focus on the transaction between two people. This means the brand conception is necessary for understanding the attitude of customer by personality of each person with having the different prefences to the products or services. It needs to observe the behaviors and the attitudes

branding Essay

2500 words - 10 pages and he used 12 phrases to broaden the definition of brand. Those themes include: • Legal instruments • logo/ company • Shorthand/ risk reducer • identity system/ Image in consumer minds • Value system • personality • relationship • adding values • evolving entity Go compare is well recognised brand because of extensive advertising. some of the major competitors of Go compare are money supermarket, compare the market and confused.com they are

The Influence of Personality and Attitude on Consumers Behaviour

1812 words - 7 pages , ideas or experiences to satisfy their needs and desires. The influence of personality on a consumers behaviour A consumer’s personality has an influence on their behaviour towards brands, brand loyalty and purchase behaviour. Rousseau and du Plessis (2007:219) found that marketers use a consumer’s personality characteristics to predict their behaviour. According to Barber et al. (2009:59) consumers change their behaviour to consider the environment

Role of IMF in Eurozone Crisis

1233 words - 5 pages consumer benefit that a brand can offer:Functional Benefit - technical attribute, quality, durability etc. e.g. - VolvoEmotional Benefit - Self-confidence, independence, belonging to some social groupSelf-Expression Benefit - is closely connected with consumer's personality or aspirational personality (role models).Competitors - Unique positioning of the brand requires its differentiation from the competitors. It is vital to know as much about

Suggest an appropriate brand name for each of the following goods. Defend your choices.

1209 words - 5 pages , Culture, Personality, and User.Finding the best brand name is a difficult task. It begins with a careful review of the product and its benefits, the target market and proposed marketing strategies.Desirable qualities for a brand name include the following:1.It should suggest something about the products benefits and qualities.Ex: OASIS (a still fruit drink).2.It should be easy to pronounce, recognize and remember.3.The brand name should be

Dewar's

1570 words - 6 pages . Dewar's faced a number of challenges. The Archer model focuses a significant amount of attention onwhat makes a brand distinct from its competition. The concept of brand as person implies or suggests that certainbrands, of consumer products in particular, can be seen by consumers ashaving a unique personality. To the extent that they are sold internationally andhave international patents and copyrights, the brand is strengthened. An example of

The Internal Branding Process

2320 words - 10 pages commitment then they would develop services and brand which completely related to brand (Temporal, 2010). Overall, brand management is a process that understanding and controls all the aspect of brand and identifying the brand personality (Temporal, 2010). And internal branding is a good way of brand management to transform a company to become stronger and effectiveness (Temporal, 2010). Besides, internal branding can increase the competitive

LVMH strategy

892 words - 4 pages strong leadership, a well-developed and strong brand, and a focus on both tradition and innovation. The company's goals are to continue to diversify its source of revenue and to ensure each individual brand falls in line with the overriding corporate brand personality. These are ongoing goals that have been designed by CEO and Chairman Bernard Arnault. The broad nature of the goals gives the company much leeway in how it achieves them.LVMH's sales

Branding: How Important Can a Symbol Really Be?

1633 words - 7 pages When you walk down the street, you are bombarded with signs, storefront displays, and billboards showing off their newest products and sporting their new logos or brands. Using a logo or a symbol to identify them with the everyday consumer, so that when they see that symbol or “brand,” they know exactly who made the product. The brand, in essence is the personality and the identity of a company, artist, or studio. Take for example, the logo of

Levi's Dockers - creating a sub-brand

2489 words - 10 pages consumers to recall and recognise & associate jeans with Levi's Brand.Brand Position is the degree to which the brand is uniquely positioned and perceptually differentiated from its competitors and Levi's brand personality is driven largely by the firm's heritage of providing clothes for miners, by the brand attributes and used contexts of western cowboy.Levi's brand positioning can be derived from the combination of the brand's personality

Lucent in a Globalizing world

1514 words - 6 pages like a friend: helpful, loyal, trustful and trustworthy. Credibility is foundation for brand loyalty. Without of credibility, communication loses its value and meaning. Whether somebody trust brand or not therefore determines how he receive and interpret messages. Shortly, creating and protecting brand personality define the brand’s essence.Brand management based on these elements creates competitive advantages even at intense

Similar Essays

Function Of A Brand Exploratory Essay

1290 words - 5 pages . Brand imagery refers to the intangible properties of the brand, including purchase and usage situation, personality values and personal experiences. Purchase and usage situation is concerned with the point at which a product is purchased and the condition in which it is consumed. Things that are of interest to the consumer are issues like availability of the brand locally, whether it is consumed at home or away and the form in which it is

Brand Management Theories Essay

2475 words - 10 pages , and Microsoft. These companies market the values of the company to consumers in a big way (Mukherjee, 2007). Another very interesting study examines the personality traits of consumers. Mulyanegara, Tsarenko, and Anderson (2009) have explored the link between brand and consumer personality. These authors research suggest there are five personality traits that reveal definite preferences towards certain dimensions of brand personality. For

Measuring Brand Awareness, Brand Image, Brand Equity And Brand Value

3336 words - 13 pages , K_DA_.1.2 Brand ImageBrand image is defined as consumer perceptions of a brand as reflected by the brand associations held in consumers' memory. To measure brand image, one can either use and adapt an existing list of brand associations (e.g., Aaker's brand personality list described later) or start from scratch by eliciting brand associations and by then measuring the strength of these associations. The outcome of this exercise is usually a short

Branding And Positioning Essay

2452 words - 10 pages an increased rate which led to further expansions to other countries as well as releasing apparel and accessories for men. Today Mango has up to 2,300 stores in 107 countries worldwide.Study ObjectivesAt the end of this study, this report will be able to fulfill the following objectives:Apply brand models that will aid in the analysis of the chosen brand,Identify the brand's target segment, identity/personality and positioning,Identify the brand