MKG315 Marketing Consumer Behavior For Brand Relationships
Answer:
Brand personality refers to those human behaviour that are related to brand. Brand personality assists in forming a relationship between the brand and the customer (Holt, n.d.). To discuss more clearly about brand personality and brand relationship along with how human characteristics can be associated with particular brand, this reflective journal will evaluate present literature along with providing four relevant examples reflecting my own personal ideas and thoughts about those brands.
According to Fournier (1998), for allowing relationships to exist truly, interdependence among partners must be established which means, partners must affect each other collectively by defining and redefining the relationship. According to my own experience, I was able to recognise that evidence of customers actions further affects the dynamics and forms of brand relationship that can be easily accepted by us. Therefore, once brands perceive personality, people start building relationship with it.
While going through the present literature and my class learning, I came to know that there are five dimensions that can be associated with brand personality. Sincerity refers to those dimensions that involves wholesomeness, honesty, and cheerfulness towards the product or a brand ( Harris & Chernatony, 2001). Competence refers to reliability, success and intellectual approach towards the product. Excitement dimensions are the ones that are connected to customers imaginative, daring, spirited and up-to datedness of brands. Sophistication is something that generally belongs to upper class and charming personality related dimensions while ruggedness refers to dimensions related to toughness and outdoorsy in brands or products (Polyorat, 2011).
Although the above mentioned five dimensions emerges depending upon product category, it helps in suggesting generalizability scale for the companies. From my own experience, out of many household products that I use personally, four brands that I am very loyal to are Apple, Dove, PepsiCo and Ford. Apple is a brand that specialises in making extraordinary products for its customers like Apple iPhones and iPads. This generates curiosity and imaginative powers in me and thus develops excitement and ruggedness dimensions in me. Dove, in health and wellness products possess a brand image related to sincerity and thus counts upon associations. Under the notable feeling provided by Dove, I feel healthier and more loyal towards the brand that reflects upon my sincerity dimension. PepsiCo meets most of the above-mentioned dimensions as it creates excitement, sincerity and loyalty towards it but amongst all, I would consider it more among competence and ruggedness dimension as no other brand suits my taste. Lastly, under fifth dimension i.e. sophistication, I would undoubtably place my Ford car as it contains those brand personality traits that relates to sophistication dimension like charming and affordability that have made me one of its loyal customers.
The above journal reflects upon my own ideas and thoughts about brand personality and relationship for which I have utilised some of the product examples that I use personally. Customers remain involved with products that perceives to satisfy their demands that creates brand personality of products. Brand personality can also be associated with awareness regarding product attributes and this perception becomes significant for marketers to determine the involvement level in products. Therefore, through my experiences and thoughts as mentioned in the above journal, it can be said that with the help of accessing brand dimension and personality, organisations are able to think more critically before making decisions regarding products or brand to provide greater satisfaction to its customers.
References
Harris, F., & Chernatony, L. D. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Susan Fournier, 24(04), 343-373.
Holt, D. B. (n.d.). Brands and Branding. Retrieved from https://testconso.typepad.com/files/brands-and-branding-csg2.pdf
Polyorat, K. (2011). The Influence of Brand Personality Dimensions on Brand Identification and Word-of-Mouth: The Case Study of a University Brand in Thailand. Asian Journal of Business Research, 01(01), 54-69.
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