Introduction
Background to the study
In their purchasing patterns, consumers do not have comprehensive understanding of the product they are purchasing compared to the firm offering the product (Yang, 2008, p.54). However, they perceive the products according to their own terms. Due to lack of knowledge, they gauge the products attributes on their own opinions. Their perception towards a certain product is based on the benefits they derive from the product.
These benefits may either be functional or emotional. The consumers’ perception towards certain products and services are in most not conscious. Considering the degree of complexity of relationship between the customers and products, brand names becomes necessary in selecting the products to purchase.
In their decision making process, consumers consider products which have characteristics close to their personalities (Kumar, 2009, p. 424). As a result, their selection process is influenced by their perception of the brand. To appeal the customer, companies put effort in developing products in line with their target customers’ personalities.
Aim
In an effort to understand brand personality, this report evaluates the link between individual personality and brand personality.
Scope and significance of the report
This is attained by conducting a literature review on individual personality and brand personality. The report will be of significance to firms who intend to differentiate their products in an effort to attain a high competitive edge. In addition, the report will help firms to understand how they can develop their brand personality.
This will be attained by considering the various product and non-product related aspects which lead to development of brand personality. In conducting the analysis, the takes into consideration the automobile industry in an effort to illustrate the concept of brand personality. The various brand personality dimensions are used as the core framework of the analysis.
Literature Review
Individual personality and brand personality
There is a close link between an individual’s self concept and personality. Self-concept is composed of four main components which include social self, ideal social-self, ideal self and actual self (Lake, 2009, p. 115). Actual self concept refers to how an individual perceives himself or her.
The ideal self entails how an individual desires to perceive him or her. On the other hand, social self concept entails how one believe others perceive him or her while ideal social self entails how one would like others to perceive him.
Individuals develop their self concept from three main sources. These include received messages, social comparison and culture. Self concepts are a component of an individual’s identity and hence they are difficult to change. This is mainly so when an individual gets older. One of the ways through which self concepts can be changes is by a new life experience (Lake, 2009, p.114).
Self concept is a major determinant in a consumer’s purchasing behavior. According to Webb and Gountas (2008, p. 2), self congruity determines the extent to which a consumers’ self-concept is similar to that of a brand. Bakk and Meisel (2008, p.2) are of the opinion that self-concepts determine a consumer’s choice of product or brand.
Therefore, an individual’s consumption pattern can be used to determine his or her sense of self. One of the ways through which this can be attained is by evaluating the products and services they consume. In most cases, the category of products and services consumed communicate an indivividuals characteristic.
Webb and Gountus (p.3) are of the opinion that an individual’s self image explains why he or she consumes certain products. This means that products and brand are an important component of defining one’s self. Heding, Knudtzen and Bjerre (2009, p. 124) opine that an individual consumers certain products because they have a certain symbolic significance.
Brands are considered to possess human characteristics or personalities. In their consumption patterns, consumers select brands that are in line with their personality and needs. As a result, firms ensure that their brands are inline with the consumers’ personality traits and self-concept.
Gelder (2005, p. 41) defines brand personality to include the various human-like attributes associated with a certain brand. Brand personality may either be endowed on a certain product or service by the consumers or the company. According to Franzen and Moriarty (2009, p. 230), there are certain aspects which a company desires consumers to feel about its products and services.
The core objective of brand personality is to appeal the consumers. Franzen and Moriarty (2009, p. 230) further assert that personification of brands appeals a consumer’s imagination. There are various forms which brand personality may take. Some of these include an animated figure (for example Ronald McDonald), an actual person (for example Marlboro cowboy) or a generalized persona such as the Singapore girl.
According to Gelder (2005, p. 41), brand personality is a creation of a product’s underlying characteristics. Brand personality can be identified by determining the consumer’s perception towards the product.
From a firm’s perspective, brand personality can be evaluated by analyzing various elements such as brand name, product price, distribution and logo. In addition, brand personality is also associated with the consumer’s emotional responses towards the particular brand.
According to Heding, Knudtzen and Bjerre (2009, p. 129), a brand must be durable and consistent for it to be successful in the market. These characteristics can lure consumers to purchase the brand. This is due to the fact that they develop a personal link to the particular brand personality. However, if attributes of the brand, are not inline with its personality, consumers tend to abandon the brand due to lack of credibility.
There are five main dimensions of brand personality which contribute towards development of a relationship with the consumers. These include competence, ruggedness, sincerity, sophistication, and excitement. The brand personality dimensions and the associated personality traits are illustrated in the chart below.
These brand personality dimensions enable firms to differentiate its products and services. This arises from the fact that brand personality is perceived to be a part of the of a product’s overall image. In addition, brand personality can be used to position a product in the market. For example, in its marketing strategy, Pepsi intended to position its soft drink brand using the theme ‘young and fun’.
In marketing one of its soft drinks, the Mountain Dew, Pepsico adopted the slogan ‘Be Young. Have Fun’ which depicts excitement (Babin & Harris, 2011, p. 111). Similar, Coca-Cola Company has over the years adopted the slogan ‘Always Coca-Cola’ in marketing its soft drinks. This illustrates its sincerity as a soft drink which will be always a part of consumer’s life (Babin & Harris, 2011, p. 111).
Factors affecting brand personality
According to Blythe (2008, p.34), brand personality plays a significant role in determining the relationship established between the product and the consumers. There are two main categories of factors which have led to emergence brand personality. Some of these factors are product related while others are not related to the product. According to Yang (2008, p. 269), product related characteristics are major sources brand personality.
The main product characteristics are discussed below. The class of a particular product can affect its personality. For example, financial institutions such as banks tend assume a personality characterized by competence and seriousness.
According to Orth and Malkewitz (2006, p. 2), packaging determines how consumer’s respond to a particular product. A study conducted to determine the impact of product packaging on customer’s response revealed that customers are appealed by products which are well packaged.
One of the ways through which a firm can improve its brand personality is by effectively designing its packaging. In an effort to appeal their customers, firms change their product design from time to time so as to communicate their brand identity effectively.
The advertisement style used such as the actors or actresses featured and the theme act as an indicator of brand personality. In their purchasing pattern, consumers tend to be sensitive to price. A product’s price can determine its personality. For example, a product which is priced at a lower point will mainly attract low-end consumers.
This pricing strategy is effective in attracting consumers and making more sales. However, that brand will develop a ‘cheap image’ in the consumers. On the other hand, setting the price of a brand which is associated with high quality and performance at a high point develop its brand image. The brand will be considered to be prestigious. A product’s attributes also enhances its personality.
The non-product factors which have led to evolution of brand personality include user image, symbol, age, advertisement style, sponsorship, and endorsement by celebrities (Yang, 2008, p. 270). User image entails the typical users of the product as either portrayed by the advertisement. For example, the Marlboro Man defines Marlboro’s brand personality which includes a rugged and a free-spirited man.
Sponsorship can also lead to development of brand personality. For instance, by sponsoring swimming events during Olympic Games, Nautica developed the personality of its swimwear as being a ‘world-class swimmer’. The duration in which a product has been in the market also affects its personality.
Products which have been in the market for a long duration are considered to be ‘reliable but old fashion’ (Yang, 2008, p. 270). Endorsement by celebrities also improves a product’s brand personality.
For example, endorsement of Gatorade by Michael Jordan improved its brand personality. The personality of the firm’s Chief Executive Officer also affects the brand personality of the firm’s products. For example, Bill Gates improves the brand personality of Microsoft’s products.
Brand personality organizational analysis
Brand personality is a vital component which organizations use in marketing their products. This arises from the fact that consumers purchase products and services which are inline with their personalities. Therefore, one of the ways in which brand personality can be utilized by firms relates to market targeting.
Firms which have a product with a strong brand personality can benefit through improved brand equity. This can be attained by undertaking brand extension. In addition, such a product tends to have high brand goodwill (Batra, n.d, p.356).
Currently, the automobile industry is composed of a wider range of manufacturing firms. However, these firms are differentiated with regard to the type of automobiles they manufacture. These firms have attained this by segmenting the market on the basis of the customer’s psychographic variables. For example, some of the firms deal with the manufacture of luxury cars which are considered to be of high quality and efficiency.
Others such as BMW, Volvo and Mercedes Benz deal with manufacture of super luxury cars. The core business entails manufacturing premium cars which are considered to be luxurious and prestigious.
Since its establishment in 1918 as a manufacture of aircraft engines, BMW have evolved over the years. Currently, it is considered to be one of the best firms that manufacture the most elite vehicles. On the other hand, Mercedes is considered to be the most valuable premium automobile in the world.
According to Kapferer and Bastien (2009, p.51), luxury car manufacturers are amongst the firms which are concerned with developing brand personality. This is due to the fact that brand personality contributes towards the success of the firm in marketing. However, the success of luxury cars does not only depend on brand personality but also effective customer targeting.
According to Batra (n.d, p.356), the initial step in implementing brand personality is market targeting. BMW, Volvo and Mercedes Benz targets affluent customers of both genders. This means that these companies target high income consumers and professionals. The car models of these companies are considered to be comfortable, classy and stylish.
Currently, Volvo has developed its brand personality on the basis of a responsible attitude (Mikkelsen, 2007, p.10). Volvo has achieved this by ensuring that it manufactures safe cars. The firm captures this in its marketing strategy whereby it has adopted the phrase ‘Volvo for Life’ as its slogan. Over the years it has been in operation, Volvo has developed a positive perception amongst the customers.
The phrase ‘Volvo for Life’ has succeeded in shifting the customers’ perception of the company from a firm which is out to make profit to a firm which is concerned about the consumers need by enhancing safety.
The resultant effect is that Volvo has attained an effective market position as a responsible firm. Its inclination towards safety over the past years has developed a high perception of sincerity amongst the consumers (Mikkelsen, 2007, p.10).
BMW has also succeeded in developing its brand personality. The firm has positioned itself as the ‘Ultimate Driving Machine’ (Freeman, 2006, p.5). As a result, it has generated a set of impressions amongst the customers. Therefore, an individual driving a BMW is regarded as the ultimate driver. According to Freeman (2006, p.6), BMW creates a personality which evokes recognition.
Individuals who drive BMW are considered to be flourishing economically in addition to being powerful. Additionally, the person is perceived to love fun and has a sense of adventure. To create brand personality, celebrities are used by firms in their advertisement so as to create the intended brand personality thus strengthening the perception of the brand in the consumers (Healey, 2008, p. 85).
In an effort to enhance its brand personality, BMW contracted James Bond in his movie ‘Tomorrow Never Dies’ to endorse BMW car. BMW cars are considered to be sophisticated, have superior engineering and fun in driving.
On the other hand, Mercedes has developed brand personality associated with sophistication and ruggedness. For the past, 120 years it has been in operation Mercedes has successfully distinguished itself as an exciting brand in addition to being smart.
The chart below illustrates the rating of the three car companies on the basis of the various brand personality dimensions. A 3 point scale is used where 1=low, 2=medium and 3= high.
Conclusion and Recommendation
From the above analysis, the importance of brand personality in the success of a particular brand has been illustrated. This arises from the fact that consumer’s decision making process is influenced by their personalities.
For example, consumers may not have sufficient knowledge of the product to purchase. As a result, they select products which are closely related to their personalities. Therefore, understanding brand personality greatly determines whether a firm will attain brand preference which is necessary for creation of a sustainable competitive advantage (Opuku, 2006, p.85).
In order to be successful, it is important for firms to conduct a market research of their target customers. One of the aspects which they should focus on is the personalities of their target customers. The research findings on the personalities should be used in designing their products. As a result, the consumers will develop a relationship with the particular brand.
In addition, understanding brand personality enables firms to differentiate their product and service offering. This is due to the fact that they are able to develop desirable and distinctive products (Opuku, 2006, p.86). In their effort to develop their brand personality, firms should the two main sources of brand personality which include the product and non-product sources.
The analysis has illustrated that firms dealing with manufacture of premium cars such as Volvo, BMW and Mercedes have appreciated the importance of brand personality. These firms are concerned with developing a relationship with the customers by appealing to their personalities. Their effectiveness in developing branding personalities is illustrated in their marketing strategies.
In its operation, Volvo has managed to develop its brand personality on a number of dimensions such as sincerity and competence. However, the firm should consider developing its brand personality so as to be competitive. This will contribute towards the firm attaining a higher market performance considering the fact that the firm currently faces intense competition from other firms such as BMW and Mercedes.
In an effort to improve its brand personality, Volvo should focus on improving some of the brand personality dimensions such as excitement. One of the ways in which it can attain this is by sponsoring events. Additionally, Volvo should also consider teaming up with celebrities to endorse its car models.
This will play a vital role in improving its brand personality considering the fact that celebrities are considered to possess certain personalities. In addition, the firm will be able to develop a close relationship with the customers since they tend to incline their consumption towards what celebrities are consuming.
Additionally, Volvo should also emphasize on continuously improving on its designing so as to rejuvenate its care models. This will contribute in eliminating possible boredom amongst the customers considering that it has been in operation for a number of decades.
The resultant effect is that the brand will be considered as being young. Continuous designing of the car will also contribute towards the firm’s car models being considered as sophisticated by incorporating uniqueness and good-look. The firm should also consider improving its ruggedness by improving on some of its attributes. For example, the firm should consider integrating masculinity in its designing process.
Reference List
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