Dimensions of brand personality or characteristics Essay
Dimensions of brand personality or characteristics
As shown in the figure above, the dimensions of brand characteristics include sincerity, competence, excitement, ruggedness and sophistication of the products or services. In this regard, the dimensions can be sued for operationalising the dimensions of the characteristics of the brand structure. Different studies have shown that the characteristic of a specific brand reveals their best characteristic that outperforms their rival brands (Kapferer, 1997).
The distinctive brand characteristic provides the brand the ability to be exploited as a channel for self-expression, self-appraisals and self-definition for clients (Karande, Zinkhan & Lum, 1997). In addition, brand characteristic is a context linked with the multidimensional image of a specific brand (Keller, 1993). These imply that the characteristic of the brand will lead to brand image. The brand personality dimensions can be sued evaluate or measure various brand images.
It is noted that the brand personality dimension is a well researched context to determine whether the brands is strong and effective (Austin et al, 2003, Phau & Lau, 2000). The most direct and simplest manner which has been recommended in measuring the strength and effectiveness of the brand image is to solicit responses to different questions which pertains to a specific human traits (Keller, 2003).
As mentioned above, one of the questions that should be answered in this paper is to determine the characteristics of a strong and effective brand. Different scholars have been able to establish some points to distinguish strong and effective brands. It can be said that a specific brand is strong and effective if such brand have the ability to influence the consumer purchase behaviour. According to Keller (1993), a brand is strong and effective if it has a significant impact on the purchase behaviour and decision making of the target market.
In addition, strong brand is a brand which has the ability to retain on the memory and consciousness of the clients associated with their purchasing decision making. Based on the brand concept of a target market, Dobni (1990) regarded brand image as the subjective consciousness phenomenon. Dobni (1990) have realized that it is not easy to understand how brand can retain on the memory and consciousness of the consumer but brand which has a strong image is forming through the reason and perceptual connotation of the consumer.
Furthermore, since the image of the brand does not physically exist in the products as well as in the entity, it is mentioned that a strong and effective brand has the ability to influenced and meld by its brand’s declaration of specialties of their content and by the individuals who accept the image throughout the purchase process. Hence, it is more essential consider the image of the brand than the consciousness appeared of fact to know whether the brand is strong and effective.
In the explanation made by Aaker (1991), he mentioned that the brand is typically linked with the company in a meaningful manners and its strength and effectiveness is reflected to different attitude of characteristics include the performance of the product, compare price, the interests of the customers, the behaviour of the clients, famous person/s, personality and life style, their competitors, product category, and others.
Each of these characteristics has a different degree of intensity to influence the strengths and effectiveness of the brand image. In addition, it can also be noted that strength and effectiveness of brand image of the products or services offered by the company can also bee attributed with the associated brand name to ensure that the clients will purchase the products or services. The characteristics of a strong and effective brand can be divided to flexibility of the materials, the tangible and intangible feelings of the consumer and others.
A strong and effective brand is also considered as the one which has the ability to determine the products and services taken on their brands. It can be said that one of the characteristics of a strong and effective brand has the ability to appeal to its target market, and has the ability to become memorable among customers. Furthermore, a strong and effective brand also offers a unique image which separates it from other competing products or services.
It can be noted that a company with a strong brand enables a specific service or product to distinguish itself from its rivals. From the study conducted in which 101 companies have been surveyed, the participants of the study revealed that having a strong and effective brand are indeed important to the success of the company and products, specifically new launches (Kohli & McBahn 1997). In addition, it is said that strong and effective brand has the ability to make statements to other audience.
Having a strong and effective brand enables the company to have a short-hand communication of what the organisation is and what it offers. Strong and effective brand create social acceptance and instant mutual recognition among their clients. By having a strong and effective brand image, organisations can have the ability to relay to relay to the clients their intended market expression for the products or services they offer.
Most likely, target market tends to buy strong and quality or effective branded products and as time go by, this branding change use-value with image value. Furthermore, it can be said that the key component of a strong brand is based on the initiation of an integrated approach in which industries are able to convey what they can offer relative to the competition, do what they are offering to the market and confirm it through consistent practice (Cai & Hobson, 2004).
Accordingly, having a strong and effective brand and image to attain competitive advantage in the global market and to sustain its strengths and effectiveness, the management of the company must be able to give value to the capabilities of the brand (Nguyen and LeBlanc (2001). In an organisation, having a strong brand is attributed to having quality products or services.
In this regard, the company must be able to provide a pleasant experience for target market to establish a strong and competitive brand image which may lead to their competitive advantage. It is said that the strength of the brand can be established once the company is able to consistently provide the target market quality products and services. In a study conducted by Kim, Kim, and An (2003), they have stressed that a strong and effective brand image has the ability to meet the specific needs of the consumer and achieved consumer-based brand equity.
Strong and effective brand image has the ability to influence the development of customer base of each of the company as well as the consequent enhancement in brand’s financial performance. One of the significant characteristics of a strong brand has the ability to meet the viewpoint of the clients. Furthermore, a strong brand and effective brand has the ability to convey and update their information on the current trends in market demand and has the ability to formulate a strategy to sustain its strengths and effectiveness through customer satisfaction.
Strong brand has the ability to provide total customer satisfaction which was developed within the company from knowing that most of the target markets are trying to find products which have been used by other people based on its name alone. Another characteristic of a strong and effective brand is its ability to reach the feelings that clients and other establishments have about the company with regards to the evaluation and assessment of other competing brands.
In doing so, the management or the company handling the brands must be able to reach the clients through marketing activities like advertising and promotions. Having a strong and effective image means that the brand has the ability to maintain and sustain their competitive advantage. These brands has the ability to maintain such image in the marketplace since a negative change for a brand name may decrease in target market and consequently of revenue. It is said that it takes twice as hard to rebuild a good and effective brand image rather than initially building it.
Subject: Cai & Hobson,
University/College: University of Chicago
Type of paper: Thesis/Dissertation Chapter
Date: 5 June 2017
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