personality of products
DESCRIPTION
A brand’s personality is formally defined by Michael Solomon as “a set of human of traits people attribute to a product as if it were a person. According to Solomon it is important because consumers hold strong, favorable, and unique associations with a brand in memory (Brand Equity)— and the extent to which they are willing to pay more for the branded version of a product than for a non- branded ( generic) version. Brand personality also can define not only the brand but the product class context and experience.TRANSCRIPT
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- 4. Experiential Exercise Ch. 4 Motivation and valuesPresented byMiguel ngel Fernndez October 13th, 2011
- 5. Metodology
- 6. 2011 Ranking of the Top 100 Brands
- 7. The chosen productsProductBrand
- 8. Iphone Modern and expensivewww.dailynews.com CONSUMER BEHAVIOR 2011 Useful 2 User Friendly 1 Top Branded 1 Popular 2 Overrated 2 Music 1 Modern Fashionable 4 2 Fancy 2 Expensive 3 Desing 1 Creative 2 Cool 1 Clever 1 Clean 1 0 0.5 1 1.5 2 2.5 3 3.5 4
- 9. Post It Notes Consumer Behavior - Since 1802 5 Useful and Convenient 54.5 4 4 3.5 3 2.5 2 2 2 1.5 2 1 1 1 1 1 1 1 0.5 1 1 0
- 10. Consumer Behaviour NEWS Coke Sweet and Adictive Unhealthy, 1 Thrist, 1 Adictive, 3 Arrogant, 1 Sweet, 4 Calm, 1 Cold, 1 Refreshing, 1 Commercial, 1 Cool, 1 Pervasive, 1 More Gas, 1 Hip, 1 Disgusting, 1 Friendly, 1 Habit, 1 Good, 1
- 11. Consumer Behaviour NEWS Harley Davidson Motor Cycle 5 54.5 4 Cool, Expens3.5 3 3 ive and 2.5 2 2 2 2 Rebel 2 2 1.5 1 1 1 1 1 1 1 0.5 1 1 1 0
- 12. Ciber-shot Artistic & Qualitywww.dailynews.com CONSUMER BEHAVIOR 2011 (blank), 0 Unique, 1 Travel, 1 Artistic, 3 Social, 1 Easy, 1 Small, 2 Friendly, 1 Modern, 1 Picture Quality, 1 Quality, 4 Precise, 1
- 13. How are their descriptions different? The descriptions of the different personalities of the product are similar or different according to the individual perception. This perception is a mixture of the marketing stimuli and their own experience with the product or brand itself.
- 14. http://www.brandtags.net
- 15. http://www.brandtags.net
- 16. Fun with brands Janes Brand-timeline Portrait
- 17. Conclusions
- 18. Miguel A. Fernandez Delgado Q&AThank you for your attention!