When an advertiser portrays the characters in an ad as experiencing an emotional benefit or outcome from using a product or service it is called?
What Is Brand Personality?The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits. As such, a brand personality is something to which the consumer can relate. Show
Key Takeaways
Brand PersonalityHow Brand Personality WorksBrand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission. A company's brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefit the firm. Customers are more likely to purchase a brand if its personality is similar to their own. There are five main types of brand personalities with common traits:
Brand personalities are even more important, especially in the digital age where automation and
artificial intelligence (AI) technology is growing. As much as consumers enjoy being able to shop online or have companies predict their preferences, studies show that people still want personal interaction and direct
customer service when it comes to the way they do business with companies. Customers are more likely to purchase a brand if its personality is similar to their own. Brand Personality vs. ImageryA company's brand personality should not be confused with its imagery. A company's imagery is a series of creative assets that communicate the tangible benefits of its brand. Conversely, a firm's brand personality directly creates an emotional association in the mind of an ideal consumer group. It is important for a company to accurately define its brand personality so it resonates with the appropriate consumer. This is because brand personality results in increased brand equity and defines the brand's attitude in the marketplace. It is also the key factor of any successful marketing campaign. In order to choose a brand's personality, companies consider the five personality types and select the one the company wishes to convey. If, for example, a new outdoor apparel company wants to resonate with consumers, the natural inclination is to create a brand personality that is rugged. But it is possible that a competitor may have already positioned itself as the rugged outdoor apparel brand. To set itself apart, the new company can position itself uniquely in the mind of the customer by adopting a brand personality of sophistication. This differentiates the brand as an upscale, high-end option to outdoor apparel, which attracts a specific type of consumer. Real-World Examples of Brand PersonalityThere are many examples in the corporate world of how brand personality works. Here are some of the most common ones below.
Why Is It Crucial for Companies to Define Their Brand Personality?It is important for companies to accurately define their brand personalities so they resonate with the appropriate consumers. This is because a brand personality results in increased brand equity and defines the brand's attitude in the marketplace. It is also the key factor of any successful marketing campaign. What Are the Different Types of Brand Personalities?A company's brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefit the firm. There are five main types of brand personalities with common traits. They are excitement, sincerity, ruggedness, competence, and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own. What Is the Difference Between Brand Personality and Imagery?A company's brand personality should not be confused with its imagery. A company's imagery is a series of creative assets that communicate the tangible benefits of its brand. Conversely, a firm's brand personality directly creates an emotional association in the mind of an ideal consumer group. What is an emotional advertising ad?Emotional appeal advertising is a promotional tactic that stimulates emotions among consumers. They assess what motivates and concerns viewers, and then they tell a story that resonates with the audience.
What is a type of advertising used for the purpose of influencing the actions and emotions of others?Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.
What is emotional and rational appeal in advertising?Emotional appeals represent a psychological, social or symbolic desire that motivates consumers to purchase the product because of the feelings it elicits [28–30]. On the other hand, rational (informational) appeals refer to the consumer's logical beliefs and attitudes about the product's benefit or function [28–30].
What is transformational advertising example?Some transformational advertising examples include: A software company sells its products by focusing on how it will make the customer's work life easier and more efficient. An office supply company focuses on how its products will help the customer be more productive and organized.
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