What Is Brand Personality?
Brand personality is the human personality of a brand in consumer perception. It can be constructed from five dimensions: sincerity, ability, stimulation, classic and rough. The reason why brand personality is effective is that consumers often regard the brand as an image, a partner or a person when they establish a relationship with the brand, and even project their own image onto the brand. The more the personality of a brand matches the personality or expectations of consumers, the more consumers will have a preference for the brand. Advertising spokespersons, cartoon images, etc. can be used to shape brand personality. [1]
Brand personality
- Brand personality is the human personality of a brand in consumer perception. It can be constructed from five dimensions: sincerity, ability, stimulation, classic and rough. The reason why brand personality is effective is that consumers often regard the brand as an image, a partner or a person when they establish a relationship with the brand, and even project their own image onto the brand. The more the personality of a brand matches the personality or expectations of consumers, the more consumers will have a preference for the brand. Advertising spokespersons, cartoon images, etc. can be used to shape brand personality. [1]
- Although the term brand personality has been proposed by scholars (Gardner & Levy, 1955), the research on brand personality theory has been slow. Since the 1980s, Sirgy (1982) proposed that any brand or product should have personality, and Aaker (1997) applies the "big five" in psychology
- The study of brand personality dimension is directly related to how to apply brand personality theory to the practice of brand management. Before the concept of "dimension" appeared in the study of brand personality, the measurement of brand personality has been in a relatively chaotic and unsystematic state. Marketers either describe the brand personality according to the specific characteristics of the product and the specific brand design, or directly use the personality vocabulary in psychological research for brand personality measurement. In the 1990s, brand research scholars began to use the concept of brand personality and its relationship with personality as the starting point, and used personality theory to study brand personality dimensions. Based on the reference of different personality theories, the study of brand personality dimension focuses on two aspects: one is the brand personality dimension based on personality type theory, and the other is the brand personality dimension based on personality trait theory. The former uses deductive methods, while the latter uses inductive methods.
- a. Brand personality dimension based on personality type theory
- At present, the study of brand personality dimension based on personality type theory is in the non-mainstream position of brand personality dimension research. Its method mainly uses one or a few characteristics of people to describe brand personality, such as introversion, extroversion, and more emphasis on abstraction and classification And cultural universality of brand personality. Its main research result is that
- Based on this, domestic scholars have also conducted in-depth research on the brand personality dimension based on China's special cultural background and different product backgrounds. Among them, scholars Huang Shengbing and Lu Taihong (2003) developed an empirical study of the Chinese brand personality dimension scale, and explained the Chinese brand personality dimension from the perspective of traditional Chinese culture as "benevolent, intelligent, courageous, happy, and elegant"; Dina In 2007, Li Jinhui and Bao Qiting of the Marketing Research Institute summarized the personality dimension of Chinese home appliance brands as "letter, courtesy, specialty, bravery, heaven, and elegance" in 2007; Liu Yong of Beijing Technology and Business University in 2008 Summarized as: the pursuit of excellence, leisurely contentment, success, heroic, peaceful, mellow and fragrant, fresh and natural, mysterious exotic style, friendship, honor and authenticity. Chen Ke et al. (2008) pointed out that for digital cameras, brand personality can be divided into four dimensions: sincere competence, solidity, refinement, and excitement; among them, Huang Shengbing and others have widely recognized the brand personality dimension. "Benevolence" is the brand personality dimension corresponding to "Sincerity" in the brand personality dimension in the American cultural background studied by Aaker et al., Which describes people's excellent character and high cleanliness, such as pragmatic, honest, and integrity; "Chi" is a dimension corresponding to "Competence" in the West. It describes people's intelligence, calmness, reliability and success. "Brave" is more related to "Ruggedness". It describes strong, tough, brave and other image characteristics. "Le" compares With Chinese characteristics, in addition to the meaning of "Excitement", it also has the meaning of expressing positiveness, self-confidence, optimism, and fashion; "Ya" corresponds to "Sophistication" in Western studies and covers tasteful, educated, and tasteful And other words used to describe elegant style and personality.
- Thousands of brand laboratories Xiang Zhonghong's continuous monitoring of more than 1,000 brands and analysis of brand personality in 20 industry fields in the past six years, and extracted some Chinese localized brand personality vocabulary. We found that these new brand personality vocabularies correspond to The brand personality was merged into three brand levels, and finally merged into the five dimensions of brand personality proposed by Aaker.
|
|
| ||
|
|
| ||
|
|
|
|
|
|
|
| ||
|
|
| ||
|
|
| ||
|
|
|
|
|
|
|
| ||
|
|
| ||
|
|
| ||
|
|
|
|
|
|
|
| ||
|
|
| ||
|
|
| ||
|
|
|
|
|
|
|
| ||
|
|
| ||
|
|
|
|
|
|
|
|
- There are many researches on brand personality dimension, this article only lists some of the more representative ones. It can be seen that brand personality dimension research based on personality trait theory has become the mainstream of brand personality dimension research. The research of brand personality dimension is not long, and there are still some shortcomings. First of all, brand personality originates from personality. The most important theoretical source of brand personality dimension is the "Big Five" personality theory, but the "Big Five" personality theory is only a view of personality characteristics. It can be said that it only reflects part of personality. The brand personality derived from it is also incomplete; secondly, most brand personality only covers the good aspects of personality characteristics, and only a few scholars have discussed their bad aspects. Brand personality has the same duality as personality This is also the deficiency of the current brand personality dimension research. Third, the current research on the brand personality dimension only involves brand personality at the product level (Govers & Schoormans, 2005). Some scholars further believe that the brand personality at the product level cannot fully reflect the personality of the brand. And other aspects (Keller & Dauenheimer, 2003). Keller et al. (2003) defined the corporate brand personality as the personality traits or traits of all employees of the company as a whole, which involved a wider content than the product brand personality, and pointed out that the company brand personality includes Creative (original), Collaborative, Passionate, Compassionate, Agile, and Disciplined.