Brand Personality

Brand personality

Why? Difficult to imitate, meaning sustainable, so build loyalty and enhance preference.

Sincerety(warmth, acceptance), excitement (sociability, energy, activity), competence (security, dependability), sophistication (class, charm), ruggedness (masculinity and strength)

Contacts between brand and consumersmarketing mix (brand communication, sales promotion, media ads).

Visual (pictures) and verbal (headline) in rethorical advertising.

Rethorical uses metaphors, which influence brand perceptions (degree of sincerity and sophistication).

Transfer of cultural meaning: social and cultural symbols transferred into a brand.

Symbolic products: consumed for affective (tendency) purposes; social, image. Ex: designer jeans

Utilitarian products: for cognitive (theory) oriented benefits . Ex: medication

Methaporic headlines and pictures on consumer response for utilitarian and symbolic products.

Rethorical: deviate from expectations (Using methapors, NOT describing words literally). Why:

1. Elicit(invite) more cognitive elaboration. Consumers have to comprehend complex information.

2. Create favorable attitude

3. Inject novelty: increase motivation to read and process the ad

4. Increase interest: disguise and decorate

5. Help us imagine

Consumers perceive brands with metaphoric ads as complex and perceptiveads approach become more SUBTLE as consumers need to draw inference about the metaphor.

Metaphor creates the perception of sophistication (due to the artfulness). Ex: The worlds’ local bank, something out of the matrix. It also leads to the perception of artistic and imaginative. But, less sincereas non-methaporic ad elements are perceived to be more direct, factual, and literal, as well as secure and trusworthy.

H1: brands advertised using metaphoric ads will be perceived as being more sophisticated and exciting, but less sincere and competent, than those using metaphoric ads.

Symbolic products:

Consumed for affective...