GROHMANN* Although masculinity and femininity are personality traits relevant to brands‚ their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople
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Introduction: Brand personality is the attribution of human traits and characteristics to the brand name‚ so as to relate the personality of brand with a prospective customer and thereby increase the brand equity. I have structured my assignment in the following manner: In part one I would define and examine the concept of brand personality and the specific human traits that can be associated with a particular brand. Second part will include the association and evaluation of traits with my
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Customer Based Brand Equity Model Assignment#2 Submitted By: Unaiza Khan ID # 14388 Dated: 1 Oct’ 2014 ASSIGNMENT#2: CUSTOMER BASED BRAND EQUITY MODEL Branding Strategies: Marlboro is known to be the world’s best selling Cigarette brand in the World. It was the first cigarette brand which was launched in 1904 almost 110 years back from now by the parent company Philip Morris International. Their Branding strategies should be more focused on Design
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The Nokia and Samsung Brand Personality in China* Wendian Shi1**‚ Yanhong Luo2 and Liheng Yang2 Educational School‚Shanghai Normal University‚ shanghai‚ China 1 Educational School‚ Ningxia University‚ Yinchuan‚ China 2 Email: swd_nx@shnu.edu.cn Abstract The purpose of this paper is to study and compare the brand personality of Nokia and Samsung in Chinese situation for brand building reference. This paper investigated Nokia and Samsung brand personality. Results demonstrated that
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biggest selling Scotch whisky and the third largest spirits brand in the world; which has presence in more than 200 countries. The brand outsells its nearest rival by over 10 million bottles a year. “Johnnie Walker Red Label” is the third largest spirit brand in Australia and the market leading Scotch whisky brand in the Australian market. With a strong heritage and an interesting history since 1820‚ the brand raised its own personality and brand elements such as the Striding Man or the square bottles;
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rise over 2008’s figure of 2.17 billion and the figure of 2.09 billion in 2005. Marlboro has a market share of 50% in Singapore. Our closest competitor Dunhill (BAT) is placed at 30%. Other competitors are from Japan Tobacco International which has 20% market share. This puts us in a driver’s seat and our new concept of Marlboro Switch will be well accepted in Singapore market. Innovation The new ‘Marlboro Switch’ contains less Tar and Nicotine‚ compared to other competitors. This shall
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Kolton Huckaby Word Count: 1055 10/9/2012 English 101- Section 076 Prof. Michael Shum MARLBORO ADS THROUGH THE YEARS Over the years Marlboro has had a clear shift in the way they advertise for their cigarettes. This shift is caused by many social and historical trends of the certain time period. One of the biggest driving forces for the way ads are created is the social class. Throughout history the social class is continually changing and as it changes so do the advertisements that
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Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first‚ along with some real examples of how firms make use of personality traits to strengthen their brands. The shortcomings of the two existing theories will then be analyzed‚ and some measures developed by recent researchers will be introduced in order to overcome the weaknesses. I chose this topic because I am interested in psychology and personality traits. Many personality tests usually
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CARRIERS OF CULTURE: A STUDY OF JAPANESE AND SPANISH BRAND PERSONALITY CONSTRUCTS Jennifer Aaker Verónica Benet-Martínez Jordi Garolera May 2001 Forthcoming in Journal of Personality & Social Psychology RESEARCH PAPER SERIES GRADUATE SCHOOL OF BUSINESS STANFORD UNIVERSITY )RUWKFRPLQJ DW WKH -RXUQDO RI 3HUVRQDOLW\ 6RFLDO 3V\FKRORJ\ CONSUMPTION SYMBOLS AS CARRIERS OF CULTURE: A STUDY OF JAPANESE AND SPANISH BRAND PERSONALITY CONSTRUCTS Jennifer Aaker University of Stanford
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Inter-war years (1921–1939) Second World War (1939–1945) 1 Royal Enfield in Nepal 1 Customer’s attitude towards Royal Enfield 4 Positioning of Royal Enfield as a brand 5 FINDINGS 6 Aaker’s Brand Personality Scale 6 Projective Technique 7 Zaltman Metaphor Elicitation Technique (ZMET) 10 Fournier Brand Typology 12 Conclusion and Recommendation 12 Introduction Manufactured in Redditch‚ UK‚ the Bullet was the culmination of designs that date back to 1933. The classic 350
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