Brand Personality of Bajaj Pulsar
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 chosen brand. And Third part would be about the challenges faced by the marketer of my chosen brand. Part one: Meaning and Concept of Brand Promotion:
“Personality” something attached to human beings refers to the combination of emotions, attitudes and behaviors that an individual attribute. While as “Brand” typically associated with the products or services means a name, term, design, symbol or any other feature that differentiates one product or services from the other.
Brand personality thus may be defined as the way the brand behaves or represent itself. It means to associate the human personality traits and characteristics with the brand so as to achieve uniqueness. The attribution of personal nature or human characteristics to brand is brand personality. From a customer’s point of view it’s a way for them to express their personalities and determine and define their life style through material possession. Brand personality is the outcome of two important elements, what the marketer wants the customers to think and feel about the brand and what customers actually think and feel about the brand.
Brand personality is different from brand image; while brand image represents the physical and functional aspects of the brand the brand personality is associated with the emotional aspect of it. Brand personality plays an important role in development of brand equity. The brand personality is something related to the core consumers of the product. It depicts their
“Personality” something attached to human beings refers to the combination of emotions, attitudes and behaviors that an individual attribute. While as “Brand” typically associated with the products or services means a name, term, design, symbol or any other feature that differentiates one product or services from the other.
Brand personality thus may be defined as the way the brand behaves or represent itself. It means to associate the human personality traits and characteristics with the brand so as to achieve uniqueness. The attribution of personal nature or human characteristics to brand is brand personality. From a customer’s point of view it’s a way for them to express their personalities and determine and define their life style through material possession. Brand personality is the outcome of two important elements, what the marketer wants the customers to think and feel about the brand and what customers actually think and feel about the brand.
Brand personality is different from brand image; while brand image represents the physical and functional aspects of the brand the brand personality is associated with the emotional aspect of it. Brand personality plays an important role in development of brand equity. The brand personality is something related to the core consumers of the product. It depicts their
Bibliography: * Kevin Lane Keller,strategic Brand Management 2nd Ed,pearson Education * David.A Aaker,Building Strong Brands,Free Press * http://www.gurusoftware.com/GuruNet/Personal/Factors.htm * http://www.indianmba.com/Faculty_Column/FC306/fc306.html * http://mypulsar.com/history.aspx * http://www.managementparadise.com/article/1139/getting-known-to-the-brand-personality-amp-its-parameters-affecting-the-same * www.facebook.com/MyPulsar?fref=ts