Branding Bari 2010 Cleopatra Veloutsou 1

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Branding Bari 2010 Cleopatra Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Bari May 2010 Different approaches in the definition of Brands Dimensions of the brand Brand as a Symbol Brand as a Product Brand as a Person Types of Brands and Brand Architecture Brand as a Person Brand as a Person "If the brand were a person, what type of person would it be...?" Brand Personality The “gender” of the brand The “social class” of the brand The values of the brand The nationality of the brand [country of origin] The networks of the brand [friends and enemies] The heritage/history of the brand [what the brand went through] The dreams of the brand [what it should do next] ……… 44
Branding Bari 2010 Cleopatra Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Personality Personality is the distinctive, consistent, and enduring patterns of behavior that characterize an individual’s responses to situations in his or her life May be inborn or learned Hoyer, W.D., and D.J. MacInnis (2007), Consumer Behavior, 4th Edition, Houghton Mifflin, chapter 15 Brand Personality The set of human characteristics associated with the brand Aaker J., 1997, “Dimensions of Brand Personality”, Journal of Marketing Research, Vol. XXXIV, August, pp. 347-356. Personality: “Personality - it is the Soul, the Persona, the Spirit, the Culture of the organisation manifested in some way.” Wally Olins “The organisation must be sure that its personality is not just what it imagines it to be!” Nicholas Ind 45
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Branding Bari 2010 Cleopatra Veloutsou 1

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