Consumer Behavior: Consumer decision making and branding

Wheeler (2017) states that the consumers can be defined in terms of either the product they purchase or in terms of the meaning the product has for them. Hence the meaning of the brand also an essential factor that influences the overall purchase decisions of the consumers. Furthermore Diehl (2018) states that most of the consumers around the globe tend to look for the brand that matches their cultural meaning or matches the person they inspire to become, hence the personality and the meaning of the brand also helps the brand in gaining their attention and loyalty towards them.

Kumar (2009) states that there are three main kinds of meaning that the consumers intend to look for namely experimental, functional and symbolic meanings. Kumar further explains that the brands can acquire the experimental meaning by linking the feelings and emotions of the customers, while on the other hand the functional meaning of the brand can be developed and communicated by advertising basic utilitarian tasks.

Further Walliser (2006), states that the brand must focus on meeting the functional needs of the customers. Further Aaker& Biel (2013) adds that, the consumers do not buy the products purely for their material utilities, but they tend to prefer the brands on the basis of the symbolic meaning of the brand that is generally portrayed in their images. Hence it can be stated that brands having symbolic meaning can easily get the attraction of their target consumers by becoming the medium for social interaction and communication.

Brand Personality as the medium to develop consumer- Brand Relationship:

Chernatony (2010) states that most of the consumers tend to develop the relations with the brand in their attempt to find the best fit among their personality and brand personality. Furthermore Diehl (2018) states that the personality of the brand plays an integral role in the consumer decision making process as it provides depth, feelings and likings to the relationship. While on the other hand the relation among the consumers and the brand can also be based on the functional benefits of the products being offered by the brand.

Aaker (2012) states that the relationship among the consumers and the brand is majorly dependent upon the reliability, trust and welfare in a manner similar to the relationship between the people. Hence the actions of the consumers are based on the mix of respective elements that are included in the Big Five personality traits that include conscientiousness, openness to experience, extraversion, agreeableness and neuroticism. Regarding this Asker & Biel (2013) has presented 5 main dimensions of the brand personality on the basis of the Big Five personality model including Excitement, Sincerity, Competence, sophistication and Ruggedness.

Aaker& Biel further states that the competency relates to the characteristics like leader and influential, the excitement relates to the youthful and carefree attributes, the ruggedness relates to the outdoorsy, tough and athletic, the sincerity relates to kindness and thoughtful and the sophistication relates to the prestigious and elegant image of the brand in the minds of the target customers.

Rakocevic (2011) states that in today’s business world the social network driven brand communities are mainly developed through the development of an effective brand personality. Also because of the increasing importance of the brand personality most of the brands around the globe are focusing on developing the personality of the brand during the initial phase so that it can help them with the development of strong and successful brand strategies that further help them in increasing the awareness, performance and equity of the brand in the market.

Pydde (2009) states that once the personality of the brand is developed successfully, it greatly helps the brands around the globe in communicating their overall mission and marketing activities that are essential for the creation of the brand awareness in the market . Furthermore understanding the personality of the brand also helps brands in developing and implementing the most effective and appropriate message and media that is effective for all of the stakeholders. Moreover understanding the personality of the brand also helps brands in delivering the consistent brand experience to the target customers that helps in developing a strong relation among brand and the consumers and also leavers a deeper and more sustainable impression on them.


Aaker, D, A. (2012). Building Strong Brands, Simon & Schuster.

Aaker, D, A and Biel, A, L. (2013).Brand Equity & Advertising: Advertising's Role in
Building Strong Brands: Psychology Press, pp 331-350.

Chernatony, L, D. (2010). Creating Powerful Brands: Routledge.

Diehl, G. (2018).Brand Identity Breakthrough: How to Craft Your Company's Unique Story
to Make Your Products Irresistible, Identity Publications Via Publish Drive.

Kumar, S, R. (2009). Consumer Behaviour And Branding: Concepts, Readings And Cases-
The Indian Context: Pearson Education India.

Pydde, M. (2009).Cultural Differences in the Perception of Brand Personalities, GRIN

Rakocevic, I. (2011). Brand Personality, GRIN Verlag.

Wallister, A. (2006). Successful Branding: A critical examination of Customer Experience
Management for Persona International: Kogan Page Publishers.

Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding
Team: John Wiley & Sons.

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