During the past few decades the overall concept of Brand Personality has gained a significant importance among businesses managing their brand successfully (Pollington, 2018). Hurley (2018) states that most of the brands around the globe has now realized the importance of positioning their brands with unique personality in order to satisfy the needs and wants of their customers and to develop a long term consumer – brand relationship. With regards to the brand personality it has been stated that the concept of brand personality within the field of relational marketing can be defined as the set of human characteristics that are associated with a particular brand (Aaker, 2014).
Aaker further explained that human beings aspire to personify the objects as to help their interactions with the intangible world. Also the direct and indirect contacts of the customers with the brand play a crucial role in creating the perceptions of the brand personality traits.
Geyrhalter (2015) states that development of the strong and attractive personality of the brand greatly helps businesses in better understanding, developing and maintaining the relations of the brands with their consumers. Furthermore it has been stated that the overall consumer to brand relationship greatly influences the overall purchase intentions of the customers.
Murphy (2016) states that the personality of the brand is the major representation for the brands that is based on the idea that is developed by the consumers regarding the brand and attracts consumers towards the brand having the personality similar to their own personalities.
Understanding the Importance of Brand Personality
Geyrhalter (2015) states that most of the consumers around the globe tend to identify themselves in relation with a particular brand on the basis of the congruency among their own personality and the characteristics, attributes and personality associated with the brand. Hence it can be stated that the personality of the brand is the most essential factor that influences the choice of the consumers with regards to the particular brand. Hence the personality of the brand extends the functions of self-expression and self-symbolization. This is the major reason that most of the brands around the globe are now focusing on developing and implementing strong and effective marketing strategies that can help them in making consumers believe and recognize the personality of their brand and to further reinforce the relationship among the brand and the consumers (Clifton, 2009).
This further helps in increasing the overall equity of the brand as well as it increases the loyalty of the customers towards the brand. Alihodzic (2013) states that people having different personality tend to prefer different sort of products and services depending upon their own personality i.e. likings and disliking. Some of the major factors behind such increasing importance of brand personality among the brands around the globe include.
Expression of the Functional Benefits of the brand
Guse (2011), states that the overall personality of the brand greatly helps brands and their marketing team in communicating the overall functional benefits of the brand in an efficient manner. Furthermore it helps the brand in communicating the product related utilitarian benefits and the attributes of the brand.
Aggarwal (2008) states that the overall functional benefits of the brand becomes much more persuasive when they are expressed in parallel to the personality of the brand. Hence it can be stated that it is a lot more easier for the brands to develop the personality of the brand that indicates the functional benefits of the products or services, rather than communicating the benefits directly to the consumers.
Reflective symbol of the Self-Identity
Kumar (2007) states that most of the consumers around the globe use different brands as a medium to express their self-identity which can either be the actual identity of the consumer or a preferred or ideal self which they desire. Another prominent way in which the consumers tend to express their personality is their consumption behaviors and the selection of particular brands (Diehl, 2018).
Hence it can be stated that overall personality of the brand surely influences the purchase decisions of the consumers in the market making it easier for the brands to attract more and more consumers towards the brand by understanding their needs and wants in an effective manner that further helps in gaining the competitive edge over their competitors in the market.
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