Research proposal Essay Example | Topics and Well Written Essays - 3000 words - 1

Research proposal - Essay Example It is generally believed that brands have personalities just as humans do. Brand personality is seen as a valuable factor in creating an attachment and bonding with the product in the same say as human create attachment and bonding. The similar measures of personality attributes and factors are used in the promotion of brands. Since it is commonly used by a wide variety of products, this research would aim to ascertain to what extent having a brand personality increases consumers’ brand loyalty. The definition of brand personality differs and so do the attributes that are applicable across different nations. Literature is available on how a brand owner could use brand personality as a way to build and maintain brands. Literature is also available on the packaging as a means of building brand personality. Brand image differs across goods and services. Very little literature is available on celebrity endorsement enhance the brand image and builds brand personality although it is often seen to be very effective. The researches conducted so far express the need that brand personality represents an extensive field for research. Celebrities like David Beckham are lending their names and the brand owners are capitalizing on this concept. It is essential to determine to what extent celebrity endorsement helps in creating brand image and establish the brand. To what extent is celebrity endorser important in building brand personality and how these influence consumers’ decisions? Because of the diverse literature available, it is important to understand how the consumer perceives the brand. The first questions deals with the different forms in which brand personality is communicated. This includes packaging, advertising, positioning etc. The Big Five personality traits that influence personality traits have to be studied in detail as authors have diverse opinion and priorities in this area. Again, these could

Written assignments Assignment Example | Topics and Well Written Essays - 500 words

Written assignments - Assignment Example One of the major marketing concepts of a brand is communication; properly communicated brand enhances the establishment of brand’s position, shields the brand from competition, and promotes the brands market performance. The brand has products that are driven from the consumer needs and are managed through the three basic stages including; introduction, elaboration and fortification. As such through this approach, it has been possible for the management to obtain a means of product-market introduction, elaboration and fortification. This has been done over a long period of time hence enabling the brand to be leading provider of soft drinks worldwide. The brand has employed the concept of functional needs thereby enabling it to solve consumer problems. This concept enables the brand to solve the consumers’ externally generated problems such as thirst. It also employs the symbolic concept that enables one to feel associated to a certain class or group of people. To some extent the brand also employs a mixture of symbolic, functional, and experimental concepts hence it brings a universal benefit to the consumers. Despite of its multiple concepts, it has been able to put forth a strong image and a strong brand management mechanism that has enabled it to stay ahead of all of its competitors. The concepts selected for this brand has made it possible for it guide its market positioning decisions. The concepts employed have provided a basis for the determination of its market boundaries and expansions (Peter 9). The way in which the brand concept and its image is being managed over a long period of the life of the brand has created trust on the brand among the consumers. Throughout the three management strategies which include; introduction, elaboration, and fortification, ‘positioning strategy as a marketing concept has enabled consumers to understand