Understanding Branding
Nike, Apple, Adidas, Microsoft, Reebok. Do these all fall into the same category? Yes, they fall into brands. If I say sports shoes, you’d probably think of Nike or Adidas. Do you ever wonder how these brands got stuck in your head that every time you think of sports shoes, you think of Nike or Adidas? Many people know hundreds and thousands of brands, but most of them don’t know how they all started off. A brand doesn’t get famous in a day. It takes time, and effort, just like everything else does. First of all, you need to know what branding means. Branding means, the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Boring, learning what branding is that way, is boring. I’ll make learning fun for the first time!
What is Brand Personality? To make it easier, break does two words in half. Brand is a type of product manufactured by a particular company under a particular name. Personality is the combination of characteristics or qualities that form an individual's distinctive character. Add does two definitions together and you’ll get the definition of Brand Personality. Brand Personality is a set of human characteristics associated with a brand. Some examples of brand personalities are IBM is ‘older’ while Apple is ‘younger’, and Coke is ‘conforming’ while Pepsi is ‘irreverent’. Like human personality, Brand Personality is both distinctive and enduring. In consumer’s mind, these impressions merge to form an overall concept of what to expect from brands. That is what Brand Personality means.
Within Branding, there are five dimensions of a brand; SINCERITY, EXCITEMENT, COMPETENCE, SOPHISTICATION, and RUGGEDNESS. Sincerity is when consumers interpret sincere brands as being down-to-earth, honest, wholesome, and cheerful. For example, some people find Rachel Ray