FILM 340 Lecture Notes - Lecture 2: Product Recall, Jennifer Aaker
28 Jan 2015
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Document Summary
Exploring consumer/brand relationships and how consumers develop emotional attachments to brands. In order to form a relationship with a brand with rst imbue that brand with a personalty dimension. According to research by jennifer aaker, there are 5 categories into which brands can fall along a axiom of brand personality: Brands that feel down to earth, honest, wholesome, and cheerful. Brands exuding daringness or which challenge our imaginations. Brands which promote their reliability and intelligence. Especially used for luxury brands who aspire to be perceived as upper class and exclusive. When consumers are able to perceive self/brand congruence (d/t one of these brand personalities), it is more likely that they will be able to develop a loyalty and af nity for that brand. This is because a certain compatibility develops when we feel that a brand mirrors our ideal selves. These brands have a better chance of serving our needs (functional, symbolic, or experiential needs)
