COM 443 Lecture Notes - Lecture 2: Rolex, American Express, Kodak
Document Summary
A set of human characteristics associated with a brand (age, socio-economic class, imputed or physical attributes) Consumers interact with brands as if they were people: apple v. ibm, coke v. pepsi v. dr. pepper, wrangler v. guess (jeans) *an advertising campaign is very successful if you stick to one brand personality. Brand personality scale (bps: the big five , sincerity (hallmark, campbell"s, kodak, excitement (bud, absolut, competence (american express, cnn, sophistication (bmw, lexus, rolex, ruggedness (marlboro, nike, levi"s) They are the most magnetic brands in the marketplace. Definition: the process of turning of a product, company, organization or place into an entity with devoted followers, who identify with it and show their commitment in various ways. Cult brands: bring higher prices than competition, high a high degree of customer loyalty, customers are evangelists, greatly influence purchase decisions, become a crucial part of customers" identity.
