Brand Identity in Consumer-driven Product markets

Editora:

KS OmniScriptum Publishing

Código:

491_9783846522387

Vendido e entregue por Um Livro

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The purpose of this monograph is to understand the elements which exist within a brand and how they can impact the consumer. This paper will examine how consumers perceive brands with the use of Aakers personality dimensions and also use Fourniers brand typology to recognise and disclose relationships. A total of one hundred individuals completed each questionnaire; the results illustrated a correlation between the most descriptive brands and those which were ranked most desirable. The second questionnaire provided insight into the perceived personality of the brand, in the eyes of the consumer. The results indicated that each of the four brands clearly expressed one personality trait. Research findings from the interviews provided insight into the brand typologies and how they are created. This process allowed an understanding into the importance of logos, symbols and name to the consumer to be understood. An important finding was that of the celebrity brand and its impact upon consumers, another finding was the use of brands to express an image by adapting the perceived personality of the brand.

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