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Lecture Plan

AEM 4160: Strategic pricing Prof.: Jura Liaukonyte Lecture 14 Brand Personality, Presentation Prep. Lecture Plan. Brand Personality Survey Experiment next lecture Presentation and Paper HW5 Sample Presentation Exam 2. Brand Personality.

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Lecture Plan

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  1. AEM 4160: Strategic pricingProf.: Jura LiaukonyteLecture 14Brand Personality, Presentation Prep

  2. Lecture Plan • Brand Personality • Survey • Experiment next lecture • Presentation and Paper • HW5 • Sample Presentation • Exam 2

  3. Brand Personality • Marketing research suggests that personalities are used as part of a firm’s branding strategy • According to (widely cited) research by Prof. Aaker at UC Berkeley (Aaker, 1997; Aaker et al. 2004) , the five brand personalities are: • Competence, Excitement, Ruggedness, Sincerity, and Sophistication • Three of these personalities map quite closely to the three interpersonal attributes defined by Fletcher et al. (1999): excitement with vitality, sincerity with warmth, and sophistication with status.

  4. Source: Aaker, 1997, JMR

  5. Brand Personalities in Food Markets • Because of the number of new product introductions that enter the food market each year, brand personalities are especially important in this sector • Research suggests that brand personalities are used for one of three reasons: • Align new product with the personality of the brand’s category • Differentiate a new product from the personality of the brand’s category • Match brand personality with the actual or perceived personality of the prospective consumer

  6. A Simple Exercise • Consider the three brand personalities most often associated with food and beverages • Excitement (Fun), Sincerity (Honest), and Sophistication (Glamorous) • Table 1: Here we ask you to tell us what personality best matches the various food categories listed. • Table 2: Here we ask you to think about a specific category, apples, and tell us which personality best describes each variety listed.

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