Assignment 1: Brand Personification

Assignment 1

set: 24 October 2016         due: 3 November 2016

Read the following papers:

Naresh, S., 2012, Do Brand Personalities Make a Difference to Consumers?, The International Conference on Emerging Economies – Prospects and Challenges (ICEE-2012), 12-13 January 2012,  Volume 37, 2012, Pages 31-37

1-s2-0-s1877042812007513-main

Seimiene, E. and Kamarauskaite, E., 2014, Effect of Brand Elements on Brand Personality Perception, 19th International Scientific Conference “Economics and Management 2014 (ICEM-2014)”, Volume 156, 26 November 2014, Pages 429-434

 

Select a brand that is important in your own country, and analyse it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

Type up your answer in a word processor, and then copy and paste to the comments section below. Remember to add your name and student number, and department.

 

 

 

 

 

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32 thoughts on “Assignment 1: Brand Personification

  1. Mujahid says:

    Name.Mujahid Mughal
    Student #.20144157
    Department.Hotel management and Tourism
    Brand Name.Junaid Jamshed
    Junaid Jamshed

    From its inception in 2000, J.J has grown to be one of the leading fashion brands in traditional Pakistani fashion wear. People’s choice of clothes is a statement about themselves, their values and identity. However, in the case of Pakistan’s clothing industry, the value curves of most of players are virtually identical. So the real challenge for a fashion house is to remodel the market boundaries and break away from the competition. Many run-of-the-mill fashion houses perceive consumers as passive recipients of their brand message. This does not make sense in the context of a complex business environment where brands need to evolve in response to changing consumer perception. J. was quick to realise this when they coined their tagline ‘Soully East’ last year to emphasise their tilt towards eastern values. This has helped the company to design creative marketing campaigns (they have a policy of not showing faces on their billboard advertisements). Most of their advertisements depict designs of their prints superimposed on other objects such as yachts, vintage cars and flowers.
     Jamshed is not the Richard Branson of Pakistan but his personality traits have strongly influenced the J.’s brand personality. Until now, the brand has thrived not because of his charisma but because of an inherent strong business model and a unique branding strategy which is difficult to imitate. Fashion branding is all about multimillion-dollar budgets, celebrity endorsements and creating media hype – however it also involves telling a compelling story.

    According to brand personality dimention our brand fits its 4th row SUPHISTICATION.
     The main purpose behind the Junaid’s brand is to reintroduce traditional clothes especially qameez shalwar for men. Initially it was the brand of men’s collection but it has started to introduce women collection. The collection of men’s wear at J stores includes the J.kurta bunnat, qameez shalwar, waistcoat, unstitched fabric, sherwani, turban, khussa and other accessories for the groom and shoes, while women’s collection includes kurti collection, lawn (stitched & unstitched) silk collection, hand woven collection, nearing, trousers, jewellery, stoles and shoes. This brand has won the hearts of customers immediately after introducing in fashion market.

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  2. SILA GÜRLER says:

    Sıla GÜRLER MASTER OF BUSİNESS ADMİNİSTRATİON.

    The personality of Milka is represented by its values, such as tenderness, peace,
    relaxation, authenticity, friendliness, joy and humour. The purple color and the cow
    point out these values in all campaigns and commercials. The purple cow represents
    the tenderness and joy that the chocolate gives to the consumer. Because of these
    characteristics, I think Milka belongs to the first class, which is Sincerity. It is
    honest to its customers, wholesome because of including cow milk, and makes the
    customers cheerful.

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    • SILA GÜRLER says:

      Sıla GÜRLER MASTER OF BUSİNESS ADMİNİSTRATİON.

      The personality of Milka is represented by its values, such as tenderness, peace,

      relaxation, authenticity, friendliness, joy and humour. The purple color and the cow

      point out these values in all campaigns and commercials. The purple cow represents

      the tenderness and joy that the chocolate gives to the consumer. Because of these

      characteristics, I think Milka belongs to the first class, which is Sincerity. It is

      honest to its customers, wholesome because of including cow milk, and makes the

      customers cheerful.

      Like

    • SILA GÜRLER says:

      Sıla GÜRLER MBA

      The personality of Milka is represented by its values, such as tenderness, peace,

      relaxation, authenticity, friendliness, joy and humour. The purple color and the cow

      point out these values in all campaigns and commercials. The purple cow represents

      the tenderness and joy that the chocolate gives to the consumer. Because of these

      characteristics, I think Milka belongs to the first class, which is Sincerity. It is

      honest to its customers, wholesome because of including cow milk, and makes the

      customers cheerful.

      Like

  3. Mehmet Keskin says:

    NAME: Mehmet Keskin
    STUDENT NO: 20158155
    DEPARTMENT: Marketing
    BRAND NAME: Dove

    To begin with, brand personality is a framework that helps a company to build up the way its customers feel about its products, goods, and/or services; and the brand personality of a company reveals an emotional response in a specific consumer segment. Further, there are 5 main classes of brand personalities, which are Sincerity, Excitement, Competence, Sophistication and Ruggedness. Also, always keep in mind that customers are more likely to purchase a brand, if its personality is similar to their own personalities.

    As everybody knows the toiletry brand “Dove”, it now became more than a white soap. In my opinion, Dove chooses “Sincerity” as its brand personality, due to its properties like wholesomeness, honesty, ethics, simplicity, friendliness and purity. These allow the company to attract feminine consumers.

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  4. Rueben Chidzonga :Student number. 20166634:Department. Marketing says:

    Name: Rueben Chidzonga Student# : 20166634 Department: Marketing
    Brand Name: Jaguar Land Rover

    To start with, brand personification is the attribution of a personal nature or human characteristics to something non-human, or the representation of an abstract quality in human form. There are many reasons for using personification. It can be used as a method of describing something so that others can understand or can be used to emphasize a point. In this case a brand of choice is Jaguar Land Rover in Zimbabwe.
    Because brands are more than just a logo or a name, getting precisely to what people can understand by brand can be difficult. So by this, a common technique of understanding the brand is through brand personification that is imagining that the brands is a person or an animation and try to describe it in terms of that. In this case we can then try to determine the brand encompassing various distinct areas. In this manner the Jaguar Land rover brand should be a purveyor of a functional benefit. Because the jaguar is reliable and also represents successful we can claim that at some level, this brand delivers some form of functional value to the purchaser and because it is competent enough, it depicts itself in terms of functionality that it can last or survive in the long run because of its durability.
    The brand also has to represent an emotional benefit to the purchaser. In this context the Jaguar Land Rover is luxurious as seen by its top of the range automobiles the latest X types and the Discovery Land and Range rovers. To capture this emotional benefit in words, the brand can be described as having a personality for example the Jaguar Land Rover brand is upmarket, upper class and provides a decent charm.
    A brand should also provide an essence of energy in it. If a brand does not contain an element of energy, it will not succeed in this today’s environment. A brand personality is a good way to introduce energy in a vision. In this case the strong personality characterized by the Jaguar Land Rover brand can provide energy by adding involvement and interest to the purchaser just like the jaguar an animal in the forest is well known for its athleticism and too powerful therefore bringing the idea of the energy contained within this type of brand.
    On the brand personality framework i think the Jaguar Land Rover fit on the sophistication part because it symbolises upper class and has charm on it.The reason why it fits in that part is because the jaguar/land rover has various attributes that makes it fit in for instance it is expensive to purchase like the recent XJ and XF models also including the Discovery land and range rovers. By being expensive it resembles the essence of being in the upper class zone thereby increase the prestige within an individual that has this type of top range car. Also this brand represents value in it in such a way that it represent high performance with the introduction of hybrid engines the v6, v8 and v12 that are expensive and also has high safety and are prestigious and is well ushered by their motto “Jaguar.The art of performance”. By being well built like a jaguar’s stature in the forest and well engineered it then represents the charm on it because of the durability on this brand and therefore represents the the status of being the high prestige automobile. With its well established brand it fits on the sophistication part because it determines the kind of consumer who buys and uses the products like the show off types of individuals those who loves prestige in a community.
    The Jaguar/Land rover also fits on the ruggedness part of the personality brand framework. By introducing the top range range SUV’s that can travel off road in rugged terrains points to the fact why it fits there. Just like a jaguar dominating its territory in the forest these SUV’s can travel anywhere and anyhow because of their durability and well built stature like the Discovery Range and Land rovers thereby fitting in on being an outdoor and tough kind of brand and also compensate their motto “Unleash a jaguar” and “Land rover.Go beyond”.When something is said to be unleashed it means it becomes vicious and unstoppable and when its said to go beyond it means it can go to the extremes beyond the normal parameters thereby compensating the fact that this brand is so tough and outdoor and can go beyond more than what meets the eye.

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  5. Rueben Chidzonga says:

    Name: Rueben Chidzonga Student# : 20166634 Department: Marketing
    Brand Name: Jaguar Land Rover

    To start with, brand personification is the attribution of a personal nature or human characteristics to something non-human, or the representation of an abstract quality in human form. There are many reasons for using personification. It can be used as a method of describing something so that others can understand or can be used to emphasize a point. In this case a brand of choice is Jaguar Land Rover in Zimbabwe.
    Because brands are more than just a logo or a name, getting precisely to what people can understand by brand can be difficult. So by this, a common technique of understanding the brand is through brand personification that is imagining that the brands is a person or an animation and try to describe it in terms of that. In this case we can then try to determine the brand encompassing various distinct areas. In this manner the Jaguar Land rover brand should be a purveyor of a functional benefit. Because the jaguar is reliable and also represents successful, we can claim that at some level this brand delivers some form of functional value to the purchaser and because it is competent enough, it depicts itself in terms of functionality that it can last or survive in the long run because of its durability.
    The brand also has to represent an emotional benefit to the purchaser. In this context the Jaguar Land Rover is luxurious as seen by its top of the range automobiles the latest X types and the Discovery Land and Range rovers. To capture this emotional benefit in words, the brand can be described as having a personality for example the Jaguar Land Rover brand is upmarket, upper class and provides a decent charm.
    A brand should also provide an essence of energy in it. If a brand does not contain an element of energy, it will not succeed in this today’s environment. A brand personality is a good way to introduce energy in a vision. In this case the strong personality characterised by the Jaguar Land Rover brand can provide energy by adding involvement and interest to the purchaser just like the jaguar an animal in the forest is well known for its athleticism and powerfulness therefore bringing the idea of the energy contained within this type of brand.
    On the brand personality framework i think the Jaguar Land Rover fit on the sophistication part because it symbolises upper class and has charm on it.The reason why it fits in that part is because the jaguar/land rover has various attributes that makes it fit in for instance it is expensive to purchase like the recent XJ and XF models also including the Discovery land and range rovers. By being expensive it resembles the essence of being in the upper class zone thereby increase the prestige within an individual that has this type of top range car. Also this brand represents value in it in such a way that it represent high performance with the introduction of hybrid engines the v6, v8 and v12 that are expensive and also has high safety and are prestigious and is well ushered by their motto “Jaguar.The art of performance”. By being well built like a jaguar’s stature in the forest and well engineered it then represents the charm on it because of the durability on this brand and therefore represents the the status of being the high prestige automobile. With its well established brand it fits on the sophistication part because it determines the kind of consumer who buys and uses the products like the show off types of individuals those who loves prestige in a community.
    The Jaguar/Land rover also fits on the ruggedness part of the personality brand framework. By introducing the top range range SUV’s that can travel off road in rugged terrains points to the fact why it fits there. Just like a jaguar dominating its territory in the forest these SUV’s can travel anywhere and anyhow because of their durability and well built stature like the Discovery Range and Land rovers thereby fitting in on being an outdoor and tough kind of brand and also compensate their motto “Unleash a jaguar” and “Land rover.Go beyond”.When something is said to be unleashed it means it becomes vicious and unstoppable and when its said to go beyond it means it can go to the extremes beyond the normal parameters thereby compensating the fact that this brand is so tough and outdoor and can go beyond more than what meets the eye.

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  6. NEWLEE MABANDI 20155654 MBA says:

    NEWLEE MABANDI 20155654 MBA CONSUMER BEHAVIOUR MARK518
    Brand personification can be defined as a projection technique that ask people to think about brands as if they were people and to describe how brands would think and feel.
    Bata Zimbabwe is a brand which first made sales in 1931 after an office was opened in Bulawayo, the country’s commercial headquarter. Canvas shoes were mainly imported from Bata India and sold in the region, and as expected, the business turned out to be a huge success.
    In 1937 the company moved to the central province in a small town called Gweru to commence commercial production. Later in 1943, Bata Zimbabwe settled in its current 105 hectares, where it built a large tannery, leather and canvas factory. The factory was built to produce stitch down, cemented leather shoes and vulcanized canvas shoes. Due to availability of good grade raw hides in the region, the tannery was able to produce very high quality leather.
    The shoe manufacturing brand in Zimbabwe has been operating at full capacity since the building of the factory and can be personified as a kindly 50 year old father figure who carries attributes which include maturity, reliable and comfort. The way customers believe in the Brand has helped Bata to endure the economic crisis as there have never been a huge drop in its sales particularly in the year 2008 where many corporations closed down.
    A relationship has been established between customers and the Brand as clients believe in their shoes to be comfortable, reliable, dependable and affordable.
    The brand Bata in the Brand Personality Framework fits on competence as the brand has been successful over the years also enduring the most economic hardships that have seen other manufacturing companies close down. The brand has proved to be reliable to its clients by producing quality shoes for all age groups and classes which include formal, casual, school and safety shoes at reasonable prices. The brand has also shown intelligence by introducing a set of new shoes in their production to cater for farmers thereby producing farmer shoes. Intelligence has also been proved by the timely discounts they give to customers to avoid shoes being absolute. Bata has also made their shoe available nationwide by opening shops in all main towns in the country which is a marketing strategy which shows intelligence.

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  7. CORNELIUS MARADZA says:

    NAME: CORNELIUS MARADZA
    DEPARTMENT: MARKETING MASTER
    STUDENT NUMBER: 20158049
    MARK 518: ASSIGNMENT 1
    COMPANY: Edgars Zimbabwe
    Edgars brand was incorporated and domiciled in Zimbabwe. Their core business is the retailing of clothing, footwear, textiles and accessories. The brand provides quality, fashion and convenient shopping at competitive prices to the whole family in the middle to upper-income groups. Their pleasant, convenient stores offer our customers a superior shopping experience.
    Edgars stores offer pleasant, economical shopping environments, laid out for self service; with assisted service available if needed. The personality the brand carries acts as a vehicle that expresses functional benefits of itself. The personality serves as an information chunk for functional benefits of Edgars products. Such information chunk plays a greater role in consumer purchasing decision.
    The brand carries a symbolic meaning that differentiates itself from competitors and establishes a connection with its consumers. Consumers use brand as a form of communication to express oneself. The brand is friendly, trustworthy and reliable. Customers feel that the brand think about them.
    In brand personality framework Edgars brand fits on Competence. The brand is very reliable in terms of quality, fashion and convenient shopping at competitive prices to the whole family in the middle to upper-income groups. Their stores offer pleasant, economical shopping environments, laid out for self service; with assisted service available if needed, this makes the brand successful. It is also socially intelligent. They are making use of current social media tools like Instagram, Facebook, Snap chats etc to connect customers. Both employees and brand users are happy with brand performance. This means the brand is successful.

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  8. dearlord says:

    LENA P CHITSA
    20158188
    T.H.M

    QUESTION
    Select a brand that is important in your own country, and analyse it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

    PERFECTION SOAP
    https://www.youtube.com/attribution_link?a=cT-A9jY7zII&u=%2Fwatch%3Fv%3DCjDFQIBDkTQ%26feature%3Dshare

    In terms of brand personification Perfection used a group of people who really appreciate the working power of the soap and everyone wanting to use it. Be it washing or bathing it shows that it fits everywhere. The man in the advert ends up buying a bar of soap for everyone so that they won’t steal his. In the first place the choice of the people in the advert draws attention because the man is a Zimbabwean comedian.
    On the Brand personality framework i would say it falls under two categories sincerity and competent
    It is a down to earth product and honest to its purpose. It is not choosey because you can use it to wash dishes and clothes as well as bath hence a multipurpose brand. This draws customers to buy it more because they would really want to see how possible it could be for one type of soap to serve many purposes. It is also affordable as shown in the advert because a simple man in the rural areas could afford to buy for many people. It shows that the soap is special in a way because that man again went to the extremes just to make sure he keeps people from stealing his soap.
    It is again in many ways reliable you can find it in any shop anywhere and intelligent because people got the message clearly on how the perfection bar works even to the extent of washing as much clothes as the big washing basin in the advert can carry .

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  9. TALENT CHINYANI says:

    NAME: TALENT CHINYANI
    STUDENT NUMBER: 20158320
    COURSE: MARK518
    DEPARTMENT: TOURISM
    BRAND PERSONIFICATION
    Branding is more than just giving a brand name, a logo, however branding is a vital way to succeed in the market as it enhances the actual experience of the product and thereby adding value to it. Understanding what the consumers think about the brand can be difficult and considering brand personification can be a constructive marketing strategy. Brand personification is defined as a technique that identifies a brand as a person, something that has words and images which is expressive of what the brand is about.
    “AUNTY SALLY” is a Zimbabwean entrepreneur’s brand, which is still new in the market, with approximately 3 years of existence. Their product line includes all house cleaning detergents from toilet cleaner, kitchen counter and oven cleaner, dish washing liquids etc. They also have another food product line with jam and marmalade spread, peanut butter, tined beans and mineral water, they have recently extended their product line by introducing hair shampoo, body lotion, and shower gels for women. Aunty Sally’s brand is mostly targeted at females between the ages of 25-50; selling quality products whose prices are low and affordable for all social classes.
    Analyzing Aunty Sally brand in terms of brand personification, this brand is personified as a kind and mature, reliable, trustworthy, dependable, effective etc. From this given perception of the brand, it has helped the brand to gain a strong competitive ground in the market place. They concentrated more on differentiating themselves from other brands by focusing extensively on relationship building through softening their brand and giving it an emotional identity whereby the consumers attributed human traits to it and view the brand more like a person and thereby creating an attachment or a relationship between the consumers and the brand. Aunty Sally Brand has been personified positively by the consumers which has guaranteed it more favorable consumers and increased customer loyalty.
    Brand personality framework.
    There are five core dimensions of brand personality which are sincerity, excitement, Competence, sophistication, ruggedness. Aunty Sally brand therefore fits into the competency frame with attributes of reliability, successful, intelligence, responsible, dependable, and efficient. This brand has been considered to be very reliable by its consumers as it has managed to maintain a certain level of consistency in their product’s effectiveness. This is a new brand in the market with 3 years of existence and they have successfully position their brand well in the market and attract the right and beneficial market segment. The intelligence of this brand is shown through the strategies they have in cooperated i.e. brand personification which has enabled the brand to become more emotionally attached to its consumers thereby guaranteeing a chain of loyal customers. Aunty Sally has proved to be a brand that has maintained efficiency throughout its existence for they have managed to maintain a high standard of quality products and have become more innovative through the extension of their product line which did exceed their customer expectations.

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  10. trusttakue says:

    NAME GUMUNYU TRUST TAKUDZWA
    STUDENT NUMBER 20165791
    DEPARTMENT TOURISM AND HOTEL MANAGEMENT
    COURSE CONSUMER BEHAVIOUR
    BRAND NAME LION LAGER BRAND

    ANALYSIS OF THE LION LAGER BRAND
    Zimbabwe is a third world country and despite the fact that the majority of the people live under the poverty datum line, most people spend much of their money on alcohol. This has resulted in the beer manufacturing industry becoming a major and highly profitable industry. However since its profitable, many firms are entering the industry resulting in it being very competitive. In such a competitive environment firms adhere to aggressive means of survival in this fast growing industry.

    The LION LAGER BRAND chose its name to portray its dominance over other local brands since in Africa the lion is referred to as the KING OF THE JUNGLE. This has resulted in most Zimbabweans preferring to drink Lion Lager compared to its competitors for example Chibuku breweries, Bollingers lager, Castle lager, Ingwebu breweries and many others. The Lion Lager Brand also had an advertising slot on the Zimbabwean television channel (Ztv) whereby it used Cecil (a Zimbabwean lion which was one of the most famous lions in the world) to market its beer. The advert was done also as a tribute to Cecil the Lion since it had passed on. It showed bar patrons downing beer and then later roaring loudly and there were written words which read “we are all sad that Cecil has gone, but his roar lives on.”

    The lion lager brand is trying to create a superiority image in the eyes of the consumers such that the consumers will see the brand as the best resulting in the consumers wanting to be associated with the brand. The brand also uses lion mascots when advertising.We may formally define the lion mascot as a recognizable and distinctive personified character, exclusively associated with the brand, who, supported by the brand’s messaging, and not necessarily by the mascot’s own verbalizations, is positioned to generate goodwill as well as positive imagery, thoughts, and feelings toward the brand.

    WHERE IT FITS ON THE BRAND PERSONIFICATION FRAMEWORK
    Jennifer Aaker developed a framework for measuring brand personality with five core dimensions of brand personality, each divided into a set of facets. The five core dimensions and their facets are
    Sincerity
    Excitement
    Competence
    Sophistication
    Ruggedness
    From the above dimensions it is however clear that the Lion Lager Brand falls into two dimensions and these are the excitement and the ruggedness dimension. Below are the reasons:

    Excitement (daring, spirited, imaginative, up to date)
    The lion lager brand is daring and spirited since to dare refers to having the necessary courage or boldness for something and to be spirited refers to being energetic. The brand is courageous enough to enter new markets since its spreading all over Southern Africa. Therefore from this context the Lion Lager brand gives courage, boldness and vigor to its consumers resulting in consumers preferring this brand.
    In addition this brand also falls under excitement because it is imaginative and up to date. A lion is regarded as the King of the Jungle therefore it is dominant over other animals. The Lion Lager Brand adopted the same principle as its packaging comprises of a lion with a king`s crown showing its dominance over other brands. The consumers of the lion lager will create an image of themselves being superior and special since they will regard themselves as part of the pride. Furthermore the brand is always up to date as it always tries to keep up with the current events and market traits therefore it always satisfy its consumers since it uses a catch phrase titled “down a lion feel satisfied.”

    Ruggedness (outdoorsy, tough)
    The lion lager brand is also outdoorsy and tough. A lion is associated with masculinity, boldness, fond of the outside environment since it lives in the jungle and toughness so the brand is trying to associate itself with these traits or facets. The brand usually sponsors outdoor activities like mountain climbing. Its advertisements usually show people in safari areas exploring nature whilst downing a lion lager beer. Consumers will choose this brand since they want to acquire these traits. For example consumers will have a perception that if one drinks lion lager he or she will be fearless, powerful, adventurous and also very confident.

    In conclusion in Zimbabwe and some parts of Southern Africa, the Lion Lager Brand due to the effective application of the brand personification and the brand personality concepts, it now has a competitive advantage over its rivals. It is proving to be dominant over rival beer brewing companies resulting in the brand having a large market share.

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  11. Ronald Tapiwa Chikudo says:

    NAME ; RONALD TAPIWA CHIKUDO
    STUDENT NUMBER ; 20160477
    Mr Protector is an important brand in the condom manufacturing and distributing sector of Zimbabwe. The name protector is used as a mark of assurance. It is a Private distributor brand established and owned by wholesalers and retailers to compete with a plethora of national brands.Mr protector is an old brand with standardised products. Zimbabwe is a victim of HIV/AIDS in the world which is a result of social and economic instability in the last decade; however in recent years HIV/AIDS prevalence decreased as a result of increase in use of Mr Protector branded condoms and all thanks to brand personification which played an influential role in buyer decisions.
    Brands are more than just a name and a logo, getting to precisely what people understand by a brand can be difficult. One of every common technique for assessing a brand is known as personification- imagining the brand is a person and then trying to describe that person. Brand personification has played an important role for Mr Protector as a safe and reliable brand. Today there is proliferation of brands in the condom market, brands of varying flavours, texture and the like however this brand awake interest in the consumer on the basis of the personalities it holds. In recent surveys because of Mr Protector branded condoms brand equity has been positively correlated with willingness to pay, former users have resumed to use condoms and free users willing to pay. Zimbabwean men have highly positive brand perceptions of Mr Protector Brand.
    Brand personification answers questions like if the brand were a person what type of a person it would be. The word Mr indicates the product is masculine and as a brand it has personified with an image of a strong six packed man holding a condom in his hand and this in itself answers the question if the brand where a person what type of a person would it be ,and its definitely a strong healthy man which is the wish of every living man. This image implies that the use of the branded condoms results in healthy and strong man free from the pandemics of HIV/AIDS. The image of the strong man have created multiple positive meanings and cues and have made the product appears sexy. This brand personification has made marketing of the brand easier through words of mouth by its users because it is easier to talk about something people have images and words for such as people.
    Popular Old celebrity musicians like Oliver Mutukudzi have been brand ambassadors for Mr protector, and such use of celebrity endorsements is important as a mark of assurance and it adds up to the emotional value of the brand as they actually point out that they have come of age and have survived from HIV/AIDS pandemic through the use of Mr protector branded condoms. This has motivated especially young men who aspire to live an aids free life and possibly their life time increased to use this brand.
    Mr Protector as a successful brand fits on both competence and excitement stage of the brand personality framework because it has focused on both functional and emotional benefits as a counter measure against competitive alternative products. To convey emotional content, the brand used the right symbols and imagery this is because humans are very sensitive to subconscious cues in what they see to interpret the world around them. The brand quite well fits on the competence stage because of its reliability as durable, strong, people have assurance that the branded condoms do not break during sex,and they are readily available in almost all accessible outlets near its users.
    Mr protector branded condoms fits rightfully on both competence and excitement stages because of its emotional benefits that somebody is safe, the sensational pleasure it gives, the branded condoms do not smell like latex, different flavours and colours, desired thickness and sufficient lubrication.Mr protector brand has gained foothold in the market because it is important to sell customers something that satisfies not only their physical needs but also their emotional needs.

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  12. sandiewashe says:

    NAME: SANDRA MATOPE
    STUDENT NUMBER: 20165454
    DEPARTMENT: TOURISM AND HOTEL MANAGEMENT
    BRAND NAME: CHICKEN INN
    For many people a brand is such an ethereal concept it can be hard to pin down the defining make-up of the brand. The most common technique for eliciting the composition of the brand is personification. Brand personification can be described in simpler terms as the idea of associating human or personality characteristics to a brand, as means of differentiation and positioning. It is often far easier to talk about something we have words and images for, such as people or cars, so by describing the brand as a person or a fictitious character, it is easier to articulate what the brand is about.
    With interest in Zimbabwe’s fast food sector reaching fever pitch level as international franchises such as KFC or Mugg and Bean battle for cash strapped customers local outlets like Chicken Inn had to up their marketing game. For the past decades Chicken Inn had been dominating the sector facing competition from Nando’s before other outlets such as Chicken Slice surfaced. As a result it has been using brand personification to ward off stiff competition by use of a chicken character from their logo.
    This character facilitates brand choice by enabling customers to match the personality of the brand Chicken Inn and the services it offers and helps build and maintain a good customer relationship The character representatives of the brand allow a direct interaction between company and customers, that strengthens the relationship by influencing the effects of brand communication and information flow.
    The brand personality framework
    The brand personality scale most widely used to-date was developed by Jennifer Aaker (1997), who identified five possible dimensions or “sets of human characteristics associated with a brand”. This framework helps company in. Chicken inn falls under the competence category because it suits all of the characteristics which are explained below:
    Reliable: Chicken Inn is one of the most reliable food outlets in Zimbabwe with fast service also has competent and friendly staff. The food is positioned as a more affordable option than that of its competitors and the food is always good and they receive very few complaints from their customers because of the quality of services offered.
    Intelligent: The restaurants and packaging have upgraded and the menu is updated annually, they even upgraded their logo. Chicken inn products cater to the tastes of the local population. The brand also has humorous television commercials usually placed during prime time.
    Successful: Chicken Inn has been Zimbabwe’s favourite food outlet for decades and they have grown to be one of the largest food outlets with over 100 stores nationwide and more are opening. It has won various awards in the country hence making it successful.
    Connected with the ideas of brand personification and brand personality, a brand has and represents a certain set of values which affects consumer behaviour towards a certain product. In conclusion, brand personification is important as it gives a brand competitive advantage over other brands in the same sector.

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  13. trusttakue says:

    NAME GUMUNYU TRUST TAKUDZWA
    STUDENT NUMBER 20165791
    DEPARTMENT TOURISM AND HOTEL MANAGEMENT
    COURSE CONSUMER BEHAVIOUR
    BRAND NAME LION LAGER BRAND

    ANALYSIS OF THE LION LAGER BRAND
    Zimbabwe is a third world country and despite the fact that the majority of the people live under the poverty datum line, most people spend much of their money on alcohol. This has resulted in the beer manufacturing industry becoming a major and highly profitable industry. However since its profitable, many firms are entering the industry resulting in it being very competitive. In such a competitive environment firms adhere to aggressive means of survival in this fast growing industry.
    The LION LAGER BRAND chose its name to portray its dominance over other local brands since in Africa the lion is referred to as the KING OF THE JUNGLE. This has resulted in most Zimbabweans preferring to drink Lion Lager compared to its competitors for example Chibuku breweries, Bollingers lager, Castle lager, Ingwebu breweries and many others. The Lion Lager Brand also had an advertising slot on the Zimbabwean television channel (Ztv) whereby it used Cecil (a Zimbabwean lion which was one of the most famous lions in the world) to market its beer. The advert was done also as a tribute to Cecil the Lion since it had passed on. It showed bar patrons downing beer and then later roaring loudly and there were written words which read “we are all sad that Cecil has gone, but his roar lives on.”

    The lion lager brand is trying to create a superiority image in the eyes of the consumers such that the consumers will see the brand as the best resulting in the consumers wanting to be associated with the brand. The brand also uses lion mascots when advertising, we may formally define a mascot as recognizable and distinctive personified character, exclusively associated with the brand, who, supported by the brand’s messaging, and not necessarily by the mascot`s own verbalizations, is positioned to generate goodwill as well as positive imagery, thoughts, and feelings toward the brand.

    WHERE IT FITS ON THE BRAND PERSONALITY FRAMEWORK
    Jennifer Aaker developed a framework for measuring brand personality with five core dimensions of brand personality, each divided into a set of facets. The five core dimensions and their facets are
    Sincerity
    Excitement
    Competence
    Sophistication
    Ruggedness
    From the above dimensions it is however clear that the Lion Lager Brand falls into two dimensions and these are the excitement and the ruggedness dimension. Below are the reasons:

    Excitement (daring, spirited, imaginative, up to date)
    The lion lager brand is daring and spirited since to dare refers to having the necessary courage or boldness for something and to be spirited refers to being energetic. The brand is courageous enough to enter new markets since its spreading all over Southern Africa. Therefore from this context the Lion Lager brand gives courage, boldness and vigor to its consumers resulting in consumers preferring this brand.
    In addition this brand also falls under excitement because it is imaginative and up to date. A lion is regarded as the King of the Jungle therefore it is dominant over other animals. The Lion Lager Brand adopted the same principle as its packaging comprises of a lion with a king`s crown showing its dominance over other brands. The consumers of the lion lager will create an image of themselves being superior and special since they will regard themselves as part of the pride. Furthermore the brand is always up to date as it always tries to keep up with the current events and market traits therefore it always satisfy its consumers since it uses a catch phrase titled “down a lion feel satisfied.”

    Ruggedness (outdoorsy, tough)
    The lion lager brand is also outdoorsy and tough. A lion is associated with masculinity, boldness, fond of the outside environment since it lives in the jungle and toughness so the brand is trying to associate itself with these traits or facets. The brand usually sponsors outdoor activities like mountain climbing. Its advertisements usually show people in safari areas exploring nature whilst downing a lion lager beer. Consumers will choose this brand since they want to acquire these traits. For example consumers will have a perception that if one drinks lion lager he or she will be fearless, powerful, adventurous and also very confident.

    In conclusion in Zimbabwe and some parts of Southern Africa, the Lion Lager Brand due to the effective application of the brand personification and the brand personality concepts, it now has a competitive advantage over its rivals. It is proving to be dominant over rival beer brewing companies resulting in the brand having a large market share.

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  14. Sabina says:

    Assignment 1:Brand personality
    Name: Sabina Kwakye
    Number: 20165957
    Department of Marketing

    Brand is a name that promises value plus more anytime it is used. It is the position of the organization in the mind of the customer. Brand personality according to Aaeker,”brand personality is described as human characteristics that consumers associate with the brand”. The satisfaction that a customer gets after using your product or service determines the position you occupy in their minds. A brand can depict a logo,name,,image or perception of customers of what an organization can offer them that they may not get from other brands offering the same or similar products. There are rice major brand dimensions; sincerity, excitement, competence,sophistication and ruggedness.
    An effective brand continuously provides certain traits that a certain group of people enjoy and that’s exactly what “1family radio” does. It is an online radio, which focuses on Ghanaians in diaspora and the rest of the world. It makes you feel at home, 1F Radio has always been the home of variety music on radio. It broadcasts a variety of programmes, which includes: News, Sports, Documentaries, Interviews, and Entertainment Review. It serves listeners in and outside Ghana to give them a feel of Ghana by serving them soothing Ghanaian and foreign music,news which keeps listeners up to date and current. There are two way to tune in to 1F radio;you can listen to 1F Radio online by using your web browser to launch our online radio player, and you can also download tune-in app on google playstore and search for 1F radio. They use the “excitement brand personality” concept. Their target group is usually the youth,though most adults tune in too. Their programs are exciting, innovative and always leaves the listeners wanting more. They have jingles which are recordings of famous celebrities’ endorsement and other young and vibrant people who represent the desires,wants and to a large extent the characteristics of the target group. The Company’s logo also defines what they stand for. In colour psychology, orange is a color of adventure which inspires and creates enthusiasm. It is optimistic and sociable and suggests vibrant and fun and energy. Under the logo you find “your # 1 online radio”. This implies they are geared towards achieving,hence they are dynamic, innovative,always improving in the programs, looking for current songs and news, and other things that excites their listeners; and this is what the youth loves. As a result,their brand is gradually being positioned in the minds of their target group who in turn recommend the brand to others. This is the importance of branding “satisfying your target group, positioning yourself in their minds, leaving them always coming back and eventually, recommending your brands to others”.

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  15. Lincon Chirikuutsi says:

    NAME:LINCON CHIRIKUUTSI
    STUDENT No:20155656
    DEPARTMENT: MBA

    Aaker (1997, p.20) defines brand personality as the set of human characteristics associated with a brand. A brand personality is something to which the consumer or customer can relate. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains, in addition to its functional benefits. I will talk about Faithwear which is a very well-known brand in my country Zimbabwe owned by a clothing industry, Faithwear textiles Ltd.

    Faithwear is one of the leading clothing companies in Zimbabwe established in 1994. It has grown to be one of the biggest local producers of quality clothes around Zimbabwe and has extended its branches in South Africa, Zambia and Botswana. Faithwear has established its brand to be a conqueror in the market and labelling the brand with the title “conqueror”. The company labelled its brand so as to convey message to consumers about its brand. The term conqueror is a clear indication of how Faithwear tries to set a tone for its brand so as to attract potential buyers in the market.
    The clothing market in Zimbabwe has been congested by multinational companies over the past two decades and Faithwear has managed to break through by reporting high sales revenues over the past two decades. Faithwear has managed to attract the local market as its quality products continue to dominate the market and consumers are excited in promoting the local product in a market congested by foreign products. The conqueror personality can be tracked to some of the common traits on the brand personality framework because of a variety of reasons.
    The brand personality of Faithwear can be tracked to competence personality. This is so because the label “conqueror” tries to convey a message to customers that Faithwear products are above the rest. This is also evidenced by the dominance in the market over the past two decades by Faithwear in the clothing industry. This shows that it Faithwear has been the market leader of the clothing industry over the past two decades and has managed to compete with other powerful forces in the market.
    Also we can also track its personality to competence because Faithwear has also increased its distribution channels. It has also opened branches outside Zimbabwe which are also doing very well in the markets outside. More distribution channels across the country and also outside the country is a clear indication of the company’s growth and competitive age. Furthermore Faithwear has increased its sales over the past two decade showing that they are growing well within the market as they continue to be conquerors.
    Faithwear clothes are proved to be reliable because of the quality that they possess. The company most emphasises value analysis and this helps them produce quality products at less costs. The material is durable and the company has had very few complaints from customers concerning their products. Credit has always been given to the Clothing Company and it has grown to be very reliable within the market. Because of this, it can be seen that its personality can be tracked to competence according to the brand personality framework.

    In conclusion, we see that from a market congested by foreign companies and foreign products, Faithwear has managed to promote its brand by means of personification so as to try and capture the market. The label “conqueror” has proved to be the turning point as Faithwear are dominating the clothing industry in Zimbabwe. Their competence personality keeps them aware of potential threats in the market and therefore enhances the success of the business.

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    • SUBMISSION BVUNZAWABAYA says:

      NAME : SUBMISSION BVUNZAWABAYA
      STUDENT NUMBER : 20155784
      ASSIGNMENT NO : 1
      COURSE : MAN518

      Select a brand that is important in your own country, and analyse it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

      CASE STUDY; CHIBUKU – Hari Yemadzisahwira

      Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. Chibuku, a market leader in the sorghum beer category is a traditional opaque beer brewed with the finest maize and sorghum locally grown in Zimbabwe. To accompany the logo of the brand is a popular phrase “a pot for friends” to which the customers can relate to in that in Zimbabwe where relations are valued and shared over drink people tend to fall prey to this brand.

      In a country like Zimbabwe where there is hyperinflation it is crucial to have an effective brand as it increases brand equity by having a consistent set of traits that a specific consumer segment enjoys. Chibukus personification is that of friendship hence where people meet to socialize bottles of Chibuku are found for enjoyment and pleasure thus sales revenues are high as people fall for this beer as compared to other beers available.

      The personality of Chibuku is that of sincerity. It is down to earth in that everyone can afford it from low class through middle class and also the elite. The adverts are cheerful and wholesome and people relate to them always. They depict people meeting after work to share this beer and drinking from the same bottle (pot) as friends.

      Yet another personality is that of excitement. The brand is imaginative in that Chibuku brewing process uses yeast top fermentation which continues after packaging due to presence of yeast in the beer. It is also up to date as it is available throughout the year.

      Chibuku can also fall under the personality of competence. It is reliable as the automated brewing and packaging equipment has brought about dramatic improvements in productivity and efficiencies Chibuku is now brewed across 14 breweries spread throughout Zimbabwe. It is successful in that it also maintains public relations by sponsoring the Chibuku Road to Fame musical showcase whose main objective is to afford young aspiring musicians to interact with established musicians as well as assist musicians record their own work thus contributing to the development of the music industry in the country

      Brand personification is a framework that helps a company or organization shape the way people feel about its product. Chibukus brand personality has stimulated an emotional response in a specific consumer segment with the objective of inciting positive actions that benefited the firm with huge profits.

      Like

  16. Lardmore says:

    Name : Lardmore Chitange
    Student Number : 20166916
    Program : MSc in Tourism and Hotel Management
    Course : Consumer Behaviour
    Assignment 1 : Brand Personification
    Question: Select a brand that is important in your own country. Analyse it in terms of brand personification. Where does it fit on the brand personality framework with your reasons?
    Answer
    Brand name “PokelloPinkBottoms” for fashion and shoes design.

    ADDICTED2SHOES is a luxury designer footwear company in 2011, owned by a celebrity called Pokello Nare. The owner of this luxury designer footwear company has such an addiction for shoes that she owns an astounding 200+ pair. The former BIG Brother Africa (BBA) 8 housemate whose love for shoes is known across Africa said she had always dreamt of having her own hoe line. It is from this “Addiction” that luxury designer shoe Empire was born. The company stock’s luxury designer shoes imported from all over the world as well as their own Brand of “PokelloPinkBottoms”.
    “PokelloPinkBottoms” personality brand have many collections of designs which caters for all customers namely “The Housemates” the title was derived after her fellow female Housemates from the reality show that made her a household name Big Brother Africa Season 8.
    The second collection is called “Size Me Up” it comes in two colors; a subtle yellow and pure white symbolized with a distinctive Tapemeasure ankle strap. It incorporate Fashion Designing and Shoe Designing.
    The third collection is named “Spell My Name” this conspicuous design as her stamp into the world of “Shoe Designing”. With its formidable trademark embellished on the ankle strap, the name POKELLO imprinted in gold and standing boldly is arguably the most daring and profound aspect of her entry into the competitive industry.

    The picture shows how the personality brand name POKELLO imprinted in gold on the shoes.

    The lass who is famous for her love of bright pink lipstick included the signature eye catching aspect of her brand. The neon pink under of the shoes is definitely the selling point of the personal brand name “PokelloPinkBottoms”.

    The picture bellows shows the Tapemeasure shoes design.

    The picture above shows Pokello Nare advertising “PokelloPinkBottoms” brand Fashion design and Shoes design
    Brand personality framework
    “PokelloPinkBottoms” personification brand will fits well on the sophistication category on the brand personality framework. The brand fits well in that category because of the following reasons:
    The attributes represented by this personality brand are upper-class, charming, poise, romantic, refined, and elegant.
    Most of the feminine brands fits under sophistication category because of the product attributes especially the attractive design and nature. The personality of this brand is influenced by the outstanding design of the shoes, the advertisement and the brand logo as well as the brand name. Pokello is an interesting woman, looking at her character at the Big Brother Season 8. “PokelloPinkBottoms” is a story telling at its best, showing her character in designing that alone reflect a brand hero that will truly live on the market.
    The brand use young people in advertising like Pokello Nare. Moreover, that brand tend to be very active, energetic, fun-loving personality and sophisticated fashion and shoes design
    The brand is of an upper class dimension because of the package with letters and words which are bold and large and the brand is more stylish.
    The “PokelloPinkBottoms” personality brand is a charming brand because of the appealing and romantic design.
    Celebrities are used in brands advertising to show specific characters and personal features, create needed brand personalities. Furthermore, advertising with celebrities for younger people attracts attention, matches consumers’ and brands’ personality and increase sales. To add a feather on the cap, Pokello Nare personalize the brand by using her name as a brand name for product differentiation.
    In addition, the first collection of shoes were named after 10 female housemates from Big Brother Africa edition 8. A gold shoe was referred to as Dillish Gold, red Ria Rogue (Maria), pink Koki Pink (Koketso), mint Kessy Mint (Feza), white Cleo Ice (Cleo), nude Nude Monroe (Huddah), beige Motamma Malt (Motamma), Orange Tropical Selly (Selly) and yellow AnnaBanana (Annabel). She created a brand personification for most of the celebrities in the BBA 8 for market differentiation and it gives a romantic presentation and a charming experience in the mind of a customer.
    http://pokellopinkbottoms.com/product/dark-blue-2/

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  17. abong Joel says:

    ASSIGNEMENT 1 MARK518
    BRAND PERSONIFICATION
    ABONG JOEL ABAH
    Marketing department
    NO: 20146927

    1) Do brand personification make a difference to consumers?
    2) Select a brand that is important in your own country and analyze it in terms of brand personification.
    3) Where does it fit on the brand personality framework with your reasons
    ANSWERS:
    1).Yes brand personalities do make a difference to consumers. This is so because no two consumers have the same perception (image) in the set of human characteristics associated with a brand as defined brand personality by Aaker1997. Brand personality makes a difference in that;
    Taking the case of safeguard soup used in the second section,
    – It helps in creating a set of unique and favourable association in the consumer memory.
    – It helps suggest the brand easily and memorable to consumers.
    – Brand personality helps suggest brand by consumers to others such as friends, party companion etc.
    – Brands personalities makes a different in that it compel the marketers to make products which are customized and suit the tastes of each and every one (consumers), thereby making them to see and have reasons to go for an individual version (demand ) whatever is offered.
    2) My selected brand is safeguard soap

    Commander safeguard is an animated superhero developed by the Pakistani advertising agency IAL SAATCHI and Saatchi. The character is popular in Cameroon because kids loves it very much. Not only do they like watching this cartoon, but turn to go for items that do carry the commander image. Due to the popularity nature of this commander safeguard cartoon, many kids loves it and as such it has been translated into personalizing product such as safeguard soap. Being on the package, it create the impression to kids that safeguard commander will protect them once they bath with safeguard soap.

    3) Brand personality framework

    It fit on the first column (Sincerity) as on the brand personality framework because:
    – It’s actually represents what is written about the product tender, last longer (does not easily melt once used), antibiotic (prevent germs).
    – The personality of safeguard soap is sincere that its family oriented as stated by one of the customer “safeguard soap is what I buy for my family”. Since my kids are boys they are very playful. Safeguard protects them from germs that causes body odor.
    – Down to earth easily available in most super markets and very affordable, it also has a fresh and clean smell to it that I also like most.
    – Cheerful because it can be used by the whole family since it is highly friendly.
    – Honesty because safeguard is a real example of all round skin protection, does not easily melt and as such has been recommended by Philippine association of material technologist.

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  18. submission bvunzawabaya says:

    ASSIGNMENT 1 MAN518
    SUBMISSION BVUNZAWABAYA 20155784
    Select a brand that is important in your own country, and analyse it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?
    CASE STUDY; CHIBUKU – Hari Yemadzisahwira
    Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. Chibuku, a market leader in the sorghum beer category is a traditional opaque beer brewed with the finest maize and sorghum locally grown in Zimbabwe. To accompany the logo of the brand is a popular phrase “a pot for friends” to which the customers can relate to in that in Zimbabwe where relations are valued and shared over drink people tend to fall prey to this brand.
    In a country like Zimbabwe where there is hyperinflation it is crucial to have an effective brand as it increases brand equity by having a consistent set of traits that a specific consumer segment enjoys. Chibukus personification is that of friendship hence where people meet to socialize bottles of Chibuku are found for enjoyment and pleasure thus sales revenues are high as people fall for this beer as compared to other beers available.

    The personality of Chibuku is that of sincerity. It is down to earth in that everyone can afford it from low class through middle class and also the elite. The adverts are cheerful and wholesome and people relate to them always. They depict people meeting after work to share this beer and drinking from the same bottle (pot) as friends.

    Yet another personality is that of excitement. The brand is imaginative in that Chibuku brewing process uses yeast top fermentation which continues after packaging due to presence of yeast in the beer. It is also up to date as it is available throughout the year.

    Chibuku can also fall under the personality of competence. It is reliable as the automated brewing and packaging equipment has brought about dramatic improvements in productivity and efficiencies Chibuku is now brewed across 14 breweries spread throughout Zimbabwe. It is successful in that it also maintains public relations by sponsoring the Chibuku Road to Fame musical showcase whose main objective is to afford young aspiring musicians to interact with established musicians as well as assist musicians record their own work thus contributing to the development of the music industry in the country
    Brand personification is a framework that helps a company or organization shape the way people feel about its product. Chibukus brand personality has stimulated an emotional response in a specific consumer segment with the objective of inciting positive actions that benefited the firm with huge profits.

    Like

  19. SUBMISSION BVUNZAWABAYA says:

    NAME ; SUBMISSION BVUNZAWABAYA
    STUDENT NUMBER 20155784
    ASSIGNMENT NO 1
    COURSE MAN518

    Select a brand that is important in your own country, and analyse it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

    CASE STUDY; CHIBUKU – Hari Yemadzisahwira

    Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. Chibuku, a market leader in the sorghum beer category is a traditional opaque beer brewed with the finest maize and sorghum locally grown in Zimbabwe. To accompany the logo of the brand is a popular phrase “a pot for friends” to which the customers can relate to in that in Zimbabwe where relations are valued and shared over drink people tend to fall prey to this brand.

    In a country like Zimbabwe where there is hyperinflation it is crucial to have an effective brand as it increases brand equity by having a consistent set of traits that a specific consumer segment enjoys. Chibukus personification is that of friendship hence where people meet to socialize bottles of Chibuku are found for enjoyment and pleasure thus sales revenues are high as people fall for this beer as compared to other beers available.

    The personality of Chibuku is that of sincerity. It is down to earth in that everyone can afford it from low class through middle class and also the elite. The adverts are cheerful and wholesome and people relate to them always. They depict people meeting after work to share this beer and drinking from the same bottle (pot) as friends.

    Yet another personality is that of excitement. The brand is imaginative in that Chibuku brewing process uses yeast top fermentation which continues after packaging due to presence of yeast in the beer. It is also up to date as it is available throughout the year.

    Chibuku can also fall under the personality of competence. It is reliable as the automated brewing and packaging equipment has brought about dramatic improvements in productivity and efficiencies Chibuku is now brewed across 14 breweries spread throughout Zimbabwe. It is successful in that it also maintains public relations by sponsoring the Chibuku Road to Fame musical showcase whose main objective is to afford young aspiring musicians to interact with established musicians as well as assist musicians record their own work thus contributing to the development of the music industry in the country

    Brand personification is a framework that helps a company or organization shape the way people feel about its product. Chibukus brand personality has stimulated an emotional response in a specific consumer segment with the objective of inciting positive actions that benefited the firm with huge profits.

    Like

  20. Shahzad Jamal says:

    Name: Shahzad Jamal
    Student ID: 20167271
    Depatment: Marketing
    Brand name: Mountain Dew (Product of Pepsi)

    The brand personality of Montain dew in Pakistan appears as the “Excitement” as the advertisement heavily contains the elements of thrill, excitement and dare. As Pepsi is targeting the Youth segment Worldwide and the Excitement element tends to be find more in youngsters. keeping that into account Mountain Dew ads are enriched with the feeling of excitement and pleasure. In their TVCs they mainly focuses that how you can actually get the drink after you perform the stunt and the thrilling task. Their tagline “Do the DEW” appears as the synonym for the thrilling tasks that ultimately gives you massive enthusiasm, motivation and eagerness.

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  21. SUBMISSION BVUNZAWABAYA says:

    NAME SUBMISSION BVUNZAWABAYA
    STUDENT NUMBER 20155784
    ASSIGNMENT NUMBER 1
    COURSE MAN518

    Select a brand that is important in your own country, and analyse it in terms of brand
    personification. Where does it fit on the brand personality framework, with your reasons?

    CASE STUDY; CHIBUKU – Hari Yemadzisahwira

    Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. Chibuku, a market leader in the sorghum beer category is a traditional opaque beer brewed with the finest maize and sorghum locally grown in Zimbabwe. To accompany the logo of the brand is a popular phrase “a pot for friends” to which the customers can relate to in that in Zimbabwe where relations are valued and shared over drink people tend to fall prey to this brand.

    In a country like Zimbabwe where there is hyperinflation it is crucial to have an effective brand as it increases brand equity by having a consistent set of traits that a specific consumer segment enjoys. Chibukus personification is that of friendship hence where people meet to socialize bottles of Chibuku are found for enjoyment and pleasure thus sales revenues are high as people fall for this beer as compared to other beers available.

    The personality of Chibuku is that of sincerity. It is down to earth in that everyone can afford it from low class through middle class and also the elite. The adverts are cheerful and wholesome and people relate to them always. They depict people meeting after work to share this beer and drinking from the same bottle (pot) as friends.

    Yet another personality is that of excitement. The brand is imaginative in that Chibuku brewing process uses yeast top fermentation which continues after packaging due to presence of yeast in the beer. It is also up to date as it is available throughout the year.

    Chibuku can also fall under the personality of competence. It is reliable as the automated brewing and packaging equipment has brought about dramatic improvements in productivity and efficiencies Chibuku is now brewed across 14 breweries spread throughout Zimbabwe. It is successful in that it also maintains public relations by sponsoring the Chibuku Road to Fame musical showcase whose main objective is to afford young aspiring musicians to interact with established musicians as well as assist musicians record their own work thus contributing to the development of the music industry in the country

    Brand personification is a framework that helps a company or organization shape the way people feel about its product. Chibukus brand personality has stimulated an emotional response in a specific consumer segment with the objective of inciting positive actions that benefited the firm with huge profits.

    Like

  22. THEODORAH JARIJARI says:

    NAME OF STUDENT: THEODORAH JARIJARI
    STUDENT NUMBER: 20158176
    PROGRAM: MSc TOURISM AND HOTEL MANAGEMENT
    COURSE: CONSUMER BEHAVIOUR
    LECTURER: DR KAREN HOWELL
    ASSIGNMENT 1: Select a brand that is important in your own country, and analyze it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

    DUE DATE: 03 NOVEMBER 2016

    BRAND PERSONIFICATION
    Mktresearch.org.com (2015) defines brand personality to human personality traits (sometimes developed cognitively) which are developed harmoniously with a brand, whether it is a product or a service. While branding a product or a service, especially if it is new, or is being launched in a new market, or is getting repositioned in a new or existing market, in depth understanding of all the dimensions of Brand Personality is of utmost importance to the product or service manager or the brand manager.

    BRAND CHOSEN: CEREVITA

    COMPANY: NESTLE’ ZIMBABWE

    ADVERT LINK: https://www.youtube.com/watch?v=4FklMJkbnoc

    The history of Nestlé began in Vevey, Switzerland, in 1867 when founder Henri Nestlé created one of the first infant foods in response to the need for a healthy and affordable product to serve as an alternative for mothers who could not breastfeed their babies. He called his product Farine Lactée Henri Nestlé. Within a few years, the Farine Lactée product was marketed in Europe. Nestlé called his company Société Farine Lactée Henri Nestlé. In 1874, Nestlé developed its condensed milk product, to contend with the Anglo-Swiss Condensed Milk Company, a competitor that was producing cheese, instant formulas and had opened Europe’s first sweetened condensed milk factory in Cham, Switzerland, to market the first condensed milk, MILKMAID.

    Nestlé Equatorial African Region Ltd. was established in 2008. The region covers 20 countries with its headquarters located in Nairobi, Kenya. The EAR countries comprises of Angola, Burundi, Comoros, Democratic Republic of Congo, Djibouti, Eritrea, Ethiopia, Kenya, Madagascar, Malawi, Mauritius, Republic of Congo, Rwanda, Seychelles, Somalia, Southern Sudan, Tanzania, Uganda, Zambia and Zimbabwe. It brings together countries with similar social and economic development patterns, hence consequently setting up a new unit for a long term homogenous strategy to harness development within the region.

    Nestle’ Cerevita is a breakfast cereal that is a convenient, tasty and healthy part of a nutritious breakfast for children and adults. Nestlé Cerevita breakfast cereal is typically made with whole grain. Whole grains are an important part of a balanced diet. So for young and old alike, we have a breakfast cereal to suit your lifestyle and give you a good start to the day. The whole grain tick on our breakfast cereal with the green banner is a guarantee that they contain at least 8g of whole grain in every delicious serving. Nestle’ Cerevita is low in fat a source of fibre. Nestle’ Cerevita breakfast cereal also provides 25% of the recommended daily allowance (RDA) of vitamins and minerals per serving. It is committed to family’s wellbeing. Nestlé’ Cerevita is continually improving the nutritional content without compromising on the great taste. Nestle’ Cerevita provide a wide variety of breakfast cereals to meet different tastes and needs.

    Aaker (1997) proposed 5 dimensions of brand personality in his famous brand personality framework impacts cognitive branding, brand association and brand recollection. Again brand association appears to partially mediate the influence of the competence dimension of brand personality on brand attractiveness. The 5 main dimensions of brand personality are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Consumers perceive sincere brands as being honest, not-exaggerating, truthful, and cheerful. Similarly consumers perceive exciting brands as being daring, adventurous, high spirited, imaginative, and somewhat with a sharp cutting edge (especially for certain technology gadgets like the Play Station). Consumers perceive Competence from product or service reliability, deliver-ability and from the success symbols from a brand. A brand that is perceived to be sophisticated is viewed as being charming and associated with a higher snob value and thus fit for the upper society, or to fulfill higher order needs from Maslow’s hierarchy of needs. Similarly rugged personality brands are perceived to have the features of being outdoorsy and tough as illustrated in the diagram below.

    Nestle’ Cerevita uses sincerity in personifying their family oriented brand .Cerevita is a brand that is enjoyed by the whole family regardless of their age. The family gathers together early morning to enjoy their favorite cereal before starting their long days. It also uses wholesome because of the nutritive value in Cerevita. In Africa, women are responsible for preparing meals of their family, and cerevita it’s an instant cereal which makes life easy for the mother. Busy mums want their children to excel in every way. It’s their responsibility to give them the best possible start to their day. With your busy schedule this is now a possibility with the delicious and nutritious CEREVITA. CEREVITA has a signature taste and aroma that comes from gently grilling nutritious wholegrain cereals into a big biscuit before crumbling it into delicious flakes, fortified with a grain smart combination of micronutrients. Your child is guaranteed with the best school fuel for them to succeed. CEREVITA Grain smart is a smart combination of vitamins and iron to fortify cereals. Iron helps in carrying oxygen from the lungs to the rest of the body and aides in energy production. Vitamin B1 and B5 help the release of energy from foods including cereals. Vitamin C is needed for the growth and repair of tissues in all parts of the body and normal function of the immune system. Vitamin C also helps the body in the absorption of iron .Cerevita is an original product that is made from Zimbabwean organic farm grown wheat and other products, which also shows down to earth persona. The brand advert of Cerevita illustrates that it’s a simple product that does not need complicated methods of preparing as well as can be enjoyed by an average family in any part of Zimbabwe regardless of their social classes.

    It also uses excitement as one of the brand personality because it’s a spirited product not only from its advert of a wheat grain that personifies a macho-man with big muscles and a lot of energy which is also shown to be transferable and imitated by the kids on the breakfast table by kids. This gives them good spirit, vivacity and positive energy to start their long day at school and work for the parents. Cerevita is enjoyed by the school going teenagers who will be motivated to go back to boarding school with Cerevita in their back to school groceries.
    Cerevita is competent because it is a reliable brand since the suppliers of Nestle’ are local farmers who grows according to the company’s specifications and hence the quality will be doubled. Cerevita brand is reliable and this is shown by the availability of the product in all supermarkets and mini –markets throughout the country. Nestle’ was established 150 years ago hence it makes it a reliable and successful company and brand too. The goals and aims of Nestle’ Cerevita brand also shows competence. Their goal is to be the reference for Nutrition, Health and Wellness including sustainable financial performance and to be trusted by all stakeholders. The objectives are to: Harness the full potential of the newly created cerevita brand. Provide Nestlé products adapted to emerging economies (PPP strategy); to be known as a compliant company to local regulations and to be recognized as such by international institutions and other stakeholders; and to be a good corporate citizen in the region and a sizeable contributor to the economy. Strategizing on Popularly Positioned Products (PPP); Product Availability (Whenever, wherever and however); Consumer and stakeholder communications; and Low Cost, High efficient operations. Aiming at taking full advantage of the regional integration groups and reach one objective as far as possible, which is “to produce in Zimbabwe and supply in Zimbabwe. Nestlé places its Core Values on its People, Quality Products and Services, its Brands, its Consumers, its Customers and its general Performance.

    To conclude Cerevita is a reputable, family –oriented, nutritive brand that can be enjoyed by everyone regardless of their race, age, level of education, location and class.

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  23. henrikacee says:

    NAME: IWUOHA HENRY KACEE
    NO: 20146799
    PROG: MARKETING
    ASSIGNMENT 1: Select a brand that is important in your own country, and analyze it in terms of brand personification. Where does it fit on the brand personality framework, with your reasons?

    NIGERIAN BOTTLING COMPANY LTD MEMBER OF COCA-COLA HELLENIC GROUP

    PRODUCTS AND BRANDS

    We produce, sell and distribute to customers a range of non-alcoholic beverages including four of the world’s best-selling brands: Coca-Cola, Coca-Cola Light, Fanta and Sprite. At the Nigerian Bottling Company Ltd (NBC), we provide consumers with a broad variety of other sparkling, still beverages and waters.

    SPARKLING BEVERAGES
    Sparkling beverages, such as the brands Coca-Cola, Coca-Cola Light, Sprite, Fanta, Schweppes and Limca are part of the traditional range of refreshment products offered by NBC Ltd.
    Products in the Sparkling category are an important and expanding segment,offering consumers an enjoyable and satisfying solution to maintain good hydration levels which are essential for physical and mental well-being.
    The ‘sparkle’ in soft drinks is gained through a carbonation method that duplicates the natural processes that produce the same ‘bubbly’ effect in some mineral and spring waters.
    The method involves the introduction of carbon dioxide (CO 2 ). The CO 2
    is a harmless, odorless and colorless gas which is present in the atmosphere and gives beverages a tangy taste and an invigorating drink sensation.
    We seek to offer a broad choice between sugared, ‘low sugar’ and ‘sugar-free’ sparkling beverages in a growing range of packaging designed to match today’s diverse lifestyles

    STILL BEVERAGES
    Still beverages are drinks that have not been subjected to carbonation. NBC produces and sells five variants of the Five Alive juice brand.

    WATER
    Water is vital to the health of all humans. NBC offers Eva, processed water which is subjected to filtering and purification treatments before being bottled. All of the waters produced are in full NAFDAC compliance.

    Having a brand personality is important because it makes it easier for people to identify with your product or service. If people like what your brand stands for, the chances are that they will like your stuff. So take the time to create the right personality for your brand – it is the foundation upon which your brand’s success will be built.Brand personality is a framework that helps a company to build up the way its customers feel about its products, goods, and/or services; and the brand personality of a company reveals an emotional response in a specific consumer segment. Further, there are 5 main classes of brand personalities, which are Sincerity, Excitement, Competence, Sophistication and Ruggedness. Also, always keep in mind that customers are more likely to purchase a brand, if its personality is similar to their own personalities.

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