A brand’s personality is formally defined by Michael Solomon as “a set of human of traits people attribute to a product as if it were a person. According to Solomon it is important because consumers hold strong, favorable, and unique associations with a brand in memory (Brand Equity)— and the extent to which they are willing to pay more for the branded version of a product than for a non- branded ( generic) version. Brand personality also can define not only the brand but the product class context and experience.

1. 3

2. 2

3. 1

4. “Experiential Exercise”
Ch. 4 Motivation and values
Presented by
Miguel Ángel Fernández October 13th, 2011

5. Metodology

6. 2011 Ranking of the Top 100 Brands

7. The chosen products
Product
Brand

8. Iphone Modern and expensive
www.dailynews.com CONSUMER BEHAVIOR 2011
Useful 2
User Friendly 1
Top Branded 1
Popular
2
Overrated
2
Music 1
Modern
Fashionable 4
2
Fancy
2
Expensive
3
Desing 1
Creative
2
Cool 1
Clever 1
Clean 1
0
0.5
1
1.5
2
2.5
3
3.5
4

9. Post It Notes
Consumer Behavior - Since 1802
5
Useful and Convenient 5
4.5
4
4
3.5
3
2.5
2
2
2
1.5 2
1 1 1
1 1 1
1
0.5 1
1
0

10. Consumer Behaviour NEWS
Coke – Sweet and Adictive
Unhealthy, 1
Thrist, 1
Adictive, 3
Arrogant, 1
Sweet, 4
Calm, 1
Cold, 1
Refreshing, 1
Commercial, 1
Cool, 1
Pervasive, 1
More Gas, 1 Hip, 1 Disgusting, 1
Friendly, 1
Habit, 1 Good, 1

11. Consumer Behaviour NEWS
Harley Davidson Motor Cycle
5
5
4.5
4 Cool, Expens
3.5
3 3
ive and
2.5
2
2 2
2
Rebel
2
2
1.5
1 1 1
1 1
1 1
0.5 1 1 1
0

12. Ciber-shot Artistic & Quality
www.dailynews.com CONSUMER BEHAVIOR 2011
(blank), 0
Unique, 1
Travel, 1 Artistic, 3
Social, 1
Easy, 1
Small, 2
Friendly, 1
Modern, 1
Picture
Quality, 1
Quality, 4
Precise, 1

13. How are their descriptions different?
The descriptions of the different personalities of
the product are similar or different according to
the individual perception.
This perception is a mixture of the marketing
stimuli and their own experience with the
product or brand itself.

14. http://www.brandtags.net

15. http://www.brandtags.net

16. Fun with brands – Jane’s Brand-
timeline Portrait

17. Conclusions

18. Miguel A. Fernandez Delgado
Q&A
Thank you for your attention!