High-end brand management is identity-- driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue lay out how to match identity-- driven with character-- driven branding; to produce brand name meaning in times of symbolic usage, and how to begin bringing your brand ersonality alive by responding to 5 concerns about the Big Five of High-end Brand Name Personality.
Across essentially all societies, humans want to anthropomorphise inanimate things (Freling and Forbes, 2005). When asked to think of a brand name as a person, people reveal no trouble in designating human qualities to brands as if they would describe other people. Brand name supervisors frequently try to humanise their brands with anthropomorphisation strategies utilizing brand characters, mascots, and spokespeople. Benefits include enhanced brand name preference and closer brand-- consumer relationships, which can even reach the level of brand love and 'unreasonable' loyalty (MacInnis and Folkes, 2017). Paradoxically, anecdotal evidence suggests that lots of brand name managers do not believe their brand name to be individuals themselves, even though they may target at developing anthropomorphised brand names in the minds of consumers. For numerous brand names, 'brand name character' still does not consist of more than a few qualities that are utilized for brand name personification (Freling and Forbes, 2005). Drawing on the principle of anthropomorphisation, the character-- driven approach to branding matches identity-- driven brand name management and takes it a step further. 1. The brand name is viewed as a person by everyone inside the company: The central idea of character-- driven branding is to jazz up a brand internally in the minds of brand supervisors and business workers (MacInnis and Folkes, 2017). If managers goal to humanise their brand name in the minds of their customers, initially, they must start treating their brand as an individual themselves.2. The brand personality has her own free will, in line with the brand vision: One of the important qualities of human beings is their free choice. Therefore, to anthropomorphise brand names, they should be seen as intentional representatives-- and their primary intention needs to be to pursue the brand name's vision. When the brand ends up being a strong character, it can stimulate both the employee's interest and the consumer's passion for the brand. The main idea of personality-- driven branding is to jazz up a brand ë ˆí”Œë¦¬ì¹´ internally in the minds of brand supervisors and company workers. Thinking about the brand's character should evoke mental pictures comparable to customers' hold about real individuals: Instead of simply with a few terms, the brand personality should be explained adequately detailed to evoke a metaphoric mental picture about what type of person the brand aims to represent: How does the brand personality look like? What are her/his personality traits? What is her/his way of life? By bringing a distinct brand character alive, online marketers are creating an entire universe of symbolic meaning as a basis for brand distinction.