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Essay / Research Paper Abstract
This 5 page paper examines the way people or personalities are sued as analogies for marketing brands. This paper considers why these analogies are used and looks at the advantages and disadvantages that may result from this strategy. Real life examples are given to illustrate points raised. The bibliography cites 6 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbrndpr.rtf
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Unformatted sample text from the term paper:
as well as a wide variety of substitutes. This is particularly true in the retail sectors. To compete successfully, Michael Porter has argued a company must gain a competitive advantage
(Thompson, 1998). With only one company able to gain a cost advantage, this means other will seek to differentiate themselves from the competition, so that consumer will buy their product,
rather than that of a competitor. One source of differentiation that has been used is that of brand image and brand personality. The analogy of a brand as a person
has been seen many times over, and as such it may be one that increases the ability for a consumer to understand and relate to a brand.
The use of an analogy looks to compare similarities of one element with another, and put it into terms that can be more easily understood by
the observer. For example, the will of an individual may be compared to a brisk wall which will not and cannot move, or to a reed that bends in the
currents of a river. Both will bring tom mind stronger images than a description alone. Analogy helps the individual to perceive that which is being described.
It has also been stated by William James, a US philosopher and psychologists, that if "people perceive a thing to be real then we may as
well act as if it is real" (Edwards, 1998). The development of brand personality may be seen as both contrived and also as a natural evolution. The use of certain
images to sell products may have been aimed at association marketing rather than creating a brand personality as such. However once in place, it is perceived by the customers as
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