Brand Personality

Educational and Research Institute of Economics and Management,

NUFT

Inna Avramenko

Vira Mirochnyk

Each trademark finds the consumer who makes the decision on certain reasons. Most consumer brand gives certain characteristics that are inherent in man, indicating that the personality of the brand. Brand personality enhances its uniqueness, also enhances the image of the company and customer loyalty.

"Brand personality" is defined differently. D. Aaker operationalizes brand personality as the human characteristics of a brand. These characteristics include: demographic characteristics of the person (age, sex, social status), lifestyle characteristics (activities, interests), personal traits (reliability, friendliness, caring, sentiment).

Some companies that work effectively in the market using the brand personality as a means of expressing its functional benefits. It is better to create a brand that provides functional benefits than companies remind consumers that there is a functional benefit.

There are some features of identity of the brand:

• relevance - appearance of the goods, advertising, packaging, brand name, logo, etc.

• characteristics of the brand - the characteristics of the group "promise", "expect", "confirm".

It is important that the brand personality and personality consumer are similar, because if a potential customer is involved in the communication. Each brand must have a bright personality, based on the expectations and perceptions of consumers. Each brand must have a bright personality, based on the expectations and perceptions of consumers. Typically, brand personality can be described using 7-9 words that describe the brand as if it were a man.

J. Kunda describes the brand identity using three characteristics: rational, emotional and spiritual intelligence.

Intelligence quotient (IQ) shows how subjects make logical conclusions and solve problems. Emotional intelligence (EQ) is the ability to navigate the social environment (crisis, conflict, love, joy). The spiritual intelligence (SQ) is used to provide the value and meaning of events and experiences. The concept is based on the spiritual and emotional intelligence to help build a brand relationship with the target audience.

During the formation of the personality of the brand is very important to understand what it should be. Usually, one of the simplest methods to determine this issue is a survey of consumers or employees.

Alina Uiller calls the process of forming brand personality as a "search for creative solutions and their implementation" and divides it into five phases:

1. research and analysis;

2. choice of strategy;

3. concept development;

4. search for means of expression;

5. asset management.

Some companies are unwilling to invest in brand personality formation, although it has many advantages, such as:

• Simplification of the decision to purchase. Identity helps companies create brand image that is easily recognizable, original and well thought out and that will help achieve success.

• Support sales. Brand personality strategy allows representatives of different sectors of the population to get an idea about the product and its benefits.

• Increasing brand equity. Brand and reputation of a large company is one of the most important and valuable assets. Small companies also need to increase the value of its own brand, as the performance of the company depends on the efficiency of the brand.

The personality of the brand itself does not guarantee success. It is not enough simply to develop a bright logo, create an interesting title or original packaging. It is necessary to update, configure and monitor the system to ensure brand personality, because new brand development program is the initial investment, not the final step.

СПИСОК ВИКОРИСТАНОЇ ЛІТЕРАТУРИ:

1. Aaker J. Dimensions of Brand Personality/ J. Aaker// Journal of Marketing Research. – 1997. – № 34. – P. 347-356

2. Kunde J. Corporate religion/ J. Kunde [Електронний ресурс]. – Режим доступу: https://www.abebooks.com/servlet

3. Уиллер А. Индивидуальность бренда. Руководство по созданию, продвижению и поддержке сильных брендов / А. Уиллер. — М.: Альпина Паблишерз, 2009. – 236 с.