Consumer and Brand Personality

Consumer and Brand personality

In fact, diverse personalities of consumers make up diverse segments of markets which play a huge role in promoting sales and encouraging purchases of products and services. When a new product is actuated in the market, understanding consumer’s buying behavior becomes important and very essential. Marketers should study and understand the various factors that influence consumers’ thoughts while buying products/services (Leigh Goessl, 2010).

The understanding of consumer behavior helps marketers to identify the weak points and also determine positive aspects of any business. Certain factors such as social, personal, cultural and physiological influence the consumer’s needs and wants.

A term called relationship marketing is what is known as the interaction of companies with their customers on a regular basis in order to give them reasons to maintain a bond with the company over time (Solomon, 2011). This is what the main goal of most of the companies is.

Skechers Resistance Runner’s slogan “Run less. Get more” says a lot to its customers. The orientation of this market are people with busy lifestyles, unlimited age, gender, race or ethnicity and all looking for a better and efficient way to keep and maintain their health condition with jogging.

Brand personality is what is known as a set of traits people attribute to a product as if it were a person or simpler “adjectives used to describe a brand” (The Financial Brand, 2010). It is the personality that a product projects (Osborne T, 2009). Effective brands will increase their brand equity by having a consistent set of traits. These characteristics signify brand behavior through representing themselves in advertising, packaging, etc.

However brand personality is very similar to brand image. Brand image symbolizes physical and functional attributes of the product while brand personality associated