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How daring is the companys brand

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Assignment: Branding Elements

Branding elements are the foundation of a branding strategy and help distinguish a brand from its competitors. There are several elements that are important in distinguishing a brand. These include brand personality, brand image, brand identity, brand differentiation, brand positioning, brand communication, brand loyalty, and brand equity. Analysis of these elements will allow marketers to understand the performance of a particular brand.

The branding elements described in the sections below are critical for a successful branding strategy.

Brand Personality

Successful brands acquire a brand personality over time, which is a set of human characteristics that is associated those brand name. Consumers "assign personality traits to products"-for example, rugged, romantic, rebellious, or sophisticated-and choose those brands that are more in line with their "desired self-image" (Kerin & Hatley, 2017, p. 304). Marketers can instill a brand with a personality; for example, Pepsi's personality traits include exciting and young, while Coca Cola is real and all-American. On the other hand, Harley-Davidson portrays defiance, masculinity, and individualism (Kerin & Hartley, 2017).

The five key dimensions of brand personality include the following (Imagibrand, 2017):

A. Brand Competence: Is the company branding its expertise? The attributes represented by this brand personality are success, intelligence, expertise, and reliability.

B. Brand Sincerity: Does the company have a genuine brand? The attributes represented by this brand personality are honesty, wholesomeness, genuineness, and cheerfulness.

C. Brand Excitement: How daring is the company's brand? The attributes represented by this brand personality are daring, playfulness, spirit, and imagination.

D. Brand Sophistication: Would James Bond ever use the company's brand? The attributes represented by this brand personality are poise, elegance, and charm.

E. Brand Toughness: Can the company's brand stand against the competition? The attributes represented by this brand personality are potency, forcefulness, power, and ruggedness.

Reference no: EM133687165

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