Personality is the inner psychological characteristics of an individual that leads to respond consistently to his environment. A company should understand the personality profile of the target market so that its advertisement can show people of the same personality profile using the product. Typical personality profiles are diametric opposite life competitive buses cooperative, Aggressive versus submission, individualistic versus group-oriented. Rarely do customers display such extremes usually people fall somewhere between the extreme.
Any individual exhibits a combination of several personality traits with different intensities. Accompany endows a personality to the brand by wedding features and benefits that serve reflect customers’ personality-advertising and public City. The brand assumes a character of its own, distinct from those of others. Branding idea is successful if the customers of the target market start considering the land as an extension of their personality. Therefore a friend is cool or suave or rugged. The main brand acquires a personality, it appeals to customers who value its character. Customers prefer the brands that either match their personalities that aspire for. For instance, a laptop conveying efficiency and productivity could be identical to an executive personality. Appeal brands conveying success and material well could be aspirational for the young executive.
Prof. Rashmi Gujrati Principal