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Luxury brand management is identity-- driven. Drawing on the idea of anthropomorphisation, Klaus Heine and Haibo Xue describe how to complement identity-- driven with character-- driven branding; to develop brand name significance in times of symbolic consumption, and how to start bringing your brand ersonality alive by responding to 5 questions about the Big Five of Luxury Brand Name Character.
Throughout practically all societies, people feel a need to anthropomorphise inanimate things (Freling and Forbes, 2005). When asked to envision a brand name as a person, people show no trouble in appointing human qualities to brands as if they would describe other individuals. Brand name supervisors frequently try to humanise their brands with anthropomorphisation strategies utilizing brand characters, mascots, and spokespeople. Benefits include enhanced brand name preference and closer brand-- customer relationships, which can even reach the level of brand love and 'unreasonable' loyalty (MacInnis and Folkes, 2017). Paradoxically, anecdotal evidence suggests that lots of brand name managers do not believe their brand name to be individuals themselves, even though they may focus on developing anthropomorphised brands in the minds of consumers. For many brand names, 'brand name personality' still does not include more than a couple of characteristics that are used for brand personification (Freling and Forbes, 2005). Making use of the idea of anthropomorphisation, the personality-- driven technique to branding matches identity-- driven brand management and takes it a step even more. 1. The brand name is seen as a person by everybody inside the company: The central concept of character-- driven branding is to perk up a brand name internally in the minds of brand managers and company employees (MacInnis and Folkes, 2017). If supervisors objective to humanise their brand in the minds of their customers, initially, they must start treating their brand as an individual themselves.2. The brand personality has her own free choice, in line with the brand vision: One of the necessary qualities of people is their free choice. For that reason, to anthropomorphise brands, they must be viewed as intentional agents-- and their main objective needs to be to pursue the brand name's vision. When the brand name becomes a strong character, it can trigger both the worker's enthusiasm and the consumer's enthusiasm for the brand. The main concept of personality-- driven branding is to jazz up a brand name internally in the minds of brand supervisors and business employees. Thinking of the brand name's personality should evoke mental pictures equivalent to consumers' hold about genuine individuals: Instead of simply with a couple of terms, the brand personality should be explained sufficiently detailed to evoke a metaphoric mental picture about what type of person the brand name intends to represent: How does the brand character appear like? What are her/his personality traits? What is her/his way of life? By bringing a distinct brand personality alive, marketers are creating an entire universe of symbolic meaning as a basis for 여성 레플리카 brand name distinction.