Brand Personality - The Relationship Basis Model

Topics:
Brand Management
Tags:
Brand,
Branding,
Marketing
Source:
Haas School Of Business, University of California, Berkeley

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Overview: Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one, especially if they need a banker or a lawyer. A trustworthy, dependable, conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor, a lawn service, or even a car--consider the Volvo brand personality. The concept of a relationship between a brand and a person (analogous to that between two people) provides a different perspective on how brand personality might work. The article discusses how the relationship basis model works, consider the personality types of people with whom you have relationships and the nature of those relationships.

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Format: HTML | Date: Jan 2003 | Pages: 1

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