Brand Personalities Packaging and Marketing

Question: Discuss about theBrand Personalities for Packaging and Marketing. Answer: Introduction Brand personality is a way of differentiating a brand by assigning human personality traits to it.The character represents brand behaviour through the persons representing the brand, through packaging, marketing, advertising and so forth.Alternatively, brand personality is only described as the personification of a particular brand giving it a distinct meaning enabling it to stand out from the others.Furthermore, brand personality develops as a result of the consumer's experience with it.It is durable and unique.Brand personality manipulates emotions of the customers it generates its emotional aspect and association in the minds of its consumer bringing some connection where it influences their opinion of that particular brand.Additionally, it brings out the brand attitude that which controls the perception of the users towards it which helps a lot in measuring their knowledge and how they feel about that particular brand.Also, brand personality includes not only characteristics but also the demographic features ranging from age, gender, or class, and psychological features.In this case, we are going to major in the brand personality of athletic shoes specifically the Adidas, Nike and Reebok as mentioned from the five correspondences from an interview conducted (Inc et al., 2016). Interview Results I managed to interview five consumers on their perception of the specific sports shoe brands and what considerations they make before making the decision in purchasing a particular brand.In this case, we tabled the three types of brands including Nike, Addidas and Reebok basing on their association with those specific brands and how they feel about them.However, some did not consider the name and showed generality in making a random decision in purchasing any shoe brand regardless of its personality. Adidas Consumers Adidas is clearly associated with soccer which is a well-embraced game worldwide.It is clear that Adidas has a stronger connection to football than to any other sports and with this you will find most of the consumers especially the football lovers would prefer Adidas since it associates with them in terms of soccer they would want to show loyalty to the Adidas as their way to express how they feel about football. The Adidas strategic design where it is involved with European(German) heritage which has an amicable association with football resulting in the brand to the positive aspect of quality and European history which is certainly very convincing to the consumers. The show design comprising no.7 with the word stripes is a suggestive physical feature that Adidas has the capability to strengthen the role their lines play in brand communication to increase their optical property a personality that brings about outstanding quality in the minds of the consumers. The most interesting a ssociation with the Adidas brand flows from the fountain of cold where it associates with rappers, for example, Run DMC who wore Adidas shoe and their track Adidas making it attractive for those who love the celebrity and would surely love to be associated with them by sharing a common brand of shoes. In this context, Adidas gains the superior personality borrowed from the celebrities involved with it (Films on Demand Films Media Group, 2007). Additionally, Adidas has worked so actively with the exploration of the upgrading technology to create fresh brand experiences which paint it as trendy and cool in the minds of the consumers making it a favourite brand among the consumers and they quickly purchase it. Furthermore, the brand personality of Adidas shoe is determined by fit, fashion, connect, function and it varies among different users however Adidas continues to develop its brands to suit the consumers preference for other brands making it a well convincing brand quality in th e minds of the consumers (Barron Basson, 2010). Nike Consumers Nike brand has two strongest brand association which include swoosh and just do it' which portray a unique property distinguishing it from the other brands.The design of this particular shoe like is communicative following the use of just do it' slogan which is persuasive e and mobilising a very convincing character on its part. This is the right brand for the go-getters and those who possess the daring nature seem to feel associated with the Nike brand. This brand design portrays a determinant character hence winning the trust of its consumers, and they can make the decision in purchasing this brand.The tick symbol conceived in the shoe bring a general meaning of the word right which boosts the attitude of the consumers enhancing a real perception towards the brand manipulating their decision in purchasing Nike sports shoes.Nike has a clear association with Michael Jordan increasing its athlete standards making it sensible as a sports shoe in the minds of the consumers.It ploughs wi th the highest profile athletes on the planet making it a brand to want to be associated with for the sports lovers since it portrays a winners trait.Additionally, the Nike brand is seen as a worldwide global brand without a clear connection to any particular country hence no limitations according to race and originality bringing a sense of identity to the consumers and they feel a simple connection with this brand.Nike has strived to develop its brand and makes it trendy which is a good character for the fashion lover (Inc et al., 2016). Reebok Consumers Reebok brand portrays a more sympathetic and empathetic trait towards individuals. It is a brand that is associated with the unique point of view towards different individuals celebrating the distinct quality that makes people who they are.It possesses a much friendlier and encouraging character which is a certain trait that can lead to acceptance and loyalty.This brand points out individuals at a different pint of view where it celebrates their individuality ranging from style, accomplishments to their remarkable talents.It directs their path to greatness, and this will evidently shape up the consumer's mind to the happy thoughts if associated with the Reebok shoe brands (Rakocevic, 2013). Reebok associated with Fun where it states that Staying in Shape comes to life through fun, bold, provocative manner expressed through fresh, eye-catching imagery signed off with a unique 'Reward.' The tone and style allows the consumer to look at sport and lifestyle through their lens of 'Ree.'Th is is a very convincing trait for those who take sports as fun and would purchase the Reebok sport shoes maybe as a reminder of fun while in sports or even to communicate a message for those who understand the meaning of fun according to the Reebok context. . For two decades, Human Rights, through the Reebok Human Rights program, was the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfil their potential and live healthy, active lives this portrays a kind personality by the Reebok which is surely heart winning mobilising the consumers in showing some appreciation to the Reebok brand by purchasing it (Barron Basson, 2010). Brandless Consumers This is the consumers that dont consider the brand personality of the sports shoes they intend to purchase. According to their views, most of them are lured mostly on what the eyes can see not basing on the emotional part of the brand.They tend to purchase any brand as long as it looks good to their eyes. Alternatively, they buy the shoe based on its cost and its affordability regardless of its brand personality.Others make the arbitrary decisions for the purpose of the shoe, and they argue that all those brands are sports shoes and they purchase it on a general basis.Furthermore, most consumers have very few information concerning the different brand's personality of the sports shoes due to either poor marketing or poor research. Hence they lack the grounds to choose from leading them to making an arbitrary decision in purchasing the sports shoes (Rakocevic, 2013). Target Markets Adidas and Reebok Adidas primarily focuses sportspersons especially athletes as well as non-athletes who are inspired by games. The company provides footwear of all categories suitable for all sports and other interested parties. The company's strongest markets are in the age brackets of 20-29 years old of age. Competitively, the company aims to expand its market to athletes in the 14-19 years age group (Frisch, 2004). Adidas believes this target group is the most influent consumer group around the globe. Adidas uses segments based on demographics, psychographic and behavioural factors as a marketing strategy. The Company has four brands which are Reebok, Adidas, Rockport, and Taylor meant for different customer segments. The majority of Adidas customers hail from upper class or wealthy clients who are passionate about fitness or sports. The company use the distinctive brand image of their prospective consumers by emphasising on the value quality (Barron Basson, 2010). Nike Nike's target audience is athletes. To enhance its viability within the shoe industry, the company bases on diversification of its brands to reach distinct audiences. Strategically, Nike sells other sports related products such as sports equipment and clothes. Majorly, the company targets premium customers. The Jordan Brand focuses more broadly athletes. The Hurley International LLC brand also aims athletes but focuses more on young people, such as skateboarding and surfing. The Nike Golf brand is focused on golfers (Barron Basson, 2010). Sample Advertisement for Nike Advertisement Channel Taking into consideration the target audience, I would prefer using a sports magazine with highly profiled athletics, for example, Runners World Magazine. However, a young person would be employed as a celebrity to run the message home. Ideally, this will attract the audience since it shall speculate all aspects of youthful appearance simultaneously, this would generate a positive outcome as far as marketing is concerned attracting a huge customer base (Rakocevic, 2013). Conclusion Concisely the choice of brand by most consumers is determined by the personification of those brands and what meaning they stand for and most importantly the feelings they trigger among the consumers.The Nike brand seems to portray a much daring character with its slogan just do it' which is mobilising and very influencing manipulating the consumer's decision to purchase it.The Reebok brand has proved to be human-friendly a more appealing way to the consumer's emotions and feelings creating a connection making them purchase the Reebok brand.Furthermore, the Adidas brand is associated with soccer which is a well-accepted game worldwide making the name be popular and embraced by the consumers.However, there are other users who don't consider the brand personality hence they purchase the sports shoes under global basis.Regardless all these customers are important, and the choices they make should be respected. Adidas, Nike, and Reebok shoe companies are well-known companies that trend globally as far as sports are concerned. They are major producers of both male and female footwear. The companies embrace market segmentation strategies and product differentiation to diversify their market share taking in mind all categories of clients. The major elements that are closely watched by these companies are purpose or occasion, the age brackets, lifestyle, psychographics, and behavioural factors. These items describe the company's marketing and manufacturing strategies to fit the consumers' tastes and preferences. References Barron,C., Basson,K. (2010). Shoe wearer's handbook. Falls Church, Va.?: Oddshoefinder.com. Films on Demand, Films Media Group. (2007). Sports Shoe Wars: Battle of the Giants in China. Lawrenceville, NJ: Films Media Group. Frisch,A. (2004). The story of Nike. North Mankato, MN: Smart Apple Media. Inc, McKinsey Company, Baumgartner,T., Hatami,H., ValdiviesoU., Benioff,M. (2016). Sales Growth: 5 Proven Strategies from the World's Sales Leaders. Wiley. Rakocevic,I. (2013). Brand personality. Place of publication not identified: Grin Verlag.