Brand personality : a basis for positioning

Abstract

For sellers, brands perform the function of 'facilitation'...achieved via a coherent message to a target customer group that enables the identification and re-identification of products that in turn facilitate repeat purchases and ultimately brand loyalty. For buyers, brands effectively perform a function of 'reduction'....allow buyers to reduce search costs and provide an assurance of quality that can subsequently be extended to new products. There is an over-congestion of brands out there in the market....The challenge for the marketer is to make his drop stick. This is the role of positioning. Brands also can be said to have personalities...customers are as much attracted to the personalities of brands as to the goods or services behind them.