Hummer, BMW, and Corolla's Brand Personalities Coursework - 2

Hummer, BMW, and Corollas Brand Personalities - Coursework ExampleHummer has a rugged frame but to enhance their sales, they decided to change the brand personality to attract the youth and the women. Corolla has a dull image but is keen to give up its conservative approach which projects nothing except dependability. BMW gives rise to feelings of sophistication and yearning and hence is preferred by the wealthy and those who seek importance. It is hence recommended that brand owners should starting signal segment their target market and see to understand the needs of their segment. This would help them design the features as per their requirement and hence would be more appealing to the customers. At the same time, the same brand can appeal to more than one segment and this can be done by appealing to their self-concept.Products and services immediately are imbued with personality characteristics and are recognized through these characteristics both by the consumers and the mark eters. Marketers are trying to project an image of the brand that matches the personality of the individual consumer. They try to use marketing material such as advertisements and phrases so that the brand has an delirious appeal to the consumer. This becomes necessary because to buy a product the consumer must pass water an awareness of the brand. The brand would catch the consumers attention if he finds some similarities with his own requirements and personality. This led to the concept of brand personality which has been described by Aaker as a specific mix of human traits that are attributed to a particular brand. Within a sector, different products and marketers apply different strategies to attract the right customer. distributively product has its own specifications and hence they target a particular segment. Thus, the personality of the brand that is projected to the target segment must have similar characteristics and emotional appeal. This paper evaluates how three diff erent automobile manufacturers project their brands to attract the right segment to enhance their sales. Online academic journals and some useful websites have been used to field of operations the concept of brand personality in the automobile sector.