Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/95474
Title: | Brand personality : a basis for positioning |
Authors: | Caruana, Albert |
Keywords: | Marketing -- Management Branding (Marketing) Brand loyalty Product management Consumers -- Attitudes Consumers' preferences |
Issue Date: | 2006 |
Publisher: | The Executive |
Citation: | Caruana, A. (2006). Brand personality : a basis for positioning. The Executive, 1, pp. 9-11. |
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. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/95474 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Brand_personality_A_basis_for_positioning(2006).pdf | 824.02 kB | Adobe PDF | View/Open |
Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.