LV Brand Personality Analysis
By Hao Wu
Student Number: 4153959
MARK980
1. Introduction
Just like humans, brands also have their own personalities that can make them stand out among other brands. Researchers have made a lot of explorations about brand personality and have made significant achievements in this regards. In this article, a detailed introduction of brand personality will be made in the first section. Further on, five sorts of brand personality will be explored in the second part of this article. In the third section, Louis Vuitton (LV), a famous fashion brand in the world, is chosen and analyzed. A conclusion will be drawn on the basis of what has been discussed above.
2. Discussion of Brand Personality
Brand personality has become a core issue that is worth studying for researchers and experts in the field of both marketing and psychology. It is an important concept in branding theory (Avis, Aitken and Ferguson, 2012). In 1997, Jenifer Aaker creatively applied psychology to the study of brand personality and concluded that brand personality can be divided into five dimensions. Aaker’s view regarding brand personality, to some extent, is considered to be the most systematic and influential understanding (Kapferer, 2012).
Like humans, brands have various personalities and may make consumers have different perceptions regarding these brands. For instance, Nike may remind consumers of young men and women who are brave, energetic and willing to do some sports in the outside. By contrast, IBM may make consumers feel professional and intelligent.
3. Five Types of Brand Personality
Brand personality has five dimensions: sincerity, excitement, competence, sophistication as well as ruggedness. Each type of brand personality has their own features. When a product or a company’s brand personality matches consumer’s personality, brand attachment is created (Lucia Malär et al., 2011).
To start with,...