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The role of personality in branding and the motivational theories employed
Branding satisfies both the tangible requirements and the intangibles. It differentiates products and services from those of the competitor. Personality in branding helps a consumer of a given brand to interpret the brand through the person. One role that the brand plays is to positively affect the consumer’s choice of product. In the fashion industry, brand personality affects an individual’s purchase decisions. Referring to the case mentioned, upon being endorsed by Oprah, the sales went up since she is regarded highly among the Americans. Oprah’s purchase experience therefore swayed many of the Americans to purchase the product as it was related with a prestigious person.
For the product to be well accepted in the market, several motivational theories were involved. The endorsement of the product by Oprah created the difference and majority of the people employed the acquired needs theory by McClelland which states that all people prioritizes needs differently and this being the case, since these needs are not innate, one has to learn them through experience. Under this theory, there is the tendency of individuals to feel affiliated with a given personality. In this case, many of the potential buyers purchased the product since it was endorsed by Oprah and therefore wanted to be affiliated with her. Equity and expectancy theories have also played a key role in the extract. Equity in the sense that the purchaser expected the same comfort that Oprah derived from the use of the product be reciprocated to them. Expectancy in the sense that they expected to reap total benefits from the product since it was being used by the mighty in society