Consumers often choose and use brands that have a brand personality consistent w

Question

Consumers often choose and use brands that have a brand personality consistent with their own actual self-concept, ideal self-concept, or others self-concept. Examine one of your recent purchases of a car, computer, furniture, or clothing, etc.

1.    Why did you purchase this product?
2.    Who influenced this purchase?
3.    What does this purchase say about your own self-concept ideas?
4.    What is your definition of the "brand personality” of this recent purchase--as compared to the definitions stated in the chapter by Stanford's Jennifer Aaker?

Explanation / Answer

Purchased iPhone X

1. I purchased this product because I feel that it is the best in its category in the industry and there is no competition of the product based on the facilities and the brand value that the product possess.

2. The purchase was influenced primarily by the brand value that the product possess and the market trend regarding the product says that the product is the most discussed product by the customers. The marketing strategy of the product has been exceptionally well.

3. The purchase is something which contradicts my self concept to some extent because I have never been a person who actually thinks about the affect of a brand or a brand with a high brand value, instead I have always been looking for products which will serve my basic needs but this time I went with the trend and purchased the most popular product.

4. Brand personality of the recent purchase can be defined as the process through which the objective is to attract and influence the purchase decision of a product based on imagination, passion and hope towards the brand.

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