Marketing communication: principles and practice

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Table 8.1
Brand personality factors
Brand image
Characteristic
Example
Sincerity
Down to earth
Family-oriented, small-town, conventional
Honest
Sincere, real, ethical, thoughtful
Wholesome
Genuine, classic, old-fashioned
Cheerful
Sentimental, friendly, warm, happy
Excitement
Daring
Trendy, exciting, flashy, provocative
Spirited
Cool, young, lively, outgoing, adventurous
Imaginative
Unique, humorous, surprising, artistic, fun
Up to date
Independent, contemporary, innovative, aggressive
Competence
Reliable
Hard-working, secure, efficient, trustworthy, careful
Intelligent
Technical, serious
Successful
Leader, confident, influential
Sophisticated
Upper class
Glamorous, good-looking, pretentious, 
sophisticated
Charming
Feminine, smooth, gentle, sexy
Ruggedness
Outdoor
Masculine, active, athletic
Tough
Rugged, strong, no-nonsense
Source: 
Based on Aaker, 1995
ATTENTION
ATTRACTION
ACTION
ALLEGIANCE
Figure 8.3
Integrating your brand into a consumption pattern

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of level of involvement with the brand and the degree of differentiation of
the brands considered for purchase.
The behaviour expected is situation specific. When a person recognizes
an unsatisfied need or desire for gratification, they will consider how
significant this is to them and how likely they are to accomplish this desirable
outcome. He/she will actively seek a satisfier if he/she believes that one is
available. The behaviour expected in acquiring a lunch to satisfy hunger differs
considerably from that expected for the purchase of a house by means of a
twenty-five-year mortgage loan.