Brand Personification
Autor: abccc • September 21, 2016 • Coursework • 352 Words (2 Pages) • 665 Views
Brand Personification
Qualitative analysis helps us to figure out the personification of each brand by each of the respondents. Questions were asked to respondents to find out their perception about each of the brands in terms of its human characteristics and were also asked to describe the brand assuming the brand as a person. The main intention behind this is to find out if the image/ user imagery portrayed by the company about the brand is the same what its customers perceive it to be.
The tables given below show the gap, if any, between the user imagery the company is trying to personify and the user imagery perceived by the customers.
Van Heusen
How Van Heusen is seen by most respondents | How Van Heusen is projected by the company | |
Characteristics | Stylish, Sophisticated, Classy, Smart and Premium | Stylish, affordable, high quality, elegance, modern, minimalistic and timeless |
Suitability | Suitable for young well-built professionals and executives, both men and women | Fashion for professionals and corporate executives both men and women who are successful, sophisticated, multi-faceted |
It can be seen from the responses of the respondents that they portray Van Heusen as a brand that is stylish, classy, sophisticated and most suitable for young professionals and executives, both men and women. The user and brand personality portrayed by the company is on the similar lines as well. Hence, it can be concluded that Van Heusen has an advantage, it just needs to maintain the same and make sure it promotes all its product by sending across the same message.
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