Brand Personality and Lifestyles

Cooper McCabe and Jackie Martinez

Brand PersonalityThe set of traits people attribute or

associate to a product as if it were a person

Brand personality can build brand equity

Examples: Apple, Trader Joe’s

Discussion: What brands have a certain personality that appeal to you?

LifestylesPatterns of consumption reflecting a

person’s choices of how one spends time ad money

Brands are built to target the specific lifestyles of their consumers

People sort themselves by what they like to do, how they spend leisure time, and how they spend disposable income

PsychographicsThe way we feel about ourselves; the

things we value

Discussion:

“Honda drafts Ferris Bueller, Seinfeld for U.S. Rebound Bid”

Recently, Hyundai is gaining on their U.S. market share because they are promoting themselves much more heavily

Honda Motor Co has always been associated with dependability; a valuable trait that adds to the brand equity.

Honda Motor Co needed to revamp their brand personality without reinventing itself

Discussion Questions…?Do you think these commercials

changed Honda/Acura’s brand personality?

How much does a brands personality influence your consumption behaviors?