Table of Contents
CHAPTER No 1 ............................................................................................................................. 2
BACKGROUND ........................................................................................................................ 2
PROBLEM IDENTIFICATION ................................................................................................. 5
Problem Statement ...................................................................................................................... 5
Research Question ...................................................................................................................... 5
Objectives of the study................................................................................................................ 6
Rationale of the study ................................................................................................................. 6
Scope of the Study ...................................................................................................................... 7
Limitation .................................................................................................................................... 8
Theoretical Framework ............................................................................................................... 9
Hypothesis................................................................................................................................. 10
CHAPTER NO 2........................................................................................................................... 11
LITERATURE REVIEW ......................................................................................................... 11
CHAPTER NO 3........................................................................................................................... 15
METHOD ................................................................................................................................. 15
Sample....................................................................................................................................... 15
Instruments and measures ......................................................................................................... 16
Procedure .................................................................................................................................. 17
References ..................................................................................................................................... 18
Annexure ....................................................................................................................................... 20
1
CHAPTER No 1
BACKGROUND
A brand has been defined as a field of marketing originated
since the 19th century with the advent of packaged goods. When
shipping their items, the factories would literally brand their
logo
or
insignia
on
the
barrels
used.
In
1900’s,
father
of
marketing James Walter Thompson published a house ad explaining
trademark advertising, in and an early commercial description of
what is known as branding. Afterwards Companies soon adopted
slogans, mascots, and jingles which began to appear on radio and
early television which were a few sources of information in that
era (Kotler, Philip and Pfoertsch, Waldemar (2006).
By the 1940s, Mildred Pierce manufacturers began to recognize
the way in which consumers were developing relationships with
their
brands
personality
social/psychological/anthropological
in
sense.
This
a
clicked
the
mind of many manufacturers and they quickly learned to correlate
other kinds of brand values, such as youthfulness, fun or luxury
and
richness
with
their
products.
This
began
to
put
into
practice what was known as branding, where it was felt that
consumers buy the brand instead of the product as studied by
(Mael & Ashforth, 1992). This trend arose in the 1980s into what
has been described as brand equity mania. Marketers engaged in
branding seek to develop or align the expectations behind the
brand
people
experience,
associated
creating
with
a
the
impression
product
or
that
service
a
brand
has
and
certain
qualities or characteristics that make it special or unique. A
brand image may be developed by attributing a "personality" to
or associating an "image" with a product or service
2
equity,
whereby
the
personality
or
image
was
"branded"
into
the
realization of consumers. A brand personality was therefore one
of the most valuable elements in involved in consumer buying
decision/behavior. The phenomena of creating and maintaining a
brand equity was called brand management (Kotler, Philip and
Pfoertsch, Waldemar 2006)
As products become increasingly similar, companies are turning
to branding famous people as a way to create a preference for
their offerings. Branding has been the essential factor in the
success
of
well-known
consumer
goods
such
as
Coca
Cola,
McDonald's, IBM, Microsoft, BMW, and Mercedes. In fact, these
brands are worth many times more than the book value of the
assets used to make these brands (Bhattacharya, Rao, & Glynn,
1995; Mael & Ashforth, 1992).
The importance of brand personality to consumers brand
image and brand equity has not been widely acknowledged but
only a few researchers, such as Plummer (1985) and David Aaker
(1996), have pointed out the significance of brand personality
in building competitive advantage and brand loyalty. Recently,
Jennifer Aaker (1997) presented the empirical results of her
research on the measurement of brand personality and variables
involved in the positioning of a brand.
In this report the specific area of research is to know how
people associate themselves with different brands. In a nutshell
it is always dependent upon the way the brand is positioned in
the mind of customers and ultimately it affects the customer’s
choice
and
investigates,
their
by
buying
behavior.
researching
which
Afterwards
variables
the
research
hold
more
importance on brand positioning and consumer association. This
3
research
has
positioning
two
and
aspects
another
to
is
itself
one
consumer
being
association
the
brand
with
brand
personalities, which ultimately leads to influence the consumer
buying behavior. Extensive efforts were done and found numerous
previous researches related to this topic and found a variety of
different outcomes (Kotler, Hogg & Abrams, 1988; Lau, 1989; Mael
& Ashforth, 1992).
This
research
concludes
that
factors
on
which
customers
association and brand positioning are varying from one region to
the
other.
However
it
was
decided
to
conduct
this
research
within the boundaries of Islamabad and Rawalpindi as it hosts
various kinds of people with different cultures and life styles
all
over
accurate
analyzing
from
Pakistan.
analysis
the
of
This
the
customers
would
importance
buying
help
of
behavior.
us
both
The
in
getting
an
the
factors
in
outcome
of
our
research will help the Islamabad and Rawalpindi consumer market
in positioning their brands to compete with other international
brands in the local market.
It has been observed that our local consumers have good
buying power can they afford to buy the different brands. The
inhabitants in big cities of Pakistan such as Islamabad, Lahore,
Karachi, Peshawar etc are very much brand conscious and they
usually prefer to be associated to big brands names. Brand name
and taste influence customers buying behavior that affects the
brand choice pattern of consumer.
The main reason for this is the influence of the electronic
as well as the print media on people’s choice of brands. The
other
reasons
include
ever
increasing
promotional
and
advertisement campaign which affects their mind in a way that
4
people want to be modernize so in order to it they try to adopt
western culture and whenever they see brand name and taste with
have
some
checking
western
the
touch
price
of
in
it
that
they
brand
want
to
because
buy
it
they
without
find
it
attractive.
PROBLEM IDENTIFICATION
After doing extensive research on different articles available
on net and in books, finally came up with a problem statement,
which was extracted, from all that material which has gone
through
for
the
understanding
of
the
different
hurdles
involved in the field of marketing.
Problem Statement
This research identifies the tendency of customers association
with certain brands largely depends upon effective brand image
through Brand Personality.
Research Question

What is the impact of Brand Personality on brand image?

What is the impact of Brand Personality on brand equity?
5
Objectives of the study

To measure the impact of brand personality on brand image

To evaluate the impact of brand personality on brand equity

To help verify the relationship among brand personality and
brand image and brand equity.
Rationale of the study
The core purpose of conducting this research is to determine how
to create a better image of the brands in the mind of customers
by analyzing the different variables, which will help in the
right positioning of the brand. Once a company is able to make
the right positioning of their brand, it leads to the customer
satisfaction and customer loyalty. As people tend to associate
themselves with certain brands because those brand reflect their
personality
and
their
attitude.
For
example;
rich
people
in
order influence other try using those brands, which have created
in image of the elite’s selection or choice, Like wearing GUCCI,
ARMANI
AND
DOLCE
GABBANA
driving
BWW,
Hummer
etc.
Also
investigated to know how the local firms do are tackling with
this problem to compete with the international brands in the
market. As what organizational activity the companies operating
in Islamabad should focus on, all the companies have the choice
of either to penetrate the market by a mind blowing product with
out
of
this
world
features
or
by
marketing
their
product
intensively and thus creating a high level elite image to cater
6
the
those
consumer
which
are
largely
influenced
by
the
westernization or modernization.
This research will determine whether in Islamabad and Rawalpindi
people tend to associate themselves with certain brands which
have band name and taste or not and study the method of this
association. This research will help us to find out that what
kind of customers are there in Islamabad and Rawalpindi either
they are quality conscious or they just buy products because or
brand personality associated or of good brand name it will also
help
organizations
working
in
the
Pakistan
to
know
about
customers behavior which will help organizations to increase its
sales by knowing on which area they should concentrate more
massive to attract customers.
The
conclusion
methodology
of
this
involved
research
improving
would
image
introduce
of
the
the
brands.
new
By
understanding the consumer psychology and give different ideas
to the managers and they will come to know that how do customers
associate
themselves
with
strong
brand
name
and
taste
and
ultimately it influences their buying behavior.
Scope of the Study
The scope of this research involves the careful study to find
out
what
is
it
that
people
of
Islamabad
and
Rawalpindi
(Pakistan) prefer most, either they want those products which
have brand name and taste and strong tendency to reflect the
customer image and so this research is not limited to specific
area and for this research data will be collected from different
7
kind of people to get their views regarding this problem to out
find the required solution.
This research doesn’t require any changes to be
made in
given environment so in our area of research is “field study”
because we are doing research in completely natural environment
and getting the required data without making any changes in the
surroundings.
One important aspect of this study is that most of the data
collected,
is
from
the
youngsters,
because
75
percent
of
Pakistan’s population comprises of the youth aging which ranges
between 15 – 30 years. So it is the vast market and their choice
and buying behavior influences each brand positioning strategy,
which is to be introduced in the market, and being a marketing
student
the
fore
most
job
is
to
anticipate
these
critical
factors for a successful marketing planning of the firm.
Limitation
The
main
limitation
for
this
is
the
influence
of
the
electronic as well as the print media on people’s choice of
brands. The other reasons include ever increasing promotional
and advertisement campaign which affects their mind in a way
that people want to be modernize so in order to it they try to
adopt western culture and whenever they see brand name and taste
with have some western touch in it they want to buy it without
checking
the
price
of
that
brand
attractive.
8
because
they
find
it
Theoretical Framework
The framework is illustrated as follows: Independent variable
Dependent variable
Brand
Equity
Brand
personality
Brand
Image
9
Hypothesis
H1: There is a significant impact of brand personality on
brand equity.
H2: There is a significant impact of the brand personality
on brand image.
H3: Brand personality is positively related to brand equity
and brand image.
10
CHAPTER NO 2
LITERATURE REVIEW
Branding was the road that a company must travel to define what
it wants to be excellent at and how its offerings differ from
competitors.
company's
Branding
earlier
articulating
its
was
the
decisions
value
on
outward
expression
positioning
propositions
to
its
buyers.
of
the
products
When
and
branding
works, the customers become familiar to those products and they
always show a great degree of loyalty. Also for the firms when
sales people enter the offices of customers already well known
and respected who stand ready to give them a hearing (Kotler,
Philip and Pfoertsch, Waldemar 2006).
The term brand stands for a name, logo, slogan or design scheme
associated
with
a
product
or
service.
Brand
recognition
and
other reactions are created by the use of the product or service
and
through
the
influence
commentary.
A
brand
information
connected
is
of
a
to
advertising,
symbolic
the
product
design,
embodiment
and
and
of
serves
media
all
to
the
create
associations and expectations around it. A brand often includes
a logo, fonts, color schemes, symbols, and sound, which may be
developed
to
represent
implicit
values,
ideas,
and
even
personality.
Marketers are continuously engaging themselves in branding seek
to
develop
or
align
the
expectations
behind
the
brand
experience, creating the impression that a brand associated with
a product or service has certain qualities or characteristics
that make it special or unique. A brand image may be developed
by attributing a "personality" to or associating an "image" with
11
a
product
or
"branded"
into
service,
the
whereby
the
consciousness
personality
of
or
image
was
A
brand
was
consumers.
therefore one of the most valuable elements in an advertising
theme. The art of creating and maintaining a brand was called
brand
management.
(Bhattacharya,
Rao,
&
Glynn,
1995;
Mael
&
Ashforth, 1992)
Researchers have identified a number of strategies that can be
used by advertisers/marketers to position their brands (e.g.,
Kalra and Goodstein 1998). One common approach in positioning an
offering
is
Shansby1982).
competitors
with
respect
Positioning
represents
an
to
a
a
competitor
brand
inherent
against
aspect
(Aaker
one
of
and
or
more
achieving
brand
differentiation and, ultimately, gaining a competitive advantage
that
helps
ensure
a
brand’s
long-run
success
in
the
market
(Porter1985). Competitive positioning is often achieved via the
use of comparative advertising (e.g., Dröge and Darmon 1987),
form of advertising that has traditionally involved comparisons
of brands from within the same product category (Wilkie and
Farris 1975). Thus, competition in a product category may prompt
a brand to deploy strategies aimed at taking market share from
substitutes residing in other product categories, additionally
marketers attempting to expand the life cycle of mature products
may employ “expansive” advertising suggesting new usage contexts
for
the
focal
brand
(Wansink
1994).
Such
advertising
often
entails the use of comparisons against offerings from outside
the focal brand’s original product category. . As an example,
Campbell (1995) found that the success of a persuasion attempt
could
be
diminished
if
consumers
associated
manipulative intent on the part of the marketer.
12
the
tactic
with
Thus,
the
level
of
appropriateness
that
consumers
attach
to
alternative tactics can be an important factor in predicting the
ultimate effectiveness of positioning strategies that affirm may
adopt.
Many people are likely to express them-selves and/or enhance
themselves by selecting particular brands. Their level of brand
identification
determines
the
degree
to
which
the
brand
expresses and enhances their identity. In short, the issues of
why and how brand personalities affect consumers’ brand loyalty
have not been addressed. The study reported here borrowed the
methodology developed by Aaker (1997) to measure some dimensions
of brand personality. He also specifies consumers’ behaviors in
respect
of
word-of-mouth
reports
about
a
brand,
and
brand
loyalty.
When there is a fit between brand personality and a consumer’s
self-expression,
the
consumer
may
consider
a
brand
as
a
person, or even a companion. In the real world, we find this
kind of relationship between brand and human (Fournier, 1998).
Sometimes,
the
human
characteristics
attached
to
a
certain
brand are used to express one’s own image or personality .
The physical products and services are identical, or almost
identical,
worldwide
and
meet
the
same
widely
held
human
needs. In some cases the physical product may vary for local
reasons while still meeting the same needs. For instance,
McDonald’s - the one food company in the list - has a beefbased menu in the US but a chicken-based menu in India. The
way in which Coca-Cola, McDonald’s and Disney are positioned
around the world is very consistent: Disney,
for
example,
represents the same special set of family values worldwide.
13
For
many
global
brands,
consumers
value
the
country
of
origin; paradoxically, the country of origin is therefore a
factor in making them global. Thus Coca-Cola and McDonald’s
and Marlboro cigarettes are all very much associated with
securing
a
piece
of
American
lifestyle
or
American
entertainment culture - and as a result you often find there
is an association between the brand itself, the loyalty to
the
brand
particular
with
and
the
fact
national
expertise
in
that
culture.
the
brand
Consumers
particular
is
embedded
associate
products:
French
in
a
countries
perfumes;
Japanese consumer electronics; American movies, computers and
mass-market packaged goods; German cars and sausages. These
associations are globally shared and are of main target for
the marketers to take advantage of the factor of customer
association with certain countries and cultures. They come
up with those products and services, which tends to express
some
cultural
or
regional
values
in
them
to
attract
the
customers beyond the national borders of the home product or
service. Levitt, Theodore (1983)
14
CHAPTER NO 3
METHOD
Sample
To verify this research a questionnaire of twelve questions is
prepared which focuses on every aspect of this research. These
questions are built on the basis of the brand personality which
is the main topic of this research. The total sample size of
this study is 150. These questions will be asked from different
people based upon the two variables i.e. brand equity and the
brand
image.
Data
collected
will
be
primary
data
through
questionnaires and interviews. All the questions are the closeended questions. All the questions are made precise and to the
point. Each questions focus directly on the basis on which the
brand positioning is done. All these questions are the most
relevant questions and very easy to answer and doesn’t require a
lot
of
time.
However
designing
such
a
questionnaire,
which
directly addresses the each variable, involved in brand image
building
requires
efforts.
Also
to
get
feedback
on
each
questionnaire, requires a lot of effort because people usually
didn’t show that much interest while filling the questionnaires
(the reason for it might be the busy life today and also people
may have other important things to deal with). Sometimes, some
of them directly say no without checking it and some are those,
which didn’t bother to read the questions while filling the
questionnaire. However a few people are those, which show some
willingness to read and fill these questionnaires this is actual
reason that questionnaire, are precise otherwise people may lose
interest when they see a lengthy questionnaire.
15
Instruments and measures
The tool that will be used to collect data was random stratified
sampling.
And
questionnaires
will
be
distributed
among
150
respondents of four different groups to collect the findings of
research
data.
Also
other
than
questionnaire,
data
will
be
collected in variety of ways, in different atmosphere, region
and age groups through interviews. Collection of data through
interviews involves two types methods. The accurate analysis of
data requires the measurement scale to be correct. For this
reason the major variables in this study will be measured using
the
five
point
likert
scale.
This
scale
was
developed
by
Aaker(1997). The scale is dividing into five categories:
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Well
for
strongly
agree
5
points
is
reserved,
for
agree
reserved 4-points, for neutral 3points,for disagree 2- points
and for strongly disagree 1-point.
After
collecting
the
data
through
the
above
mentioned
instrument will be analyzed using Regression analysis with the
help of Statistical Package for social sciences SPSS.
16
Procedure
The
procedure
of
carrying
out
the
data
collection
activity
starts from the distribution of the questionnaires among the
people. The data of this research report has gathered from four
types of peoples using the primary data source. This data will
be gathered in the form of questionnaire and the interviews.
Four different types of peoples are retail owners, manufacturers
and
other
service
providing
firms,
students
and
general
consumers.
Also this research is not restricted to males as females are
also more involved in buying products then men in our country.
This
requires
distributing
these
questionnaires
amongst
different aged females to get their valued feedback. Along with
distribution
explained
of
to
questionnaires
them
and
solved
all
all
the
questions
related
query
will
to
be
the
respondents so that they could fill the questionnaires easily
and with the relevant results. Only one questionnaire will be
given to each respondent.
Responses
collected
through
questionnaire
are
converted
into
percentages. A frequency tabulation and cross tabulation method
will
be
used
to
convert
results
of
questionnaires
into
percentages. The result of the findings will be tested through
the SPSS for the research finding.
17
References
Aaker, D.A. (1996). Building Strong Brands. New York: The Free
Press.
Aaker,
J.
(1997).
Dimensions
of
brand
personality.
Journal of Marketing Research, 34, 347–3 56.
Aaker,
J.
(1999).
The
malleable
self:
the
role
of
self-
expression in persuasion. Journal of Marketing Research,
36, 45–57.
Fournier, S. (1998). Consumers and their brands: developing
relationship thin consumer research. Journal of Consumer
Research, 24, 343–373.
Kim, C. (1998). Brand personality and advertising strategy: an
empirical study of mobile-phone services. Korean Journal
of Advertising, 9, 3 7–52.
Plummer, J. T. (1985). How personality makes a
difference.
Journal of Advertising Research, 24(6), 27–31
Levitt,
Theodore
(1983)
The
Globalization
of
Markets
Harvard Business Review May/June
Kotler, P. Marketing Management: Analysis, Planning and Control
5th edition Englewood Cliffs, NJ: Prentice Hall, Inc (1984)
Aaker,
D.A.
and
Shans
by,
J.G.
Positioning
Business Horizons 25:26-62 (May-June 1982)
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your
product.
Armstrong, J.S., & Overton, T.S. (1977). Estimating non-response
bias in mail surveys. Journal of Marketing Research, 14,
396–402.
Ahan,
W.K.
(1998).
Why
are
different
features
central
for
natural kinds and artifacts? The role of causal status in
determining feature centrality. Cognition, 69, 135–178.
Aaker, J. (1997). Dimensions of brand personality. Journal of
Marketing Research, 34, 347–356.
Aaker,
D.A.,
&
Keller,
K.L.
(1990).
Consumer
evaluations
of
brand extensions. Journal of Marketing, 54, 27–41.
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K.,
Judd,
marketing:
B.,
the
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Prince,
influence
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participation
Interactive
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HUNG
K.
KIM,
DONGCHUL
personality
Applying
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the
HAN,
brand
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SEUNG-BAE.
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Psychological Research 2001, Volume 43, No. 4, 195–206
Special Issue: Consumer behavior
19
Annexure
Name____________________
Gender________
Occupation_______________
Age___________
Brand personality
Q.NO.1 Does the attractiveness of the brand personality
(Image) really matters for you?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.2 The brand you choose, helps you to express yourself?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.3 The brand reflects your personality?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.4 Your brand is different from the other brands?
 Strongly agree
 Agree
20
 Neutral
 Disagree
 Strongly disagree
Brand Image
Q.NO.5 Are you interested in what other thinks about your
favorite brand?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.6 When someone criticizes the brand you choose, do you
feel like insult?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.7 Do you recommend your brand to others?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
21
Brand Equity
Q.NO.8 The suggestions from your friends, peers influence
your decision to choose among brands?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.9 I will continue to use this brand because I am
satisfied and acquainted with the brand?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.10 Would you buy the additional products and services
in this brand?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.NO.11 I will use this brand in spite of the competitors deal
 Strongly agree
 Agree
 Neutral
 Disagree
22
 Strongly disagree
Q.NO.12 The frequent and expensive advertisement means
Brand will also be good?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
.
23
that