At present, most enterprises around the world believe that brand personality is the main factor affecting consumer behavior, and brand personality is the human personality trait of brand in consumer perception. It can be constructed from five dimensions: sincerity, ability, stimulation, classics and ruggedness. The reason why shaping brand personality is effective is that consumers often regard the brand as an image, a partner or a person when they establish a relationship with the brand, and even project their own image on the brand. The more consistent a brand personality is with consumer personality or expectation personality; the more consumers will have preferences for the brand.

Mercedes Benz

Mercedes-Benz, which has experienced a hundred years of history, has been popular all over the world for its luxury, comfort and high quality. As a century-old shop, it is also a kind of charm for historical accumulation and brand. Customer positioning products, through brand personality as a symbol of customer self. S-class is designed for senior managers, advanced technology and equipment, luxurious and elegant, safe and reliable, is the symbol of owner status; SLK belongs to the sports car type, represents the trend value, streamlined body; bright color, designed for successful women. A-class is designed for families, with ample internal space, providing solutions for mini-car safety. In fact, the Mercedes-Benz brand no longer stays on the simple use of tools, but toward a high level: luxury, sports, home, cross-country and other products corresponding to different requirements of consumers, to meet the preferences of families. It highlights the luxurious and elegant, safe and reliable brand personality.

HAI DI LAO

HAI DILAO, a large transnational restaurant brand which manages Sichuan-flavor hot pot, enjoys a good reputation in the industry with its high-quality service. HAI DILAO’s brand personality is: customer first, service first service concept. With intimate, thoughtful and high-quality service, we have won the favor of our customers. The brand purpose of “Customer is God” has been enlarged infinitely. In HAI DILAO, there will be fruits, drinks and snacks in the queue. When you are seated, someone will cover your bag with cloth, and apron to prevent soup splashing on your clothes. When you eat hot pot, it will easily produce fog. The waiter will wipe your glasses with velvet cloth. When your mobile phone is put on the table, it will be easily stained with oil, and they will prepare for you to install it. Cell phone bags; when ordering, the waiter will help you calculate the weight to remind you to order more or less; during the meal process, a special person will serve beside you to order. HAI DILAO’s brand personality enables him to successfully bind consumers, establish family ties with consumers, and more easily guide consumers to consume.

Red Bull

Red Bull’s brand positioning is to refresh, refresh and energetic. With excitement, activity, adventure, stimulation and other brand personalities, consumers relate to their products. The brand logo is composed of two opposite oxen and a sun. The design is full of energy and strength, showing high ambition and consistent with the functional requirements of the brand. The main consumers of Red Bull brand are young people. Red Bull has maintained the strategy of sponsoring sports events to increase the number of consumers, cooperate with the world’s extreme athletes, and support a variety of extreme and endurance sports. Red Bull’s advertising words for dreams have been integrated into the brand gene and become a symbol of brand culture, which perfectly interprets the life attitude and healthy lifestyle advocated by Red Bull to stimulate potential, challenge limits, and pursue breakthroughs.

Conclusion

In summary, brand personality can make the brand stand out in the competition of similar products, create brand competitive advantages by using brand cultural personality, and help the brand establish links with the target audience. The research shows that the more similar consumers personality and expected personality are with brand personality, the more satisfied consumers will be with this product. Brand personality is an important part of a brand. Brand personality guides consumers, which is the foundation of a successful brand.

Reference:

Ahmad, A. and K.S, T. (2015). Understanding the Influence of Brand Personality on Consumer Behaviour. [eBook] Available at: http://www.joams.com/uploadfile/2014/0610/20140610105120411.pdf [Accessed 13 Jun. 2018].

JDB Group is a large professional beverage production and sales enterprise. The herbal tea produced by JDB Group is mainly Wang Laoji tea beverage series, which has the unique function of clearing heat and reducing fire. Sales network throughout the mainland of China, and sold to Southeast Asia, Europe and the United States and other places. In this blog, I will use three theories to explain why customers choose JDB products. Residents aged 16-70 will be the main target audience, and most of their lifestyles are healthy and happy.

Maslow’s Hierarchy of needs

Maslow’s hierarchy of needs theory was published by Abraham Maslow. This theory is interpreted as the five levels necessary for human behaviour and life. According to the theory, if people want to be an autonomous and healthy individual, they need to grow up in an environment that should meet their different needs. According to Maslow’s theory, people have five different types of needs, ranging from the lowest to the highest. It can be divided into physiological needs, such as food, water; safety needs, such as the safe environment for work; social needs, such as participants ‘social activities; self-esteem needs, such as self-esteem or respect for others; self-realization, refers to people with full development potential.

In order to achieve this goal and understand consumer behavior, JDB Group has formulated the following strategies to enhance brand competitiveness by studying consumers basic needs: health advertising strategies, such as marketing strategies in the form of entertainment programs, multimedia, radio, television and news public relations advertising. Use media and popular TV programs to help promote product health concepts or services. Healthy beverage is a way to pursue health in today. JDB Group’s product concept is “fear of fire, drink JDB”. It successfully introduces the health characteristics of products into daily needs and launches TV programs such as “Good Voice of China” to enhance competitive advantage. Healthy beverage can meet the physiological needs of consumers and let consumers produce tea drinks. It’s part of the concept of healthy living.

The Brand Personality

Brand personality refers to the personality characteristics related to brand (Aaker, 1997). Brand personality is an important part of brand image. Marketing personnel can use brand personality to gain more or more competitive advantages, such as differentiation and positioning. Aaker published five scales of brand personality in 1997: sincerity, excitement, competence, sophistication and ruggedness (Polyorat,2011)

JDB’s brand personality is a brand with excellent quality and achievements. Under the leadership of the core concept of promoting Chinese culture and rebuilding national brand, its sales volume and brand image have been improved with high quality, and its personality ability has been highlighted. Especially, the brand image is highlighted in red packaging, which contrasts with the color of “fire”, because consumers will be affected when the demand of social groups for beverages changes from thirst-quenching to not only thirst-quenching but also health. JDB products: positioned as “fire-resistant drinks”, healthier than ordinary drinks. Modern health concept is the core of JDB brand. Brand personality also affects consumers choice.

The Brand Culture

Culture and values are one of the important factors affecting consumer behavior. Understanding the grasp of regional culture on consumer behavior has become the fundamental of marketing personnel. As a beverage enterprise facing the whole society, facing many different cultural backgrounds and different age groups of consumers, enterprises must realize the importance of cultural impact on consumer behavior. More and more cross-cultural studies show that culture has a significant impact on consumer behavior. (Jung, 2004)

Because JDB Group has mastered the culture and values of different consumers, has shaped its own image with culture, and has affected consumer behavior. JDB Group’s products have cultural purposes, such as the hot pages, the party pages, the happy pages, the happy New Year pages, etc. These are created around the product’s orientation for different cultural characteristics, seizing the Chinese people like the red flames, happy and auspicious characteristics. Let consumers feel that the quality of products is excellent and shape the image and cultural characteristics of JDB products, which are healthy and happy.

Conclusion

In summary, these three theories explain why consumers choose JDB Group products to meet consumers safety needs and self-realization through Maslow’s hierarchical of need. Environmental factors can influence consumers’ consumption behavior by changing consumers consumption psychology, establish good brand personality, and deepen cultural understanding to create differentiation and positioning, to win by quality. Only in this way can enterprises remain invincible.

Reference

Kaur, A. (2013). Maslow’s Need Hierarchy Theory: Applications and Criticisms.

Jung, K. (2004). Culture’s Influence on Consumer Behaviours: Differences Among Ethnic Groups in a Multiracial Asian Country. [eBook] Available at: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.475.6509&rep=rep1&type=pdf [Accessed 13 Jun. 2018]