Brand Personality Research INSIGHT into APPLE and More

What is brand personality? We look at the research insight with examples of Apple, Toyota, Patagonia, and more! In doing so we are revealing the research that goes into creating a successful brand personality.

Brand personality is a set of human characteristics associated with a brand. Understanding it is key if you ever want to launch your own product or service, or if you simply want to have a nuanced view of your favourite brands. The most successful brands, such as Apple, Tesla, Windows, etc., have thoroughly analysed their own brand's personality and built a coherent image around it. It is their unique brand personality that influences their behaviours such as launching new products, or marketing campaigns. Whatever your motivation is, this video will help you learn something useful and important about the products that surround you and you consume.

We dive deep into the 5 dimensions of brand personality proposed by Jennifer Aaker (Stanford Graduate School of Business) - Sincerity, Excitement, Competence, Sophistication, and Ruggedness. We use several real brands (e.g., Patagonia, Apple, Toyota, Louis Vuitton, Land Rover) as examples to explain each personality dimension. Finally, we look at a visual and intuitive way to make sense of the dimensions.

Chapters:
0:00 Introduction
0:39 Important questions
1:10 What is brand personality
1:38 Why brand personality matters
2:39 Brand personality 1: Sincerity
3:34 Brand personality 2: Excitement
4:24 Brand personality 3: Competence
5:22 Brand personality 4: Sophistication
6:25 Brand personality 5: Ruggedness
7:10 Brand personality dimensions
7:24 Brand personality continuum
7:50 Brand personality case study: Apple
8:23: Closing

#brand #branding #marketing #digitalmarketing #psychology #apple #marketingstrategy #brandpersonality