Consumers as well as brands possess their own personalities. Consumers often select and utilize brands whose character is similar to their own self-concept (actual self-concept, ideal self-concept or other’s self-concept). Kotler and Keller (2016) discuss “five key psychological processes — motivation, perception, learning, emotions and memory — fundamentally influence consumer responses” (p. 72).
For this assignment, you will relate your own personality to the brand personality of a recent purchase you made. In a Microsoft Word document, write a report analyzing one of your most recent purchases of a car, computer, furniture, or clothing and discuss your motivation for the purchase. Be sure to address the following questions:
- Did any person or marketing communication from the brand influence your purchase?
- What does the purchase say about your own self-concept ideas?
- How would you define the personality of the purchased brand as compared to the definitions stated in the chapter by Stanford’s Jennifer Aaker (p. 71) and is it consistent with your own?
Ensure your paper incorporates the following:
- A minimum of two pages (not including cover page, table of contents, etc.)
- Double-spaced lines
- 12-point font size text
- APA writing style