Description
Choose an organization with which you are familiar or use the organization you chose for the Week 1 assignment.
Create an 8- to 10-slide Microsoft® PowerPoint® presentation with speaker's notes representing how this organization manages and develops its brand personality, and deliver the following:
- Find an ad (digital or non-digital) that you feel communicates a strong brand personality. Include this ad in your presentation.
- Describe that brand personality in terms of the dimensions in Figure 10-2 (p. 369 in Consumer Behavior: Building Marketing Strategy).
- Describe the various techniques used in the ad (celebrity endorser, user imagery, executional factors, etc.) and how that links to the personality they are communicating.
- Review what traits you believe are good to have in a brand personality.
- Analyze how this brand personality impacts competitive positioning.
- How does this ad impact your belief in the brand or impact your motivation to purchase from this organization?
Format your presentation consistent with APA guidelines.
Explanation & Answer
Attached.
BRAND PERSONALITY
STUDENTS’ NAME
MARKETING AD
➢ This was a digital weekly advert meant to
run from Feb 15th – March 1st 2018.
➢ The advert was meant to market electronics
and this was one was precisely targeting
gamers to come on board and buy Xbox
One (Ad Blogger, 2018).
BRAND PERSONALITY
According to Hawkins, Mothersbaugh & Best (2013), the dimensions of brand personality include:
1.
Competency – Xbox One is one of the most powerful gaming console of all times.
2.
Sincerity – Walmart is very honest regarding the powerful capabilities of the Xbox One console.
3.
Excitement – Xbox One gaming experience is quite thrilling.
4.
Sophistication – the curre...
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