Yan Zhou Abstract Currently, there has been advancement in examining the brand personality, in which a general large scale of the brand personality was widely introduced and used in the researches and studies. Some showed solicitude for the difference between the brand personality and human personality (Shank & Langmeyer 1994). Others focused on the brand personality in different situations and different types of product (Hosany 2006; Beldona & Wysong 2007).
The core exploration of this report is about how Jeep brand conveys the personality as well as how the brand personality positively influences the production, despite the prior studies interest in brand personality. Keywords: brand personality• Jeep consumers • four-wheel drive • off-road vehicle Introduction This report examines the brand personality of Jeep. During the main body, the report illustrates the concept of brand personality. Additionally, it identifies brand personality traits of Jeep. Likewise, several examples will be given to illustrate and prove the brand personality of Jeep.
Finally, the benefits of the brand personality tend to be discussed. Theoretical background Brand personality: the concept In marketing practice, researchers and explorers tend to define the brand personality of the product carefully and seriously. Brand personality refers to “the set of human characteristics associated with a brand” (Aaker 1997). Even though the human personality and the brand personality share the similar basic conception; these two terms are generally not the same to each other (Epstein 1997). However, the shaping of the brand personality should correspond with the potential consumers’ tendency.
Specifically, individuals have their unique personality and they prefer to purchase the brand which has similar personality to them. An example of one of the most famous car brand-Jeep would be presented in the following text. Practical implication Brand personality: Jeep It is generally advisable to perform personality for Jeep brand, since Asker’s prior research of the five main brands personality dimensions have developed (Aaker 1997). Jeep brand has conveyed the unique brand personality traits to the universal, in which differentiate it from competitors.
It is clear that the Jeep brand would be ruggedness. Furthermore, it would be tough, strong and powerful. Ruggedness- A purely tough guy Jeep, which was born in the gunfire of World War II, is one of the most famous car brand names in the world. It always seems to be associated with the “bold and tough”. Compared to the traditional cars, a powerful vehicle with four-wheel drive and SUV that can be driven over rough ground has developed, which is used for the off-road trekking (Ridenour, 2004). For off-road vehicles, Jeep is awfully a tough guy which has an iron hand in a velvet glove.
Outwardly, he looks bold and heroic. More specific, the relatively rigid frame guarantees that the body could not be twisted in the crash. In terms of the internal systems, the vehicle could drive under atrocious conditions with four-wheel drive system. It is evident that Jeep is the purely tough man with excellent inside and outside. Jeep plays essential roles in different fields, such as scout car, light truck, firearms and ammunition transportation. There were approximately 600000 jeep vehicles attended the World War II, which was called “war taxi”.
After the war, it was immediately used for forestry and land reclamation. Since then, jeep stepped into the era of peace with the excellent quality, certainly, the original personality of ruggedness and tough has been retained. Tough, strong and powerful- Go anywhere, do anything Jeep brand is a leader in off-road vehicles. The strong and powerful vehicles are supported by the four-wheel-drive system. This system has been tested on a large deal of the toughest off-road area in the world, which was commendable for the brand name (Off road SUV).
In more detail, the four-wheel-drive system is winner under any weather conditions, which allows the vehicle pass through rain, slippery mud or rock road and other unforeseen conditions (Off road SUV). Broadly speaking, the brand personalities-tough, strong and powerful can be awfully represented by the 4-wheel-drive system and off-road performance of Jeep. Jeep brand benefits from the personality Keller (1993) states that successful marketing program is to create favorable brand and satisfy consumers’ needs and wants.
A favorable brand personality creates more positive value to the companies. From consumers’ perspectives, brand personality is a motivation which inspires consuming. Consumers perceive the brand personality and distinguish it from other products. Keller (1993) finds that brand personality allows the consumers to purchase one brand over another. Only when a brand has a unique personality, can it influences the desires and impulsive of the consumers. Recommendation Jeep is an off-road vehicle which has high emission, which will inevitably cause a huge environmental pollution.
At the same time, it makes a lot of engine noise when running and climbing. Therefore, it is suggest that the company can take some measures to solve the problem. For instance, the environmental friendly equipment can be installed in the vehicles to reduce the noise and pollution. In terms of branding, Jeep can be more flexible. Given that, it is advice that the company can create new personality to abstract more potential consumers. For example, Jeep Company can do more advertising for feminine styles of jeep vehicle.
In order to attracting female consumers, revising the appearance and the color of the vehicle slightly will absolute obtain more new consumers without changing the original brand personality. Conclusion This paper explored the brand personalities of Jeep. With many previous studies about brand personalities have been researched, this paper provides the analysis of brand personality for Jeep brand in terms of concept; practical implication and benefits. Generally speaking, a good brand personality could help Jeep Company win the favor of consumers when facing thousand of similar competitors in the market.
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