SELF-CONCEPT AND BRAND PERSONALITY

Consumers have emotional connections with brands. How a brand perceives itself may resonate with the consumer and make them more likely to purchase.

Brands can also help people become closer to their ideal selves. Whether that may be buying the most fashionable designer handbag or the latest iPhone.

Brands also have the power to affect people's self-esteem. Just be aware of the ones that cause negative effects.

Can you think of any brands that affect your self-esteem or any purchase you have made to become like your ideal self?

UNDERSTANDING THE THEORY

Carl Rogers believed the self-concept is made up of three elements. They are:

SELF-IMAGE: How you see yourself.
IDEAL-SELF: Who you wish to be.
SELF-ESTEEM: How you value yourself.

IMPORTANCE IN MARKETING

People choose particular brands based on their self-concept. In reverse, brands can affect the consumer's self-concept.

SELF-IMAGE TO IDEAL-SELF

Brands can help people to bridge the gap between their self-image and ideal self.

For example, a consumer may purchase a product if a celebrity they admire has it or is the face of the brand. Products are gendered based on which gender they serve.

GENDERED PRODUCTS HAVE DIFFERENT BRAND COLOURS AS WELL.

HOW DOES THE BRAND AFFECT SELF-ESTEEM?

Brands can influence people's self-esteem. However, they need to ensure that they are helping to improve self-esteem rather than lower it because it can affect the brand's reputation.

For example, the billboard for 'Protein World' caused a huge controversy for its " ARE YOU BEACH BODY READY?"

SOME QUESTIONS TO CONSIDER IF YOU ARE A MARKETER.

How does your target audience perceive themselves?
What factors can affect their self-esteem?
How will your brand product or service help consumers achieve their ideal selves?

WHAT IS BRAND PERSONALITY?

According to Investopedia, Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.

LAKERS BRAND PERSONALITY MODEL

Sincerity.
Competence.
Competence
Sophistication.
Ruggedness.

1)SINCERITY:

Down to earth.
Honest
Wholesome
Cheerful
Friendly

Ex:

If people didn't have the personality it would make them boring-the same applies to brands. Giving a brand characteristics will help consumers to identify with it.