Cooper McCabe and Jackie Martinez

The set of traits people attribute or associate to a product as if it were a person The set of traits people attribute or associate to a product as if it were a person Brand personality can build brand equity Brand personality can build brand equity Examples: Apple, Trader Joe’s Examples: Apple, Trader Joe’s Discussion: What brands have a certain personality that appeal to you? Discussion: What brands have a certain personality that appeal to you?

Patterns of consumption reflecting a person’s choices of how one spends time ad money Patterns of consumption reflecting a person’s choices of how one spends time ad money Brands are built to target the specific lifestyles of their consumers Brands are built to target the specific lifestyles of their consumers People sort themselves by what they like to do, how they spend leisure time, and how they spend disposable income People sort themselves by what they like to do, how they spend leisure time, and how they spend disposable income

The way we feel about ourselves; the things we value The way we feel about ourselves; the things we value

Recently, Hyundai is gaining on their U.S. market share because they are promoting themselves much more heavily Recently, Hyundai is gaining on their U.S. market share because they are promoting themselves much more heavily Honda Motor Co has always been associated with dependability; a valuable trait that adds to the brand equity. Honda Motor Co has always been associated with dependability; a valuable trait that adds to the brand equity. Honda Motor Co needed to revamp their brand personality without reinventing itself Honda Motor Co needed to revamp their brand personality without reinventing itself

Do you think these commercials changed Honda/Acura’s brand personality? Do you think these commercials changed Honda/Acura’s brand personality? How much does a brands personality influence your consumption behaviors? How much does a brands personality influence your consumption behaviors?