Brand personality: an archetypal approach in four Ibero-American countries

Xara-Brasil, Duarte; Hamza, Kavita Miadaira; Marquina, Percy

http://hdl.handle.net/10400.26/20038

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Authors

Xara-Brasil, Duarte

Hamza, Kavita Miadaira

Marquina, Percy

Abstract(s)

Brand personality is one of the major components of brand identity. It includes human personality traits as one of the components of brand identity in what Kapferer (1995) calls the “Brand Identity Prism.” Along with a significantly widespread brand personality scale (Aaker 1997), a brand may adopt an archetypal approach that includes a set of human characteristics associated with the brand. In this research, we develop a framework to analyze customers’ perceptions about the brand archetypes of three leading global brands in four Ibero-American countries. Based on Mark and Pearson’s (2001) approach, we propose a list of words for each archetype and measure the intensity of consumers’ brand archetype associations. The results suggest that consumers develop strong associations with brands. There is frequently a strong and coherent connection with a specific archetype for some brands. However, we found significant heterogeneous perception among countries, which might lead to possible insufficient global brand efforts in a coherent brand personality/global-archetypal approach. The lack of empirical studies suggests that important research opportunities exist in this field.