Brand Marketing Research
Brand Strategy Research: Brand Personality
Analysis
Brand personality analysis—based upon a multi-dimensional
set of associations among brands, well-known public figures,
and key descriptors—teases out the intangible
nuances among brands to guide messaging and potential brand
re-positioning.
From the selections and characterizations that respondents
make, insightful brand personality profiles are developed.
The example below demonstrates that while both Brand A and
Brand B connote luxury and wealth, one is more elegant, while
the other is perceived as being trendier. As a result, brand
managers are in a better position to capitalize on this distinctiveness.
|
Brand Personality Profiles
|
|
Brand
|
Person/Deviation Score*
|
Descriptor/Deviation Score*
|
|
Brand A
|
Jackie O
Farrah Fawcett
Marilyn Monroe
Julia Roberts
|
(200)
(150)
(125)
(125)
|
Passionate
Beautiful
Sophisticated
Wealthy
|
(160)
(160)
(150)
(140)
|
|
Brand B
|
James Bond
Jennifer Lopez
Warren Beatty
Jackie O
|
(225)
(150)
(125)
(125)
|
Greedy
Fashionable/Trendy
Self-Centered
Wealthy
|
(150)
(125)
(135)
(155)
|
Brand
Strategy Research: Substitutability Analysis 
Brand Strategy Research: Brand
Competency/Performance Assessment
Brand
Strategy Research: Brand
Personality Analysis
For more information on National Analysts, feel free to e-mail
us today or call (215) 496-6800.
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