How Brand Personality Impacts Competitive Positioning


Choose an organization with which you are familiar with.

Create an 8- to 10-slide Microsoft® PowerPoint® presentation, with speaker’s notes, representing how this organization manages and develops its brand personality, and deliver the following:

Explain what a “brand personality” is. Be sure to use our book/class materials for this.

Find an ad (digital or non-digital) that you feel communicates a strong brand personality. Include this ad in your presentation.

Describe that brand personality in terms of the dimensions in Figure 10-2 (p. 369 in Consumer Behavior: Building Marketing Strategy).

Describe the various techniques used in the ad (celebrity endorser, user imagery, executional factors, etc.) and how that links to the personality they are communicating.

Review what traits you believe are good to have in a brand personality.

Analyze how this brand personality impacts competitive positioning.

How does this ad impact your belief in the brand or impact your motivation to purchase from this organization?

Format your presentation consistent with APA guidelines. As with all assignments, include references.

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