미러급 이미테이션: A Simple Definition
High-end brand management is identity-- driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue lay out how to match identity-- driven with character-- driven branding; to produce brand meaning in times of symbolic consumption, and how to begin bringing your brand name ersonality alive by addressing 5 questions about the Big Five of High-end Brand Name Character.
Across virtually all societies, humans want to anthropomorphise inanimate things (Freling and Forbes, 2005). When asked to think of a brand as a person, people reveal no trouble in designating human qualities to brands as if they would describe other individuals. Brand name supervisors often try to humanise their brand names with anthropomorphisation strategies utilizing brand characters, mascots, and spokespeople. Benefits consist of enhanced brand name liking and closer brand-- customer relationships, which can even reach the level of brand love and 'unreasonable' loyalty (MacInnis and Folkes, 2017). Paradoxically, anecdotal proof recommends that lots of brand managers do not believe their brand to be individuals themselves, although they might target at developing anthropomorphised brand names in the minds of consumers. For lots of brand names, 'brand name personality' still does not consist of more than a couple of characteristics that are used for brand name personification (Freling and Forbes, 2005). Making use of the idea of anthropomorphisation, the personality-- driven technique to branding matches identity-- driven brand management and takes it a step even more. 1. The brand name is seen as a person by everybody inside the business: The central idea of character-- driven branding is to perk up a brand internally in the minds of brand supervisors and company employees (MacInnis and Folkes, 2017). If supervisors goal to humanise their brand in the minds of their customers, initially, they must start treating their brand as an individual themselves.2. The brand name personality has her own free will, in line with the brand name vision: Among the necessary attributes of people is their free will. Therefore, to anthropomorphise brand names, they should be seen as deliberate representatives-- and their primary intention needs to be to pursue the brand name's vision. When 미러급 이미테이션 the brand ends up being a strong character, it can stimulate both the employee's interest and the client's passion for the brand name. The main idea of character-- driven branding is to jazz up a brand internally in the minds of brand supervisors and company employees. Considering the brand name's personality should stimulate mental pictures similar to consumers' hold about genuine people: Instead of just with a couple of terms, the brand name character should be explained sufficiently detailed to stimulate a metaphoric mental picture about what type of person the brand intends to represent: How does the brand character appear like? What are her/his characteristic? What is her/his lifestyle? By bringing a distinct brand character alive, online marketers are creating an entire universe of symbolic meaning as a basis for brand distinction.