Rolf Verlinden
KEYSTONE NETWORK
Prague 1994
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL  
Brand Personality Modeling

Advertisers need to understand the very personal relationship that exists between ?user' and ?brand'; the brand with all its possible expressive values within the marketing mix components; the user with his rationally and emotionally driven motivations, explicit and implicit emotions. For these purposes we have been developing brand personality modelling system based on personality structure theories.

Trying to understand a brand starts with a basic analysis of the brand and the competitive brands within the considered product field : central values of the product/product field, central values and personality of the main brands within that field and understanding the function of the main marketing mix components of the different brands.

Furthermore marketing practitioners are looking for brand extension opportunities for their brands. Besides the basic analysis a brand extension analysis includes the same analysis for the market segments or product fields and their respective brands into which the mother-brand wants to move. Only after this two-steps-analysis a qualitative estimate of possible success and profound guidance for development of the brand can be given.