Okonkwo Prelims

such as glamour, reliance, originality and sophistication. On another level,

different brands exhibit distinct qualities that make each brand unique. For

example, American brand Michael Kors depicts modernity; Gucci has posi-

tioned itself with a mix of sophistication and lustre while D&G arouses a

sense of excitement and adventure. Burberry on the other hand portrays the

English lifestyle much more than Dior portrays the French lifestyle, and so

on.

As a further guide, there are three critical features of brand personality and

brand image development:

1 A clear and consistent theme in visual and verbal brand communications.

2 Uniformity between the core brand personality developed by the company

and the brand image received and understood by the public.

3 A direct co-relation with other elements of the branding strategy, like the

brand concept and the brand positioning.

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luxury fashion branding

Sincerity

Down-to-earth, cheerful

family-oriented, original

honest,real, friendly

wholesome, sentimental

Excitement

Daring, trendy, feisty, cool,

young, imaginative, unique,

independent, modern,

contemporary

Competence

Reliable, hardworking,

secure, intelligent, corporate,

successful, leader, confident.

Sophistication

Upper class, glamorous,

charming, good-looking,

feminine, smooth.

Ruggedness Outdoorsy, masculine, western, tough, rugged.

Figure 5.2 The Brand Personality Model of Jennifer Aaker

Source: Modified from valuebasedmanagement.net