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Objective of GDB
The basic objective of this discussion is to make students familiar with the importance of brand personality and its practical implications.
After attempting this GDB students will be able to:
Consumers usually associate a personality with brand and brand personality is a way brand articulates and behaves. Consumers assign certain personality traits with a brand to achieve differentiation and these characteristics signify brand behavior. It’s basically a personification of a brand and brand personality. This is all about brand personality framework. The brand personality creation brings brand preference, higher purchase intensions and brand loyalty. The first argument is that customer associate certain attributes with brands for example sincerity (Jahan mamta wahan Dalda), excitement (Dew na kya tu phir kya jea), competence (the choice of smart people), sophistication (mera style statement) and ruggedness (Don Carloos shoe for men). People buy brands either they associate brand personality dimensions with their actual self-image, ideal self-image or social self-image. A careful brand personality crafted by keeping in mind the target customers who ensures brand preference. People also perceive brand as gender. For example: Though Tag Huier makes watches for women but it is perceived a gender brand and same is the case with Starlet shoes.
HSY is well known and leading fashion brand label started by Pakistani Designer Hassan Sheryar Yasin in 2000. It’s a biggest name in fashion industry of Pakistan and no wonder HSY collections have taken the world by storm. It started with bridal wear but later on shifted towards varieties of design and its collection include formal line, made to order and ready to wear dresses for male and female both. The selected target market is social elite class. HSY promotes its brand through fashion shows held at national level and international level. The customers are inspired by the unique designs peppered with western influences at HSY amplified by refined cuts and sensible color themes. The design collection, colors combinations, material used is of high quality made distinctive image in the minds of the customers. HSY brand ambassadors are world over famous personalities like Reema Khan, Iman Ali and Mehreen Syed. The interesting observation is regarding brand personality. Though he designs clothes for men and women both but the brand personality that hit the mind as we hear the name of HSY, it’s female. Even on internet if we Google the HSY designer clothes it appears that it’s a brand for female only.
Point of Discussion:
1- Analyze this scenario in the context of brand personality. How the perceptions of the consumers regarding the brand personality in terms of gender can affect the brand positioning?
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