Relationship Between Celebrity Personality And Brand...

Marketers have the mission of finding the best way to sell their brand to consumers. They try different strategies and methods to get through to their target market. Of the many options they have using a celebrity endorser is a popular way to get consumers to notice the brand and to buy the product. However, finding the right celebrity to match with the brands personality is a matter of opinion, and finding the right match could also affect the consumers’ willingness to buy the brand. The current study will examine the relationship in celebrity personality and brand personality, and how they connect to buying behavior. A brand’s personality is what draws the customer in. A formal definition of brand personality is â€Å"the set of human characteristics associated with a brand† (Aaker, 1997, p. 347). The personality factors within brand personality include excitement, sincerity, ruggedness, competence, and sophistication. Aaker suggested that people want to connect with brands that project a personality that is similar to their own, as if they are connecting with someone they like. Companies achieve this by putting their brands alongside famous people. In doing so, companies are personifying their brand or product. Marketers use a celebrity’s personality in connection with their brand to connect with consumers. In using celebrities and other influential persons to make a connection with their target consumers, companies are able to make a profit. In a study conductedShow MoreRelatedMarketing Strategy : Celebrity Co Branding Essay1516 Words   |  7 PagesINTRODUCTION Under the context of globalization, the role of brands becomes increasingly important in both aspects of corporate and consumers. It is particularly significant in the sportswear industry worldwide that many companies not only have to compete with their products but more importantly on brand values to attract more consumers and sustain its competitive advantages. This means that corporate branding strategy, which is building branding architecture that associated their values to theRead MoreThe Role of Consumer Behavior and Products in Marketing Decisions1353 Words   |  5 PagesProducts in Marketing Decisions 1. What is the personality of the branded product? One way to answer this question is to ask, If this brand were a person what would it look like? Would it be a tall man in a conservative suit and tie? A young girl in a suggestive outfit? What music relates to your brand? Harley-Davidson is a brand predicated on freedom and a chance to define ones own identity and destiny, away from the status quo. It is also a brand rich with a legacy of providing exceptional customerRead MoreBrand Personality1340 Words   |  6 PagesBrand Personality Definition Have you recently come across statements like â€Å"Brand X is rugged and macho with a spirit of adventure and freedom† or â€Å"Brand Y is stylish, trendy, younger and competitively priced†? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traitsRead MoreThe Wearing Celebrity s Transgression And If Any Negative Implications Allotted By Purchasers1333 Words   |  6 Pagesallotted by purchasers will stretch out to their brands. However this sample additionally demonstrates that those backers whose relationship with Woods was focused around his non-item characteristics, (for example, his uprightness, unwavering quality, trustworthiness and so on) were speedy to force their help, while those whose sponsorship is focused around the golfer’s item related traits (his playing golf achievement) have kept up their relationship. Whether these backers’ choices were focused aroundRead MoreWhat Is Self- Congruity And Consumer Behaviour?1406 Words   |  6 PagesLITERATURE REVIEW OF PUBLISHED JOURNAL ARTICLES Several journal articles have been published in relation to the concept of self- congruity and consumer behaviour. It is seen that different articles focus on developing brand personality and image, pertaining to a specific field. In case of tourism industries, it is seen that self- congruity plays a very major role, even though destination branding is different from that of any normal product or service (Usakli Ahmet, 2009,p.1). The research on destinationRead MoreImpact of Celebrity Endorsement on Overall Brand3390 Words   |  14 PagesImpact of Celebrity Endorsement on Overall Brand By Muneeb Ahmed Synopsis The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today s highly competitive environment. |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| Read MoreBrand Identity Prism of Raymonds and Arrow1126 Words   |  5 PagesFashion Brand Management Topic: Comparative study of the Brand Identity of two Fashion Brands Arrow Raymond Premium Apparel Submitted to: Mrs. Bharti Moitra Submitted By: Nancy Mehta Roll no.27 MFM (Sem-II) Brand Identity Brand identity is a unique set of brand associations that the brand strategist applies to create or maintain. These associations represent what the brand stands for and imply a promise to the customers from the organization members. Modern theories say that a brand identityRead MoreChapter Two : Literature Review3209 Words   |  13 PagesOverview The term brand equity refers to the incremental value added by a brand name to a product (Pappu et al., 2011, cited in Farquhar, 1989). Celebrity Endorsements could be when there were consumer attachments to the popular figure who, which represented the products or services of the brands. Brands are popularised by different marketing techniques that navigate how the brand accumulates loyalty and trust amongst its consumer market (Chaudhuri Holbrook, 2001). Even though a brand has the possibilityRead MoreRole of the Brand Ambassadors in Marketing1060 Words   |  5 PagesROLE OF THE BRAND AMBASSADOR IN MARKETING Brand Ambassador‟ is one of the most commonly misunderstood and loosely used terms in the world of Branding. It is more commonly thought of as a celebrity endorser. Another common notion is the association of â€Å"brand ambassador‟ only to celebrities, while it can include employees of a company and, most importantly, the customers of a brand. If you remember MDH, its owner has been the brand ambassador for years.    It is true that there exist certain similaritiesRead MoreThe Impact Of Celebrity On Consumer Perception1881 Words   |  8 Pagesuse of innovative marketing tactics are often implemented to achieve success in the restaurant industry. Using celebrity endorsers as part of the promotion for the restaurant is one common practice. Using celebrities, a restaurant or restaurant chain can distinguish itself from its competitors by increasing the brands reputation and name. Developing positive attitudes towards the brand as well as maintaining loyal customers increases sales and allows the restaurant to gain a distinct advantage over

Essay On The Black Death - 924 Words

Because of the fact that many people in England did not know precisely what was causing the Black Death to transpire, they also did not know how to cure it. In â€Å"The Black Death†, many thought that they needed to be sin free or that God needed to forgive them for their sins. This was true for people who resided in England during the time of the Black Death as well. Because they believed that the Black Death was God’s punishment, the only way to cure them of the plague was through God’s forgiveness. The article â€Å"Black Death† states, â€Å"By this logic, the only way to overcome the plague was to win God’s forgiveness.† Nevertheless, doctors in England would try different procedures to cure victims of the plague as well. The doctors would use†¦show more content†¦Some victims would form rashes as well (Bubonic Plague). â€Å"The Black Death† does an amazing job of giving the viewer an accurate demonstration of what some one suffering from the Black Death would have looked like. This visualization helps someone wanting to learn more about the Black Death to understand it better. It also gives them a better picture of just how serious the Black Death was. Many of the people in the movie believed that the Black Death originated in France. Nevertheless, this was incorrect. Many of the people in Europe had heard of the â€Å"Great Pestilence† that was sweeping through the continent, even before it arrived in Europe (Black Death). The Black Death actually originated in China.† The plague first arrived in Europe in 1347 and came from the steppes area of Central Asia† (Bubonic Plague). The plague had been in Central China for a while before it began to spread elsewhere, but since Mongolians tend to live so close to their horses, the infected fleas did not even bother them (Bubonic Plague). However, eventually trading posts became spaces that had a ton of rats, and these rats brought the fleas that carried the disease with them, which is what caused the plague to spread all throughout Europe (Black Death). The movie did not necessarily get the origin of the Black Death wrong as people in England had only heard that there w as a great pestilence sweeping the continent until it arrived in England. The people in England did not know where theShow MoreRelatedThe Black Death Essay1196 Words   |  5 Pagessong little children sing while holding hands, walking around in a circle and then falling down. The nursery rhyme refers to the Black Death, one of the worst plagues of all time (Schladweller). Known as infectious diseases that spread quickly and kill countless people, plagues have had a tremendous affect on people around the world since the beginning of time. The Black Death, also known as the bubonic plague, is a contagious bacterial infection that has killed millions of people. With the bubonic plagueRead MoreThe Black Death. Essay936 Words   |  4 Pagesyou to a slow miserable death. In the 1300s people were struck with a great plague, which has now been named â€Å"The Black Death†. The Black Death killed off populations with just one sweep. Historians call this the biggest tragedy of all time. The question is what caused this plague and how does something like this happen? Overtime historians have boiled it down to 2 and some may say 3 explanations, which are religion, science, and humans. With the help of a book The Black Death by Rosemary Horrox I wasRead MoreBlack Death Essay1007 Words   |  5 Pageswas too bright to stand. Within a day or two, the swellings appeared. They were hard, painful, burning lumps on their neck, under their arms, on their inner thighs. Soon they turned black, split open, and began to ooze pus and blood. They may have grown to the size of an orange. These are the symptoms of the Black Death, one of the most devastating pandemics in human history, peaking in Europe between 1348 and 1350. It is widely thought to have been an outbreak of bubonic plague, and during thoseRead More Black Death Essays1319 Words   |  6 Pages The Black Death, also known as the Black Plague, or the Bubonic Plague killed one third of the population of Europe during its reign in the 13th and 14th centuries. The arrival of this plague set the scene for years of strife and heroism. Leaving the social and Economic aspect in a standstill. The phantom of death became a subject of art, music and folklore and it influenced the consciousness of the people. The impact of this mass killer caused enormous chaos and havoc to the medieval society becauseRead MoreThe Black Death Essay1018 Words   |  5 PagesThe Black Death took place in Europe during the fourteenth century. To the people of the time, facts about the disease were unknown until people started to notice problems that other people were having. The Black Death or â€Å"plague† that killed thousands in the fourteenth century may have evolved into a more modern version of itself. The â€Å"plague† is known as the â€Å"Yersinia pestis† bacteria, which is a rare zoonotic disease. These diseases are spread from animal to human (Newquist 239, Adamloakun MRead MoreEssay On The Black Death901 Words   |  4 PagesIn the middle of the fourteenth century, European experienced a disease called Black Death, which killed millions of people in six years. By spreading quickly, this disease affected not only on people’s lives but also on economic of many countries, especially those countries in Europe. Therefore, people found out some cures to end this nightmare disease. Ole J. Benedictow. â€Å"The Black Death: The Greatest Catastrophe Ever†. Published in History Today Volume 55 Issue 3 March 2005 Read MoreBlack Death Essay779 Words   |  4 PagesThe Black Death of 1347-1350 had one of the most dominate impacts on Latin Christendom and Islamic Worlds. The pandemic would have an economic, political and demographic change of these worlds for the next three centuries. These area’s impacted were already deeming an economic downfall. With the abrupt change of climate, the agricultural revenues were already suffering. The climate change had impacted mostly the poor people of these countries. The Black Death wasn’t having mercy on anyone that wasRead More Black Death Essay1184 Words   |  5 Pages Black Death, outbreak of bubonic plague that struck Europe and the Mediterranean area from 1347 through 1351. It was the first of a cycle of European plague epidemics that continued until the early 18th century. A cycle of ancient plagues had preceded these plagues between the 6th and 8th centuries AD; another cycle of modern followed them, but less deadly, plagues that began in the late 19th century and continue in the 20th century. The term quot;Black Deathquot; was not used to refer to theRead MoreEssay on The Black Death1474 Words   |  6 PagesThe Black Death was an extensive epidemic that spread across Europe from 1346 to 1353, killing over an estimated one-third of Europe’s entire population (Medieval World 56). Although historians are not entirely sure of its origin, the Black Death spread quickly across both Europe and Asia with a death toll that augmented rapidly. The plague also had unusual and deadly symptoms, causing â€Å"panic everywhere, with men and women knowing no way to stop death except to flee from it† (Kohn 28). The chaosRead More the black death Essay752 Words   |  4 Pages In â€Å"The Black Death† the author Phillip Ziegler attempts to fully describe the Plague that struck Europe in 1338 and remained until 1665. The year of the great Plague of London Ziegler tries to give an unbiased account of the Plague by compiling information from contradictory sources. Ziegler begins the book with the Tartans catapulting diseased corpses into Genoese as the Genoese escape back to Europe. Following this, the author provides some insight into the Plague in Italy, Germany, and France

Essay of University free essay sample

Nowadays with the rapid development of modern technology, a dramatic change has been appeared in our life. Recently, the issue of pollution has aroused public concern. Some people believe that we couldn’t indulge the environment gets worse and worse. But others hold that the development of economy is the primary goal. Somebody have the opinion that the development of economy can bring the higher technology level, which possibly is the key of the pollution problem. But the people who hold the opposite judgment hold that the environment can’t be repaired even though the new technology has been invented. They appeal to the government that the society should retarded the progress of economic development to protect the environment. As to me, the first view is preferable. The reasons are as follows. As far as I am concerned, the environment can’t be repairable, just like the animals that has be extinct can’t reappear. We will write a custom essay sample on Essay of University or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The environment must be protected before it become irredeemable. The public should pay more attention to the problem of pollution instead of the economy. Everybody should give his or her support to environment’s protection, such as try to have a low-carbon lifestyle, reject the product that has damaged the environment. To conclude, the development of modern society is just like a double-edged sword. With them we may have less trouble dealing with problems in life and enjoy a better-off life. However, one point should be kept in mind that we should take sensible use of them, always being the masters of them.

Technology Essays - Database, Pointer, Extensible Storage Engine

Technology Background The Technology Needs Survey (TNS) software program developed at HSC/XRE was originally intended to provide a convenient vehicle by which the office's engineers and scientists could enter and edit environmental, safety and occupational health (ESOH) needs data into a database. The program provided an interface that allowed the user to answer, or revise answers, to questions regarding the nature of the ESOH technology needs of the customer. The database was originally installed on a local area network (LAN) shared by the technical members of the HSC/XRE office. The data in the database was used, in part, to rank the severity, impact and importance of technology needs throughout the Air Force. HSC/XRE performed substantial analysis on the data prior to its presentation to the ESOH TPIPT, Air Staff and others. Consequently, the database itself became a dumping ground for temporary tables, queries and reports that were generated "on the fly" over time. The structure of the underlying database is simple, as shown in Figure 1. The numerous queries, reports and tables that are antidotal artifacts in the database are distractions to the underlying structure, and should be removed. Creation of the Tri-Service TNS Database for FY97 The source data for the FY97 Tri-Service TNS database came from four sources: ? US Navy, by way of four MS WORD documents (segmented by pillar) ? US Army, by way of a TNS database that had been exported from a version of the software modified by the US Army and/or their contractors ? USAF FY96 TNS database ? last year's USAF database, with needs updated as required ? USAF FY97 TNS database ? current year's new USAF technology, policy and training needs The tasking from the HSC/XRE office was to consolidate the four data sources into a single database and provide it to representatives of the Joint Engineering Management Panel (JEMP) on or before 31 Dec, 1996. Such a database would be known as the Tri-Service TNS Database for FY97. Technical Issues The USAF FY97 database was considered the target into which the other three data sets were to be consolidated. At this point in time (Dec, 1996), the FY97 database still contained "T-numbers", rather than Tag integers. It appeared that there were printing difficulties with T-numbers in the Tag field, so they were removed, and added as a prefix to the need Title. In their place, sequential integers, beginning with 3000, were placed in the Tag field. Next, the Navy needs, which consisted of 807 needs in four word documents, were manually added to the FY97 database using the TNS software. This was a two man-day effort by a program support individual. All attempts to successfully print all US Army needs failed. Most needs contained a data value that exceeded TNS's a single print page. A bug in TNS causes the first page to be printed OK; then, subsequent lines are printed, one per page. It was decided that the US Army database would be provided to the government as-is, with a suggestion that the government obtain the US Army's TNS version to see if the bug had been fixed by the Army. The final step was to export the USAF FY96 TNS database, and import it into the FY97 database. This presented something called the "Match Table Problem." The Match table in TNS contains three columns ? the need number, a category, and a pointer. Depending upon the category, the category would represent a unique primary POC, technical POC, potential user, regulation or contaminant. These pointers are not uniquely generated; therefore, a primary POC with a pointer of 4254 might point to Smith in the FY96 database, while a primary POC with a pointer of 4254 might point to Jones in the FY97 database. The same corruption was possible for regulations and contaminants, as well. To resolve this problem, it was determined that the set of pointers in the FY97 database did not exceed 5000 for POC, regulations and contaminants. Consequently, the pointers in the Match table of the FY96 database were incremented by 5000, as were their corresponding targets in the POC, Regulation and Contamination tables. This assured that there would be no overlap between the two databases. The FY96 database was imported successfully into the FY97 database.