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Why Some Consumers Hold Different Impressions Of Your Brand and Your Brand’s Personality

Why Some Consumers Hold Different Impressions Of Your Brand and Your Brand’s Personality

Donna Bonde
Director, Rapture Consulting
Published by exploreB2B

Research has found that consumer beliefs about human personality also translate to their beliefs about brand personality. Unfortunately this means there will be a subset of consumers who hold conflicting opinions about parent brands extending into new products or services. So what should brand managers do about it?

Research with consumers is a process designed to help brand managers reduce confusion, indecision and subjectivity in managing their brand. But as it turns out, there’s a group of consumers destined to keep brand managers perplexed (or tearing out their hair) over their conflicting opinions toward brands.

(read more)

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