Brand Identity in Consumer-Driven Product Markets : How Branding secures market share for Consumer Electronic Products

The purpose of this monograph is to understand the elements which exist within a brand and how they can impact the consumer. This paper will examine how consumers perceive brands with the use of Aaker's personality dimensions and also use Fournier's brand typology to recognise and disclose relationships. A total of one hundred individuals completed each questionnaire; the results illustrated a correlation between the most descriptive brands and those which were ranked most desirable. The second questionnaire provided insight into the perceived personality of the brand, in the eyes of the consumer. The results indicated that each of the four brands clearly expressed one personality trait. Research findings from the interviews provided insight into the brand typologies and how they are created. This process allowed an understanding into the importance of logo's, symbols and name to the consumer to be understood. An important finding was that of the 'celebrity' brand and its impact upon consumers, another finding was the use of brands to express an image by adapting the perceived personality of the brand.