Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/11676 |
Resumo: | Companies search to establish a type of communication which is not only unique but also coherent, in order to ascertain certain types of associations within the minds of consumers. It is the composition of all the associations transmitted that forms the personality of a brand. However, this is a very demanding process, requiring years of investment and a need to be entirely coherent when communicating, through the years. Axe is a perfect example of this intention, with not only a distinctive type of communication but also a consistent one, trespassing always the ideas of sensuality and self-confidence. Nevertheless, not always do the intentions of brand managers coincide with the perceptions of consumers. Additionally, implications of a brand personality in its value, is still somewhat an uncertain subject. This dissertation aims to analyse Axe’s brand personality and its inferences on its own equity, analysing what consumers perceive the brand to be and furthermore how they value those attributes. For that purpose a practical application of Jennifer Aaker’s “Big Five” model was carried out, in order to understand how the brand is perceived, in what way does this perception influence the brand’s equity and what can be the future options for the brand to undertake. The study evidenced the predicted strong facet of the brand, the emotional side, as well as the relationships between the brand personality dimensions and Axe brand equity. This emotional side is in fact the most differentiating asset of the brand, although it is not the dimension with the strongest effect on brand equity. |
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Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equityDomínio/Área Científica::Ciências Sociais::Economia e GestãoCompanies search to establish a type of communication which is not only unique but also coherent, in order to ascertain certain types of associations within the minds of consumers. It is the composition of all the associations transmitted that forms the personality of a brand. However, this is a very demanding process, requiring years of investment and a need to be entirely coherent when communicating, through the years. Axe is a perfect example of this intention, with not only a distinctive type of communication but also a consistent one, trespassing always the ideas of sensuality and self-confidence. Nevertheless, not always do the intentions of brand managers coincide with the perceptions of consumers. Additionally, implications of a brand personality in its value, is still somewhat an uncertain subject. This dissertation aims to analyse Axe’s brand personality and its inferences on its own equity, analysing what consumers perceive the brand to be and furthermore how they value those attributes. For that purpose a practical application of Jennifer Aaker’s “Big Five” model was carried out, in order to understand how the brand is perceived, in what way does this perception influence the brand’s equity and what can be the future options for the brand to undertake. The study evidenced the predicted strong facet of the brand, the emotional side, as well as the relationships between the brand personality dimensions and Axe brand equity. This emotional side is in fact the most differentiating asset of the brand, although it is not the dimension with the strongest effect on brand equity.As empresas procuram desenvolver um tipo de comunicação que seja não só único mas também coerente, de maneira a estabelecer certo tipo de associações nas mentes dos consumidores. É a composição de todas estas associações que forma a personalidade de uma marca. Contudo, este processo é bastante exigente, requirindo anos de investimento e uma necessidade de coerência total na comunicação, ao longo desses anos. Axe é um exemplo perfeito desta intenção, apresentando não só um tipo de comunicação distintivo como também consistente, transmitindo ideias de sensualidade e confiançã pessoal. No entanto, nem sempre as intenções dos gestores das marcas coincidem com as percepções dos consumidores. Adicionalmente, as implicações da personalidade de uma marca no seu valor, é ainda de certa maneira um tópico incerto. Esta tese visa analisar a personalidade da marca Axe e as suas repercussões no seu próprio valor, analisando o modo como os consumidores interpretam a marca e adicionalmente como avaliam esses atributos. Com este propósito foi desenvolvida uma aplicação práctica do modelo “Big Five” de Jennifer Aaker, de maneira a compreender como a marca é percebida, de que maneira esta percepção influencia o valor da marca e quais poderão ser as opções futuras para a marca desenvolver. O estudo evidenciou a faceta forte da marca, o seu lado emocional, bem como as relações entre as dimensões da personalidade da marca e o valor da Axe. Este lado emocional é de facto o activo diferenciador da marca, contudo não é a dimensão com o maior efeito no valor da marca.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaSantos, Miguel Raminhos Gonçalves2013-07-01T12:46:40Z2013-04-1020132013-04-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/11676TID:201090554enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-19T01:35:49Zoai:repositorio.ucp.pt:10400.14/11676Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:32.738092Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
title |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
spellingShingle |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity Santos, Miguel Raminhos Gonçalves Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
title_full |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
title_fullStr |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
title_full_unstemmed |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
title_sort |
Axe’s brand personality and equity : consumers’ perspective on the brand’s personality and equity |
author |
Santos, Miguel Raminhos Gonçalves |
author_facet |
Santos, Miguel Raminhos Gonçalves |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Santos, Miguel Raminhos Gonçalves |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Companies search to establish a type of communication which is not only unique but also coherent, in order to ascertain certain types of associations within the minds of consumers. It is the composition of all the associations transmitted that forms the personality of a brand. However, this is a very demanding process, requiring years of investment and a need to be entirely coherent when communicating, through the years. Axe is a perfect example of this intention, with not only a distinctive type of communication but also a consistent one, trespassing always the ideas of sensuality and self-confidence. Nevertheless, not always do the intentions of brand managers coincide with the perceptions of consumers. Additionally, implications of a brand personality in its value, is still somewhat an uncertain subject. This dissertation aims to analyse Axe’s brand personality and its inferences on its own equity, analysing what consumers perceive the brand to be and furthermore how they value those attributes. For that purpose a practical application of Jennifer Aaker’s “Big Five” model was carried out, in order to understand how the brand is perceived, in what way does this perception influence the brand’s equity and what can be the future options for the brand to undertake. The study evidenced the predicted strong facet of the brand, the emotional side, as well as the relationships between the brand personality dimensions and Axe brand equity. This emotional side is in fact the most differentiating asset of the brand, although it is not the dimension with the strongest effect on brand equity. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-07-01T12:46:40Z 2013-04-10 2013 2013-04-10T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/11676 TID:201090554 |
url |
http://hdl.handle.net/10400.14/11676 |
identifier_str_mv |
TID:201090554 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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