One common framework for understanding how brands are perceived by consumers is through Aakers 5-factor model of brand personality. According to her framework, brands take on one of five different brand personalities: sincerity, excitement, competence, sophistication, and ruggedness.

1. Please come up with brands that align with each of these brand personalities (i.e., one brand per personality dimension). Try to choose brands that we have not discussed in class in terms of brand personality (e.g., Cheerios, Mercedes-Benz). Please explain your rationale for why you think so (e.g., ads you have seen, logo design, functionality of the products, website information).

2. Of the five brands, choose one and create a profile for the target customer of the brand (see L4, Sept. 15, slide 10). This should include all relevant cultural and personal factors: occupation, age, gender, socioeconomic status, lifestyle, values, personality traits, etc. Be sure to connect the profile to the brand image. For example, because Cheerios is a sincere brand, the target customer should be someone who would value sincerity (e.g., married, mother of two children, collectivistic values, has an agreeable personality, has a busy life and wants convenient, but healthy food to show she cares for her family).

Please write at least 2 paragraphs

Profile of Your Target Customer Jeff is a 35-year-old, single male who was recently promoted to Marketing Director of a local ad agency. Although he grew up in a working- class family, with his educational attainment (MBA), he is now considered upper class. With his free time, he likes to engage in activities that align with his extraverted personality: trying new restaurants, spending his evening with friends in the nightclub scene, and vacationing in Aspen. His nouveau riche lifestyle makes him a perfect customer for Mercedes-Benz which helps him express a sense of sophistication. 10