When I first started thinking about this post being based on chapter 3 material I couldn’t decide how I wanted to narrow down the ideas to a specific story or idea to write about, so I started browsing YouTube commercials that we watched in class to see if it would spark something for me. Next, I began browsing other commercials for brands that I like and I kept a close eye on how the companies used different elements to express the qualities of the companies that made me like them. One of my favorites was done by Chevrolet.
In my example Chevrolet shows a man and his dog driving out of the rubble of a building in a Chevy truck in what appears to be the end of time. They drive through the fiery debris of a city and meet other guys standing in front of their trucks in a semi-circle. The man gets out, walks up to their circle, and asks where his friend Dave is. One of the guys shakes his head, looks very serious, and says, “Dave didn’t drive the longest-lasting, most dependable truck on the road. Dave drove a Ford.” Obviously the company is focusing on the reliability of its product and implying that other brands such as Ford aren’t good enough to even really compare. It is seeking to create a brand personality that stands out.
As we discussed in class, and an online management study guide re-iterates, ” Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation.” Our book gives a more in-depth explanation of this when it talks about attitudes as associative networks. It likens our attitudes, beliefs, and values to a spider’s web and says that persuaders try to create connections among these networks. In its commercial Chevrolet was trying to create a connection between its truck and satisfaction in something tough and long-lasting.
When companies can help or cause consumers to associate positive things with their products and services they create brand loyalty and thus increase the chances of the customer becoming a loyal customer. A company depends on its consumers to run, so loyal customers generally equate to prosperity for that company. It has been said that “the consumer owns the brand.” If the company does not create brand loyalty it will not succeed, and it creates brand loyalty by creating a brand personality.
I have a Chevrolet truck that has been both very tough and reliable, so I had brand loyalty based on personal experience before I saw the commercial. Watching the commercial made me smile and re-enforced my belief that I have a great truck.