Istraživanje koncepta ličnosti brenda u marketingu
Research of Brand Personality Concept in Marketing
Apstrakt
Ličnost brenda predstavlja skup ličnih osobina pomoću kojih potrošači opisuju brendove. Danas je ličnost brenda posebno i veoma popularno područje istraživanja u marketingu, jer dobro osmišljena ličnost brenda može biti veoma dobro sredstvo diferenciranja na tržištu. Osnovni cilj ovog rada jeste da se ličnost brenda predstavi u razrađenom obliku u domaćoj literaturi. Izvršen je pregled velikog broja dosadašnjih studija ovoj oblasti, da bi se pokazalo kako je ličnost brenda postala sastavni deo marketinške teorije i prakse, kako se formira, na koji način se meri i kakav uticaj ima na marketing performanse. Posebno se bavimo metodološkim nedostacima prethodnih studija. U radu takođe iznosimo osnovne rezultate studije koju smo sproveli na tržištu Srbije, a koja se bavila merenjem ličnosti brendova mobilnih operatera. Istraživanje je pokazalo da se tri mobilna operatera u Srbiji (mt:s, Telenor i Vip Mobile) značajno razlikuju prema os-novnim dimenzijama ličnosti brenda. Isto tako, pokazalo se da je doživljaj ličnosti brendova pod uticajem doživljaja ličnosti kategorije kojoj brendovi pripadaju, kao i načina oglašavanja brendova. Istraživanje ličnosti brenda je veoma značajno i korisno u praksi, jer daje mnogo precizniju sliku o trenutnom stanju imidža brenda i mogućnostima poboljšanja pojedinih odlika brenda, nego što to omogućuju klasična istraživanja imidža brenda.
Abstract
Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing. Well designed brand personality can be an excellent tool that differentiates a brand on the market. The main objective of this paper is a comprehensive presentation of the brand personality subject in domestic Serbian literature. We reviewed a large number of previous studies in this area, in order to show how the brand personality has become an integral part of marketing theory and practice, how it is formed, how to measure brand personality and what impact brand personality has on marketing results. In particular we dealt with methodological shortcomings of previous studies. The paper also presents the basic results of the study we conducted on the Serbian market, which main concern was the measurement of brand personality of mobile operators. This author of this study concluded that the three mobile phone operators in Serbia (mt:s, Telenor and Vip Mobile), differ fundamentaly in the basic dimensions of the brand personality. Furthermore, the research showed that the perception of brand personality depends on the perception of the personality of brand category and advertising. Exploring brand personality is very important and useful in practice. Determining personality traits of a brand provides far more accurate picture of the current state of the brand image and of improvement capabilities of individual features of the brand, than the classic brand image research models.
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