This bachelor thesis should give an overview of brand personality, as an important part of
branding. Going through historical periods before the 20th century up to present day, I will try
to present the development of brand personality through different phases. The main focus of
this bachelor thesis will be on Aakers model of brand personality, as she was the first author
who developed brand personality scales.
Table of Contents
1. Introduction - The purpose of the thesis - Definitions
1.1 Introduction
1.2 Definition of Brand Personality
2. The existence of brands before 20th century
2.1 Early Bronze: 2250 - 2000 BCE - The Indus Valley
2.2 The Middle Bronze Age: 2000-1500 BCE- Shang China
2.3 The Late Bronze Age: 1500-1000 BCE - Cyprus
2.4 The Iron Age Revolution: 1000-500 BCE - Tyre
2.5 The Iron Age: Greece: 825-336 BCE
3. Brands in modern 20th and 21st century
3.1 Jenifer Aaker and her Five Factor model
3.2 Kapferer’s Brand Identity
3.3 JosephPlummer
3.4 Keller
4. New model of brand personality
4.1 Geuens, Wejters,DeWulf-Anew measure ofbrandpersonality
5. Brand Personality in every day life
6. Listing
6.1 List of Ill ustrations
6.2List of References
Works Cited
-
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X.