KELLOGG'S

Assignment for BE201

[Institute's Name]Assignment for BE201

Introduction

Over time, with the advent of advancements and technology and the broadened horizons of the consumers; the push strategy earlier used by the marketers gradually turned into the pull strategy, where each firm opted to launch their products under different brand names and used the charisma and specifications of those brands to win the customers. However, there are numerous factors that not only complete a brand, but also play a pivotal role in building it, and the most imperative aspect of the brand's success is the astute communication to its relevant target audience.

Question 1

Define Brand Personality

The literal meanings of the term personality denotes the complex set of specific attributes that take into account the behavioral, emotional, temperamental and even cognitive disposition of an individuals. Likewise, the term brand personality eloquently articulates the phenomenon of attributing predetermined set of humanly characteristics and feature to a certain brand. The rationale behind attributing set of humanly characteristics to a brand, resides at the fact that the targeted consumers may find themselves in a position to effectively relate themselves to a brand. Moreover, a brand that endorses relevant and pertinent human characteristics and appeal traits is bound to have and endure a rather relishing brand equity and effectiveness. Having a well defined brand personality, which is both effective and appealing to the consumers, acts as a rather added value for the brand, other than the pivotal functional benefits it endures. Amongst the numerous brand personalities described, the most articulated five are; excitement, sophistication, sincerity, competence and ruggedness.

Discuss Kellogg's Brand & Product Personality

Bearing in mind the prime impression that Kellogg's primarily targets the children; it can easily be stated without any apparent ambiguity that what appeals to children is a lively, exciting, animated, merry, fun, and festive character. Henceforth, taking into account the facets of personality that are of value or that appeal most to children, and play a pivotal role in subtly enabling children to relate themselves to this band; the marketer's have devised and formulated the brand personalities accordingly. Utilizing the animated characters that appear to be witty, fun, excited and thrilled about their cereals, the brand has rightfully communicated the personality to the children, as per their cognitive abilities and preferences.

Elaborating further on the personality of Kellogg's brand, it can be stated that since it is a rather old brand, the marketers have taken along the nostalgic reverence which the parents or elders of the family hold for it, and have made it a family cereal, appealing to each member of the family. Moreover, the product personalities of the products under the brand name of Kellogg's vary from not only country to country, but also target audience to target audience (Swaminathan, 2009, pp. 985).

Question 2

Communication Concept

For the core success, recognition and awareness of the brand it is highly imperative that consumers come in contact with the brand, or the brand voluntarily opts/ endeavors to talk to its prospective ...