Mine and Brand personalities

Neuroticism

Anxiety

Angry Hostility

Depression

Self-Conscious

Impulsive

Vulnerability

Extraversion

Warmth

Gregarious

Assertive

Activity

Excitement

Positive

Agreeableness

Trust

Straightforward

Altruism

Compliance

Modesty

Tender-minded

Conscientiousness

Competence

Order

Dutifulness

Achievement

Self Discipline

Deliberation

Openness

Fantasy

Aesthetics

Feelings

Actions

Ideas

Values

Based on the text, personality can be divided into five main categories; Neuroticism, Extroversion, Agreeableness, Conscientiousness, and Openness. All five of these have subcategories that are personality traits used to describe people. Although people can overlap categories, most people fall mainly into a single one. In my case, I mainly fall into the Extraversion category because I am full of energy, look for opportunities for excitement, I’m positive and like to assert myself in most situations. That’s not to say that I don’t display traits from the other four categories however I feel that I mainly display characteristics of extroversion.

                People are not the only things that can be labeled as having ‘personality.’ Brands can share these traits as well, developed by companies through advertisements in order to relate to consumers. A brand personality is developed to display what the product is used for, for whom, from when and who it’s competitors are. This is key for companies to develop since consumers purchase items that will reflect the way in which they view themselves. They buy products that represent the same image as they themselves as striving to uphold.

                While I was in Ireland I found multiple brand reflecting personality, the main one being Guinness. Guinness originally targeted the elderly generation who enjoyed a heavy beverage. Over time it has changed to a more broad audience and is now commonly known as a drink in which people consume slowly in order to savor its flavor and quality rather than to get intoxicated. Its tag line “good things come to those who wait” reflect the manner in which Guinness intends people to drink its beverage; slow, in order to savor its flavor and delight. Guinness also stresses its family like story and its connection to the Irish culture by having its logo being a harp mirroring the Irish coat of arms. Between these images added to gold lettering on its packaging, Guinness has become an affordable and rich yet elegant drink for all to consume.

                In America we also have developed personalities for beers. In a nutshell the main four beers are Budweiser, Bud light, Corona and Heineken. Budweiser represents drinkers who are sensible, grounded, practice and spontaneous.  One finds a lot more adults drinking Budweiser in comparison to Bud light. Bud light is more or a upper class, respectful frat boy drink. Corona is one more step higher in price yet similar to budlight. It represents people who like to party, summer, and is often shown with people sitting on a beach. Finally, Heineken in America is seen as a classy drink because of its import status and high price. People to tend to drink it are big on luxury products. All of these beers stress their flavor and as bud lights new campaign states, its ‘drinkability.’ In America the beers are pushed for consumption and having a good time, where as Guinness is alcoholic yet they don’t drink it for that reason. Therefore due to brand personality, companies are able to take, two similar products and make them completely different, making it easier for a consumer to distinguish between them and make their choice based on the situation or occasion.