Brands are a valuable asset for companies and an identifier in the public eye. Every year, the market research institutes Kantar and Interbrand determine the highest brand values of companies worldwide. These include Apple, Amazon and Google, of course, but also Coca-Cola and Mercedes-Benz. The most valuable brand in Switzerland by far, with a valuation of almost 20 billion Swiss francs, is Nestlé. Brands serve to show people how consumers should perceive companies.
When developing their brands, companies use a visual identity with logos, fonts or colors and then weave this logo into their presentation. The aim is to visually illustrate the company's values and principles. This builds an image with consumers and creates identification. The brand stands for the personality of a company.
Five criteria are decisive
In marketing, there is a particularly widespread model of brand personality, the Aaker model. It was developed by the American social psychologist Jennifer Aaker. She teaches marketing at the renowned Stanford University and is the author of several bestsellers. Her father was a professor of marketing at the University of California. Jennifer Aaker published her Brand Personality Profile in the Journal of Marketing Research in 1997. It is based on five dimensions: Sincerity, Excitement, Competence, Sophistication and Robustness.
1. sincerity
This includes brands that are authentic, honest, trustworthy and positive. Brands that are committed to sustainability or ethics are perceived as sincere. A prominent example of this is the outdoor clothing company Patagonia from California.
The company addresses the consumer directly and communicates clearly that it is committed to the well-being of the planet and people. Patagonia is perceived by the public and consumers as honest and sincere.
The clothing manufacturer enforces this honesty to such an extent that customers can sell back their used Patagonia clothing. It is then repaired, recycled and sold again online. Patagonia also consistently implements its visual language online and in its stores, creating a simple and down-to-earth image.
2. excitement
This dimension highlights brands that are considered imaginative, contemporary, creative, inspiring and bold. They operate with colorful logos, special fonts and position themselves in creative and exciting places. They come into their own at music events or sporting events.
A prominent example of this is Red Bull. The company with Austrian roots is no longer just an energy drink manufacturer, but also an entertainment heavyweight. Red Bull not only sells over seven billion cans a year, but also stands for an exciting lifestyle.
The brand is based on extreme sports and Formula 1. In addition to sponsoring skydivers, dirt bikes, surfers, skateboarders and freeskiers, Felix Baumgartner's record parachute jump from a height of 36 kilometers in 2012 also caused a stir.
Felix Baumgartner's supersonic freefall from 128k - Mission Highlights
3. competence
This component refers to brands that are perceived as reliable, smart, responsible and efficient. They offer a high-quality product or a competent service. These brands use bold and thick fonts and are often represented in blue and white, as these colors radiate trust. But the most valuable brand in the world is also built on competence, Apple.
Steve Jobs' vision and ambition were legendary, spirited and determined. His employees sometimes felt this boundless enthusiasm the hard way. He developed highly innovative products and launched iTunes, iPod, iPhone and the iPad.
Hardly any other company has such a consistent brand language combined with constant technological innovation, expansion into other digital sectors and high quality. This is why Apple is rightly the most valuable brand in the world.
JOBS already fired you - Movie Clip
Other brands that also radiate competence are Intel, Volvo, UPS or Allianz, for example, which also radiate these values in their logo.
4. sophistication
One sector in which brand personality plays a prominent role is the luxury goods industry. Luxury brands are regarded as sophisticated brands and are perceived as chic, charming, glamorous and noble. This also justifies the high-price segment in which they operate. However, this also applies to the watch industry, cars and food.
To express this sophistication, they like to use thin fonts, simple designs and bright colors. This line is particularly recognizable in the French fashion label Louis Vuitton, which produces clothes, shoes and bags. All products bear the LV design, which stands for status and wealth. The products are high-quality and expensive, with one bag costing up to 5,000 francs. They are also worn by celebrities and portray status in their visual language. They are also only available in luxury department stores and their boutiques exude a chic and exclusive ambience.
All these components contribute to its perception as a sophisticated brand. The most famous watch brand in the world has similar attributes: Rolex.
5. robustness
Brands that radiate robustness are often masculine and western. These brands have been undergoing a transformation in recent years as these attributes of masculinity are no longer in vogue in a diverse 21st century world. These brands often feature dark colors, strong fonts and the products are often associated with nature. The products are durable and resistant.
Here too, Patagonia could be used as an example. Just like a human personality, a brand can live in several dimensions. Patagonia is not only authentic, but also stages its products in brute nature to illustrate their quality. However, it still manages not to create a purely "image".
Patagonia recently took a step that encompasses almost all aspects of the brand's personality. The founder has transformed Patagonia into a foundation, with all assets contributing to saving the planet. In this way, the outdoor manufacturer is actually taking its social responsibility seriously and letting actions speak louder than words.
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