Individual Assignment: Brand Personality Presentation

Purpose of Assignment

Understanding the concept of brand personality helps a company develop and maintain relations with consumers. Brand personality can even explain how consumer-brand relationships impact consumer behavior. Reviewing a current ad and its relationship to a brand’s personality allows for an examination of the role of consumer emotions, motivation, and perception on brand image.

Create a 10 slide Microsoft® PowerPoint® presentation with speaker’s notes representing how addidas  manages and develops its brand personality, and deliver the following:

• Find an ad (digital or non-digital) that you feel communicates a strong brand personality.  Include this ad in your presentation.
• Describe that brand personality in terms of the dimensions in Figure 10-2 (p. 369 in Consumer Behavior: Building Marketing Strategy).
• Describe the various techniques used in the ad (celebrity endorser, user imagery, executional factors, etc.) and how that links to the personality they are communicating.
• Review what traits you believe are good to have in a brand personality.
• Analyze how this brand personality impacts competitive positioning. 
• How does this ad impact your belief in the brand or impact your motivation to purchase from this organization?

Format your presentation consistent with APA guidelines.