Brand personality: A case study of Moods of Norway
Moods Of Norway (from now on advertred to as MON)) is a Norwegian manner and robes disgrace that standpurpose on gay habit and other business inspired by the cultural and geographical characteristics of the disgrace’s country of commencement. The ocean competencies of assemblage follow from the founders’ poetical version and inclusion of the prodigious Norwegian inheritance in its disgraceing. MON finds efforts in righteous their habit to the interdiplomatic civic gang. The assemblage was working in 2002 by SimenStaalnacke, PederBørresen, Stefan Dahlkvist and Jan Egil Flo, who are the vulgar schemeers and vend balanceseer respectively (moodsofnorway.com, 2013). Since the assemblage’s action, it has follow a crave way on its interdiplomatic voyage. The assemblage has ordinary vend stores located in Norway, USA, Sweden, Belgium, Netherlands Switzerland, Spain and shapeless others. Currently, the origination quickness of the stock is located in Turkey, Bulgaria and Asia, in individualization to dispensation. Through well of fully owned stores and operations, MON tries to acception margins and disgrace regulate.
MON’s ocean intent is to find joyous habit for joyous race environing the globe (
, 2013). The ocean purpose, as mentioned, was to invent a Norwegian investment disgrace that represents Norwegian humanization modified after a occasion gay interdiplomatic scheme. MON produces twain men ?s and women ?s consume, through arrangement of emanation dissonance, from present schemeer suits to combinations of unwritten patterns from the Norwegian countrylaterality modified after a occasion contingent, usual investment. Methodology
To response the scrutinys consecrated for this contrivance we get begin out by observeing at disgrace capacity using the disgrace clash pyramid (Keller, 1993,2001,2009).The Disgrace clash Pyramid ,casually determined, the Customer-based Disgrace equity pyramid objectively shows a augmentation to disgrace clash from a customer’s purpose of conception. To attain the analysis of disgrace equity, a disgrace should successfully attain six contrariant steps, making up the six arrests of the pyramid: salience, accomplishment, visionry, discrimination, feelings and clash (Appendix 1).
Then, we get observe at the disgrace oneness, this get be cheerful-temperedsed by using the disgrace oneness capacity module (Aaker, 1997) (Appendix 2). This get confer us a random to argue all aspects of MON’s disgrace, we get be powerful to argue and confirm by using this pattern, what skin of disgrace oneness MON has and how they possess gottenit. At the end we get argue the possibility of MON to ameliorate on their disgrace awareness and observe at which talents of it they should standpurpose on, we get do this by observeing at the disgrace awareness pyramid (Appendix 3).
1. I. Disgrace Building Blocks of MON
Identity: Who is MON?
Salience can be equated to some aspects of disgrace awareness collective by (Aaker, 1991). Keller states that this basic-equalize replies to the great scrutiny of “Who are you?” (Keller, 1993).MON has a choice and commencemental usage after a occasion an aim for the metro sexual hyper mannered race on a global layer. The acknowledgment cheerful-tempereds of MON is fatigued concertedly after a occasion the “Hipster” lifeusage and MON is using their choice and contrariant scheme to charm this target assemblage. On MON’s facebook page, race get advert to their “tractor assemblage” which resources the magnitude of their MON’s investment assemblage (Facebook.com, 2013). The tractor plays a big sever of the acknowledgment of MON as a disgrace; it is used in MON advertisement, commercials, in some stores and at the elevation severies. Every disgrace has a logo, and MON chose a tractor accordingly of the facetious laterality and to find the dissimilarity unarranged the tall-enddisgrace and the crave to do whatever they insufficiency occasions care to the disgrace prizes and their own scheme
MON’s endorsement by sundry celebrities relish Louis Vito and Terrence Howard, their surpassingly publicized elevation severies and their very cheerful-temperedsive use of blogging and collective instrument sites has helped acception the profoundness of the disgrace awareness shapeless their target assemblage occasion their disgrace extension into women investment and accessories, cologne and equal, waffle findr has acceptiond the divergency of their disgrace awareness. b.
Meaning: What is MON?
The assist arrest on the pyramid relates to disgrace signification and it responses the purposel scrutiny of “what are you?” After having attained a cheerful-tempered-tempered disgrace foreclosure and acknowledgment, consumers are powerful to unravel unfair disgrace assemblages that should be substantial, choice and favourpowerful (Keller, 1993). Disgrace vision is moored of two capacity; a administrative, discussing and accomplishment-based assemblage and an conceptional, affective and visionry-conscious assemblage.
Whether it is the administrative or symbolic capacity of a disgrace that are prevalent in the consumer’s assemblage to the disgrace varies unarranged industries and disgraces but the
administrative benefits get stationary be great as these conceal the basic motivations in consequently a disgrace (Keller, 2008). For investment disgraces, the administrative benefits are a greater factor in the force and favourforce of disgrace assemblage the consumer’s assemblage.
MON portrays itself as cheerful-tempered-tempered kind, durpowerful emanations by using outdoorsy advertising standpointing on the ruggedness of the Norwegian anticipation and the force of their emanation to after a occasionstand the wriggle, insinuate and snow.
Keller describes accomplishment as the balanceall evaluation of the emanation or habit’s force to encounter administrative needs. It adverts to the emanation characteristics (pristine and supplementary ones in individualization to usage, scheme and prize), reliability, durforce ,
serviceability, cheerful-temperedsiveness, power and empathy in habit offer (Keller, 1993). To invent faithfulness and passion to the disgrace, it is vital that the emanation encounters the consumer’s expectancy and repeatedly surpass these (Keller, 2008). MON‘s investment row does encounter the consumer’s expectancy. After a occasion a prize ramble for the eminent average tabulate in industrialized countries, top-industry kind and wayward usage and scheme, they encounter the emanation condition of their target assemblage.
Brand Imagery depends on the assumed properties of the emanation and habit, including the ways in which the disgrace attempts to encounter customers’ psychological or collective needs (Keller, 2013). Their intent of “making joyous habit for joyous race” (moodsofnorway.no,
2013) correctly describes their disgrace vision
assemblage are the wayward, metro sexual, 21
century civic Man though their emanation ramble
has confirmed to understand women investment, accessories and cologne. These “joyous race” possess attributed prize and signification to the MON disgrace. The nature of disgrace positioning is that the disgrace has a competitive habit or “choice selling proposition” that confers consumers a compelling discuss why they should buy it (Keller, 2013) and MON’swayward usages and colours that are choice and contrariantiates it from its two-of-a-trade is its “choice selling
proposition”. Customers are powerful to coadjutor to the brisk, fun, Norwegian and choice disgrace oneness.
Response: What encircling MON and its customers?
The third equalize of the pyramid corresponds to an acception in a consumer’s reaction to the disgrace, purposelly replying to the scrutiny: ‘What encircling you? ’ (Keller, 1993). This equalize is as-well rend into two lateralitys: the percipient andthe affective. The previous is determined Judgments, and the dying is determined Feelings summarizing the consumer’s opinions of the disgrace and tender passion to it. The indelicateth equalize of the pyramid is thearrest of clash.
is at the top of the pyramid accordingly it corresponds to the foremost equalize of commitment by consumers. Race after a occasion a tall equalize of clash possess unraveled a solid correlativeness and a indivisible identification after a occasion the disgrace.
Brand discriminations are customers’ indivisible opinions encircling the disgrace, which customer finds by putting concertedly all the contrariant disgraces. There are indelicate great types of discriminations encircling kind, truthfulness, importance and eminence. (Keller, 2013) For softness manner disgraces, the discrimination of eminence plays a accessible role accordingly of the choiceness of the disgrace.
In the instance after a occasion MON, the perceived kind robust to
made-in-Norway emanations has boosted the successof the assemblage in new years. And it as-well relates to discrimination on the truthfulness of assemblage as a well. Customers can see that this assemblage has hada solid augmentation balance the latest ten years and referee it based on its late successes.Also, the choiceness of MON has been converted to disgrace eminence MON
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