Kotler`s theoretical six significant brand traits:
– the Characteristics of the offer (the branded products (both goods and services): through this, the brand places in the memory of the buyer the specific attributes that the buyer is interested in. In preparing the different targeting strategies, the brand can use one or several attributes in shaping the message that would raise the interest.
– the Advantages: learn the classical principal – people do not buy the specifications, but the benefits and advantages, what helps them – this is the reason why the branded products specifications must be transformed into psychological advantages;
– Personal Values: the brand says something concerning the buyers` values. After identifying the specific groups of buyers, whose values coincide with the addressed advantages set, it would be, theoretically, easy to prepare a specific message and reach for those supporters of our brand.
-Perceptual idea: the brand can represent a certain perception.
– Brand Personality: the brand can outline a personality. Motivational research would ask the question: If the brand were a person, what type of person would it be? The brand attracts the individuals whose image (effective or desired) fits the image of the brand.
– Types of User: the brand offers an idea concerning the categories of consumers or users of its products. These users will be the ones who respect the values, perception and personality consequently to it.
These criteria can be used as starting points to research and establish the targeted customers, how different are they and how the brand will communicate to them, using the same messages and perceptual images or different ones.
Brand traits for multiple target markets
David Aaker defined brand positioning as actively utilising a portion of a brand’s identity for a specific target group and makes the point that you can have different positionings for different target groups. You can see this today with a number of brands in a number of categories. Coke for example has a very different positioning for its “young” target group versus its “mothers” target group. As well you can also see it in the selection of media by the brand owners where the selection of one media and the message contained therein will be very different from the message in another media.
From original posts by Bogdan Sava and Andrew Stodart