Creating brand characteristics: The personality of sportswear
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Brands occupy a prominent position in the lives of many consumers. People express themselves through the brands they consume to the extent that these brands serve as an extension of the self. Congruence between brand and self is seen as critical, and individuals will largely opt for those brands which can best reflect their self-concept. It has accordingly become the norm for many consumers to view products and brands as being more than functional. What they symbolize is often of greater importance and drives purchase behavior to a considerable extent.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.
Keywords
Citation
(2014), "Creating brand characteristics: The personality of sportswear", Strategic Direction, Vol. 30 No. 7, pp. 10-12. https://doi.org/10.1108/SD-07-2014-0086
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited