Brand personality refers to the way the brand behaves or speaks. The brand personality arte the human characteristics and traits that the different brands assume so that they can be able to achieve the goal of differentiation therefore, the consumers will most probably consume the different products that have similar brand personalities as they have. Consistency in the brand personality of the products will ensure that there is an increase in the brand equity of the different products (Kapferer, 2008). There are five common brand personality types; they include the ruggedness, sophistication, competence, excitement and sincerity.
The Kellogg’s brand personality draws its unique traits and characteristics from the dual marketing concept that has been applied in the firm. The brand has a classic personality which enjoys a universal appeal across the different customers of the firm (Kapferer, 2008). This is due to the fact that the appeal is embodied in the Corn Flakes which are the original products that were offered by the firm. Kellogg’s also offers wide ranging niche products which are aimed at certain groups. The brand is associated with childhood sense of nostalgia which helps to create greater bonds with the wider market. Also there is the desire for simple but healthy breakfast.
The Kellogg’s product personalities are developed due to the fact that the firm has a wide variety of products in the different countries where it operates. Due to the fact that the different countries have their different personalities, the products of the firm in the different countries also have different personalities. The Corn Flakes embodies the childhood nostalgia throughout the countries. The other products have different personality’s for instance fun element in the children who consume Rice Krispies and the Special K beauty amongst the women and All Bran embodies the need to improve the health by the consumers (Dahlen, Lange and Smith, 2010).
Communication is a concept that refers to the activity of the transmission of meaningful information which has a number of participants. The communication requires a sender who formulates the communication that is being sent, the message as well as the audience or the recipient of the communication that will be received in the firm (Clow and Baack, 2006). The communication can be undertaken in a situation where the intended receiver is not aware of the intention to communicate with them at the time when the communication is being prepared. The above situation leads to a scenario where the communication can be able to take place between vast spaces and distances.
Kellogg’s campaign makes use of an integrated marketing communication mix where different modes of communication are used together so that a seamless customer experience can be created. Here, a similar style and tome are used in the reinforcement of the core message of the brand. The campaign of Kellogg’s ensures that there is a great level of cost effectiveness as the different media work as a unified force (Clow and Baack, 2006). The television and radio advertisements are used to arouse the curiosity and also create the awareness amongst the different stakeholders such as the MPs, Schools that were found in the different constituencies in the UK as well as the general public and parents. The written communications are then sent to the stakeholders to be able to support the message that had initially been communicated (Clow and Baack, 2007). The face-face communications and social media are used as outlets through which the product recommendations can be made. The recommendations will act to convince the parents, schools and the general public to be able to purchase the different products that are offered by the firm. The benefits of the campaign include better consumer experience.
Kellogg’s influences the consumer socialization in a number of ways. First, the socialization of the consumers is influenced by the breakfast clubs that were established by the firm in 1998. The children in the different schools have been able to interact with each other thus the school children who are the consumers of the breakfast products of the firm are able to share their experiences with the others. The breakfast club that was held at the Kellogg’s building’s atrium is a case in point (Hoyer and MacInnis, 2008). The consumer socialization was also promoted by the support for the social media communication by Kellogg’s. The firm effectively briefed the mummy bloggers about the different activities that the firm was undertaking and the firm was able to initiate interactions amongst the consumers. Finally, the support for the face-to-face communication between the different customers also supported the consumer socialization in a great way especially through the different recommendations that were provided through word of mouth (WOM) amongst the consumers of the firm.
Kellogg’s will persuade the parents to teach their children that Kellogg’s is a must in their breakfast meal in a number of ways. First, there is the issue of the nostalgic memories that the parents have of their own childhoods. These memories will be used by the parents to be able to convince the children about the important role that the Kellogg’s will play in their own development. Since children always copy majority of their habits from their seniors, they will accept the need to be able to consume the Kellogg’s products (Hoyer and MacInnis, 2008). Secondly, the corporate social responsibility acts of Kellogg’s will also play a role in persuading the parents to be able to consume the different breakfast products of the Kellogg’s especially the healthy nature of the products as well as the realization that they will be helping children who would not have the opportunity to access an healthy breakfast.
There are a number of adverting appeals that can be used in the promotion of the different products. They include:
i. Masculine feminine appeal
ii. Adventure appeal
iii. Romance appeal
iv. Fear appeal
v. Music appeal (Ambekar, 2009).
The fear appeal is a type of advertisement appeal that can have an incredible effect on the individuals. The use of moderate fear can play a very important role in the different organizations especially in the promotion of the different products (Witte, 1992). Michelin brand of tires has used fear appeal to be able to highlight the important role that the tires can play in the reduction of the accidents on the different roads. Fear appeal is used as a mechanism through which the humans can be warned and protected from the situations that may be life-threatening for instance the high rates of accidents that have claimed a huge number of lives (Witte, 1993). Due to the massive power of the circuitry of fear of the brain as opposed to the reasoning circuitry of the brain, the intended audience will engage in the purchase of the tires so that they can be able to escape the fear that they may be life-threatening situations which they may be faced with while they are driving. Due to the massive power of fear as compared against reason, the promotion of the firm will use fear to be able to untruthfully and easily spark a purchase reaction that is irrational and cannot be explained by any rational thought. The fear has the ability to lead to high levels of physiological arousal thus creation a perception amongst the intended consumers that if they do not adopt the product, they will not be able to overcome the outcome or even they will be faced with negative consequences (Witte, 1992).
Ambekar, A 2009, Different Types of Advertising Appeals, http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html (6 November 2012)
Clow, KE and Baack, D 2006 Integrated Advertising, Promotion, and Marketing Communications, Prentice Hall
Clow, KE and Baack, D 2007 Integrated Advertising, Promotion, and Marketing Communications, Prentice Hall
Dahlen, M, Lange, F and Smith, T 2010 Marketing communications: a brand narrative approach, Chichester, UK: Wiley,
Hoyer, WD and MacInnis, DJ 2008, Consumer behavior, Mason, OH: South-Western
Kapferer, J-N 2008 The new strategic brand management: creating and sustaining brand equity long term, London: Kogan Page
Witte, K 1992 Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model. Communication Monographs 59, 4, pp 329-49
Witte, K 1993 Message and Conceptual Confounds in Fear Appeals: The role of Threat, Fear and Efficacy. The Southern Communication Journal 58, 2, pp. 147-156