A study on personality congruence between brand and its consumers

INTRODUCTION

In the present-day marketing scenario, consumers do not seek a product for solving

their needs; mostly they seek a specific brand. Many a time the brands have become so

important that they turned out to be generic and replaced the name of the original product. In

the marketplace, photocopy services have become synonymous with Xerox which is

basically a brand of photocopy machines. Similarly, Band-Aid, a brand introduced by

Johnson & Johnson, has been a synonym for medicated gauze with adhesive tape. Therefore,

brands and the role of branding, as traditionally understood, have been subject to constant

review and redefinition, because of its continuous change of axes of importance.

Traditionally brands have been defined as the name, associated with one or more items in the

the product line, which is used to identify the source of the character of the item(s)" (Kotler, 2000)