brand personality

Destination Personality Trieste: data collection completed

Destination Personality Trieste is coming to an end. It has been very interesting to analyse two different images of the city of Trieste. The project had a good spread all over the residents of the city, but it has been a bit challenging to reach enough tourists, that is why we decided to involve in the project not only those who have already been in Trieste, but also some other different targets. That is, we split the tourists’ survey in four different types: one for those who have visited the city, one for those who are planning to visit it, one for those who knows the city but are not planning to visit it and one for those who do ...

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#DestinationPersonality: Northern Ireland VS Ireland

Despite Northern Ireland and Ireland belong to the same Island there are some interesting perception differences when we talk about destination. We have observed in a new research how their main touristic attractions looks in terms of #DestinationPersonality. The main destinations that we’ve considered are Giant’s Causeway and Belfast for Northern Ireland, Cliffs of Moher and Dublin for Ireland. In this way, we balanced the naturalistic and the urban aspect of the two countries. We started analysing the travel motivations and we noticed some differences in the tourists’ response; we asked them to rate the four locations according to four factors: “Culture”, “Pleasure”, “Relaxation”, “Sport”.   Belfast and Giant’s Causeway have the highest values concerning the cultural factor.Both the Cliffs ...

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Destination Personality and Venice Islands: new insights

Burano and its colorful houses, Murano and its antique art of glass, Lido and its International Film Festival… Each island somehow contributes to the uniqueness and magnificence of Venetian territories. Although rich of history and tradition, Venice islands are not enough valued and promoted, and the paradoxical touristic overcrowding of Venice city center versus the scarce flow of visits suffered by the islands is the proof of that. An experimental research has been conducted this year by b-sm@rk, an Italo-Irish company specialized in digital marketing, following a proposal from an intern native from Pellestrina who wanted to identify the main reasons of this circumstance. During this study, a sample of five significative islands (Burano, Murano, Pellestrina, Giudecca and Lido) has ...

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#DestinationPersonality: Peggy Guggenheim Collection

Everything started with a collaboration among Ca’ Foscari University of Venice, Peggy Guggenheim Collection (Venice) and b-sm@rk (Italo-Irish marketing company). Thanks to trust and teamwork, always present in this market research project, here we are with interesting and catching news. Sounds exciting? Keep reading! First of all, a survey is not such if we do not have human contribution. So, we start thanking everyone who has dedicated some of his/her precious time to complete the questionnaire, helping us in our innovative research. You are the main actors in this play, and you represent all PGC visitors! So let’s start form you, let’s start from the description of our international sample. This may not be surprising news if you have already ...

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AirBnB bets on travellers and #DestinationPersonality

In the recent years, more and more companies tried to increase their knowledge about their consumers. Since the beginning of any form of trade and market, the knowledge about who are the people you are talking to is one of the crucial steps to increase the profit. Airbnb, the most famous hospitality service, is steadily increasing its business and the company recently announced plans to launch flights and service recommendations too. So, in order to play on multiple fronts they started to think about new forms for collecting data. Airbnb with a simple and funny feature has started to explore the possibility to discover also the personality of the users in order to give them the best choice possible about ...

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#BrandPersonality and Human Resources Management

Every big brand has its own spirit or charisma, which works on the emotional side and pulls the people right towards the brand. This is the so called Brand Personality. Through this concept, human personality traits are applicable to brands, making this emotional side better definable. With the help of the Brand Personality scale, an analysis of a brand´s personality can be achieved: A brand´s personality is a very important aspect, which should be carefully considered and evaluated within the brand´s identity and image, because it is the connecting emotional piece between a brand and its customer. Note, however, that a brand´s customer can as well be internal, speaking of the human resources of the brand. These internal customers are ...

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Brand Personality – which human traits do you see in your favourite brand?

When you think about yourself, how would you describe your personality? Outgoing, cheerful and adventurous? Or maybe rather the opposite? Now think of your favourite brand. Can you find some of your personality attributes within their image or identity? This is exactly the concept of brand personality. Every brand has a certain, so called, image, which consumers have of it. It is the perceived functional and emotional value of the brand or the product. Because of this image, a consumer might or might not decide to like the brand. Mostly, the brand image somehow reflects either the actual or the ideal self of potential customers. Thus, a brand can make itself much more accessible to its favourable customers by simply ...

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What is Brand/Destination Personality?

The Brand/Destination Personality can be one of the main key to link customers to brands or destinations. The Brand Personality Everything started in the late 1970s. At that time, advertising agencies realized that due to the abundance of similar products, it was more and more difficult to differentiate brands just on the basis of their performance. This raised the need to identify brands and products not only by their physical characteristics, but by other attributes too. Brand Personality is a part of the Brand Image which includes all attributes of an intangible product. This is defined in its most recent wording as: ‘The set of human personality traits that are both applicable to and relevant for brands’. (Azoulay & Kapferer, 2003) A brand’s ...

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