The John Deere brand might make someone think of a rugged, Midwestern male who is hardworking and trustworthy, which the brand management folks would learn through ________ research.

Question

Quizplus · Accepted Answer

Brand personification involves assigning human-like characteristics to a brand, such as personality traits that are associated with a specific gender, age range, or geographic location. In this case, the brand management team likely conducted research to determine how the brand is currently perceived and what personality traits are already associated with it.

The John Deere Brand Might Make Someone Think of a Rugged