CORPORATE Brand Personality Models

      
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		            		chamari molligoda
Student (MBA), Sri Lanka
			            
CORPORATE Brand Personality Models

	          		Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to measure corporate brand personality.
				      
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						            	Angelina Hanh Le
Student (MBA), Taiwan
												
				                Corporate Brand Personality

													The following article has a scale for "corporate brand personality", we can apply some HR researches: Employer Branding and its Influence on Managers, Gary Davies. European Journal of Marketing. Bradford: 2008. Vol. 42, iss. 5/6; pg. 667.
				                
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						            	Ben Smith
Manager, United Kingdom
												
				                Personality Change in Bank's Brand Personality

													Prior to the global financial crisis, banks (in the UK at least) advertised themselves as

- intelligent

- successful,

- upper class (using the words from the article), and

- global.

After the crash they quickly went in the other direction and re-marketed themselves as:

- local

- down-to-earth, and

- wholesome.
				                
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